The first store of the Chagee milk tea brand is located at the intersection of Dong Khoi - Nguyen Thiep (District 1, Ho Chi Minh City), which is the most expensive location in Vietnam. However, the use of the map with the illegal cow tongue image has met with a wave of boycott from consumers.
The first store of the Chagee milk tea brand is being built at the intersection of Dong Khoi - Nguyen Thiep (District 1, Ho Chi Minh City) - Photo: NGOC HIEN
After Vietnamese consumers discovered that Chagee's application and maps contained the illegal nine-dash line, the brand immediately faced backlash and anger from Vietnamese consumers.
The brand's global website still features the cow tongue map.
Currently, Chagee's app has been removed from the Vietnamese market on the Google Play Store and AppStore. When users access it, the platforms notify "This app is not available on Google Play in your region".
However, when accessing Chagee's website, the illegal cow path still appears on the store search map.
The global website of the Chagee milk tea brand has an illegal cow tongue image - Screenshot on March 16
Meanwhile, Vietnam's Chagee website uses Google maps so it does not display the illegal nine-dash line. Chagee Vietnam also posts recruitment information and lists milk tea prices from 39,000 to 79,000 VND/cup.
On Chagee Vietnam's fanpage, Vietnamese consumers have posted thousands of comments, shares, expressed their anger and demanded that this brand remove the illegal nine-dash line, apologize to Vietnamese consumers, and even call for a boycott.
In the face of fierce backlash from Vietnamese consumers, Chagee Vietnam's information platforms remained silent as of March 16.
According to Tuoi Tre Online on March 16, the first store of the Chagee milk tea brand located at the intersection of Dong Khoi - Nguyen Thiep (District 1, Ho Chi Minh City) is under construction.
Chagee Milk Tea opens its first store on the expensive Dong Khoi street
This milk tea shop is surrounded by red tarpaulins typical of the Chagee brand. Before Chagee rented the space at this "diamond" location, this location was the business of a famous cake brand in Ho Chi Minh City.
According to rental data at the location where Chagee is operating the store, many ads offer rental prices of 300-400 million VND/month. However, some ads also offer rentals of up to nearly 1 billion VND/month with a rental area of 400m².
According to a report by Cushman & Wakefield, the rental price of retail space on Dong Khoi Street reached 330 USD/m²/month. This rental price is the 14th most expensive in the world.
Besides, Dong Khoi is also where most international brands positioning in the luxury segment set up stores when entering Vietnam.
Dong Khoi Street is a "branded" street with the most expensive rental prices in Vietnam - Photo: NGOC HIEN
According to space experts, by spending high costs to rent space in a central location, brands will immediately reach target customers when there is a high-end customer base, a stable number of customers, and a large number of international tourists...
Chagee loses points with Vietnamese consumers
Speaking with Tuoi Tre Online , a representative of an international beverage brand with stores across Vietnam (who requested not to be named) said that the fact that Chagee has not opened its first store in a very expensive location but has encountered consumer backlash for using the illegal nine-dash line map shows that this brand has "lost 1-0" (as young people call it when they fail, not as desired - PV) in appearing before the public.
Workers construct the interior of Chagee store on March 16 - Photo: NGOC HIEN
According to this person, negative information about Chagee and consumer attitudes have shown that Chagee has lost points and sympathy in the immediate future with consumers. Chagee's silence so far will also make consumers more upset, causing disadvantages for businesses when opening stores.
"This is a big brand, with 5,000 stores worldwide. But they are careless in their approach to the market and predict a difficult future for this brand when doing business in Vietnam," he said.
Chacee suffers because consumers mistake the brand
On March 16, the milk tea brand Chacee spoke up to clarify that the Chagee brand is not related to the Chacee brand. These are two different brands, with no connection whatsoever. Chacee has nearly 100 stores in Vietnam.
According to the company, the Chacee brand is registered in Ho Chi Minh City and is a domestic Vietnamese brand, registered since 2019. Previously, many consumers were confused and had negative comments and reviews about this milk tea brand on various platforms.
Source: https://tuoitre.vn/tra-sua-chagee-bi-tay-chay-website-van-giu-duong-luoi-bo-phi-phap-20250316184452761.htm
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