Chagee Sparks Outrage After Displaying China’s Nine-Dash Line Map in App

Popular Chinese tea chain Chagee is facing public backlash after allegedly displaying a map featuring Beijing’s controversial nine-dash line claim in its mobile app. The move has sparked outrage among Malaysian and Vietnamese citizens, many of whom are now calling for a boycott of the brand.

Boycott Calls Erupt Amid Rising Tensions

For Malaysians, the nine-dash line represents an insult to their nation’s maritime sovereignty, while Vietnamese citizens refer to the disputed area as “duong luoi bo” (cow’s tongue line). The map’s appearance in Chagee’s app led to fierce online debates, with both Malaysian and Vietnamese netizens uniting in their demands to boycott the brand.

Following the controversy, Chagee reportedly removed the map from its app. However, skepticism remains high among netizens, especially since the company has yet to release an official statement addressing the issue.

Vietnam Expansion in Jeopardy?

Coincidentally, Chagee was preparing to expand its brand into Vietnam around the same time the controversy emerged. A Chagee outlet in Vietnam, previously adorned in its signature red branding, was suddenly painted grey — fueling speculation that the brand’s launch plans in Vietnam may have been halted due to the backlash.

Why Does the Nine-Dash Line Spark Outrage?

The nine-dash line represents China’s territorial claim over parts of the South China Sea, an area that overlaps with Malaysia, the Philippines, Vietnam, and other nations. At the heart of this disputed region lies the highly contested Spratly Islands, claimed by China, Taiwan, Vietnam, the Philippines, Malaysia, and Brunei.

Adding to the tension, China and Malaysia are also entangled in disputes over key territories such as Beting Serupai (James Shoal), Beting Patinggi Ali (North Luconia Shoals), and Beting Raja Jarum (South Luconia Shoals).

Despite international opposition — including a ruling by the UNCLOS (United Nations Convention on the Law of the Sea) that invalidated China’s claim — Beijing continues to assert dominance in the region.

Not The First Controversy Over the Nine-Dash Line

This isn’t the first time the disputed map has sparked outrage. In 2023, Vietnam banned the Barbie movie after a cartoon map in the film resembled the nine-dash line. The Philippines also censored scenes featuring the controversial map.

Similarly, in 2019, DreamWorks’ animated film Abominable was barred from Malaysian cinemas due to a scene depicting the infamous nine-dash line.

Source : TRP