Chagee MY in hot water over 'Tear and Win' campaign controversy

Chagee Malaysia is receiving backlash from Malaysian netizens, with 90% negative and 10% positive sentiments, according to media intelligence firm DATAXET Nama. This comes after the brand issued an apology related to its "Tear & Win" campaign. 

The "Tear & Win" campaign aimed to celebrate the brand's seventh anniversary and offered the chance to win luxury prizes by purchasing a big-sized drink from Chagee. The luxury prizes include an iPhone, luxury lipsticks, purfumes and bags. Following the announcement of the campaign, a video posted on TikTok saw an employee at a Chagee Malaysia outlet hiding cups with hidden prizes at the back of the store.

Chagee Malaysia released an apology stating that the employee's behaviour "does not reflect the standards we hold ourselves to". It added that it will be working with the store involved to review its operational procedures and ensure the highest standards are upheld. Investigations are also being held, said Chagee Malaysia. 

Don't miss: Penang donut seller apologises for inappropriate marketing in viral TikTok video

"We are currently conducting a detailed investigation to better understand the situation and if necessary, will take appropriate action in line with our values," added Chagee Malaysia in its statement. 

The brand has also reached out to X user who goes by the name of Naquib. In private conversations posted by Naquib, the brand requested that he takes down the video he reposted on X or else legal action will be taken against him. 

Netizens in Malaysia have since expressed disappointment and frustration with Chagee's responses to the situation and its lack of transparency, said media intelligence firm CARMA. Users have also criticised Chagee's apology for being "insufficient" and for allegedly using ChatGPT to respond to customers without fully understanding the issue. 

Before the apology statement, the brand's word cloud included words such as 'pretty', 'best' and heart emojis. 

After the apology, the brand's word cloud included words such as 'delete', 'scandal' and threaten'. 

Meanwhile, DATAXET Nama revealed that netizens were actively calling for boycott, with many accusing the brand of running a rigged campaign that betrayed customer trust. In tandem, netizens have claimed that the prizes were reserved for influencers or VIP customers. 

Some users have also criticised Chagee's decision to issue legal threats against critics, describing it as an attempt to silence whistleblowers rather than addressing the core issues. Many viewed this as confrontational and tone-deaf, exacerbating the backlash and worsening the brand's public relations crisis, added DATAXET Nama. 

Interestingly, loyal customers have continued to express their appreciation for Chagee's products, noting their satisfaction despite the controversy, according to DATAXET Nama. 

Other conversations online include concerns raised over the campaign's environmental impact, particularly the excessive waste generated by disposable materials and health concerns where critics suggested that the campaign encouraged unhealthy consumption habits. 

Chagee is not the only brand embroiled in controversy as of late. Last week, the seller of a milk donut business in Penang issued an apology following backlash received over a recent TikTok video that has gone viral.

In an apology posted on TikTok under the username Aulaida, the seller said that the controversial video was not their original idea and that it was acted out based on instructions given to them. "For everyone's information, 'berayaq' means that the donut melts in your mouth when you eat it," said the seller.

"And to clarify, that phrase is not our tagline and that the video that recently gone viral was not our idea. We were just acting out what we were directed to do. Hopefully, this answers all your questions," he added. 

The seller also stated that the product has been rebranded from 'Donut Susu Berayaq' (milk donut) to 'Bertanah Donut Susu'. 

The viral video saw the seller interacting with a female customer at a stall located within a food festival. In the video, the seller is seen arching his back and moaning "mmm berayaq", with his head tilted back and his eyes rolling up. The female customer copies him, and they both continue to do the same. 

The video has since garnered backlash from netizens online who call out the seller for his sexualised marketing techniques. 

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