How CHAGEE can win back Malaysian consumers post ‘nine-dash line’ map controversy

Over the last week, CHAGEE got into hot water for featuring the “nine-dash line” map on its mobile application which was available in Malaysia, Vietnam, Singapore, Indonesia, and Thailand. This led to calls for boycotts of the tea chain by Malaysian and Vietnamese netizens.  

The nine-dash line is a visual representation of Beijing’s controversial territorial claims to significant parts of the South China Sea, which is not recognised by Malaysia or Vietnam. Following the outcry, CHAGEE changed the image of the map out to a blue patterned one featuring some flora and fauna.  

Don't miss: CHAGEE in hot water for featuring controversial ‘nine-dash line’ map in app

According to media monitoring and intelligence firm Isentia, sentiments surrounding the controversy were 70.60% negative, 12.31% positive, and 17.03% neutral between last Monday (16 March) to earlier this week. Some of the top keywords in the negative sentiment included “boycott”, “line”, “south”, “vietnam” and “china”.

In comparison, sentiments for CHAGEE before the whole issue arose, were 41.72% positive, 22.90% negative and 35.30% neutral, up until last Sunday (15 March). 

Isentia also shared with MARKETING-INTERACTIVE, that territorial disputes tend to impact other sectors and industries too. It also added that local concerns and uncertainties about whether CHAGEE’s actions were deliberate or not, hinted at a broader distrust toward Chinese brands in Malaysia. 

Prashant Saxena, vice president of insights and revenue, Isentia said "Geopolitical tensions are increasingly shaping consumer sentiment, with territorial disputes like the nine-dash line controversy influencing brand perceptions beyond borders.” 

“This incident highlights the growing importance of cultural sensitivity and localised strategy for brands expanding in Southeast Asia,” he added. 

Recovery from the backlash 

To date, CHAGEE has not publicly addressed the controversy and backlash from netizens on its social media pages. Public relations experts are viewing CHAGEE’s usage of the controversial “nine-dash line” map, and silent move to swap out the image on its app as a PR faux pas.  

PR and communications professional Syed Mohammed Idid, who is currently general manager of strategic communications at West Coast Expressway, told MARKETING-INTERACTIVE that companies operating cross border must maintain an acute awareness of regional sensitivities.  

“By featuring the nine-dash line, CHAGEE inadvertently alienated potential customers in Vietnam and Malaysia, who view the map as a symbol of China's territorial claims, which are at odds with their own national interests. In sensitive geopolitical contexts, such oversights can escalate quickly into public relations disasters.” he explained.  

The decision to include the nine-dash line demonstrates a lack of diligence concerning the nuanced issues in Southeast Asia, explained Syed, adding: 

This oversight signifies either a gap in cultural competency or an inadequate risk assessment during the app's development. 

To recover from the public backlash, Syed said that the tea chain will have to issue an immediate and transparent public apology addressing the offense, and reaffirm its commitment to respecting local sentiments, and rebuilding trust. 

“CHAGEE could launch initiatives aimed at engaging with local communities in both Malaysia and Vietnam, showing a commitment to understanding and respecting local cultures and perspectives,” he said. 
 
“The company might need to revise its marketing strategies to ensure sensitivity to geopolitical issues in Southeast Asia, perhaps by employing local teams to oversee content that reflects regional contexts better,” added Syed. 
 
Showing respect for Vietnam 

The backlash over the nine-dash line map first began in Vietnam, ahead of CHAGEE’s launch for its first outlet in the country. CHAGEE had encouraged users to download its app to claim free drinks, only to be met with criticisms as potential customers discovered the nine-dash line map. CHAGEE Vietnam’s Facebook page is now flooded with negative comments and angry reactions. 

Anh Le Ngoc (Lena), public relations manager at Redhill Vietnam told MARKETING-INTERACTIVE, that CHAGEE needed to respond more transparently and sincerely, rather than just quietly changing the image of the map.  

“They should issue a public apology to Vietnamese consumers, reaffirming their respect for Vietnam’s sovereignty and stance. Additionally, taking goodwill actions— such as collaborating with local organizations or participating in community initiatives— could help rebuild trust,” she said. 

In this case, staying silent and waiting for the issue to fade may not be the best approach.  

“Sovereignty-related matters are extremely sensitive in Vietnam, and the absence of an official apology may only fuel continued boycotts,” added Lena.   
She explained that if the tea chain fails to address the issue properly, public outrage could persist, leading to long-term damage to its business. 

“As a Chinese brand, CHAGEE should distance itself from politically sensitive issues and focus on its product quality, customer service, and brand experience. In international markets like Vietnam, it is crucial to show respect for the culture, history, and national sentiments of each country,” said Lena.  

By prioritising a neutral and consumer-centric approach, CHAGEE can avoid unnecessary controversies and strengthen its global image. 

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!   

Related articles: 
CHAGEE apologises for misuse of 'Lunar New Year' translation
CHAGEE apologises for misuse of 'Lunar New Year' translation