The upcoming Chagee tea shop in Ho Chi Minh City has taken down its advertisements and branding ahead of its scheduled launch, following growing public backlash over the brand’s controversial mobile app displaying an illegal "nine-dash line" map.

Located at the Dong Khoi - Nguyen Thiep intersection in Ben Nghe Ward, District 1, Chagee’s storefront was previously adorned with its red-themed brand signage. However, as of March 18, the storefront no longer displays Chagee’s logo, and the area is now covered by dark green construction barriers.

According to a security guard from a nearby store, the removal of Chagee’s signage took place overnight. However, renovation work inside the three-story, 708-square-meter building continues, suggesting the brand has not abandoned its launch plans.

The store’s prime real estate -reportedly leased for 1 billion VND ($40,000) per month - sits at a strategic location in Ho Chi Minh City’s central shopping district. Despite the removal of exterior branding, a Vietnamese national flag has been placed at the storefront facing Nguyen Thiep Street.

Over the past week, Chagee has faced intense criticism from Vietnamese consumers after users discovered that its official mobile application featured a map with China’s illegal "nine-dash line", which violates Vietnam’s sovereignty in the East Sea.

Although Chagee has yet to officially open its first store in Vietnam, its Facebook page, active since June 2024, has been flooded with angry comments from Vietnamese netizens condemning the brand. In response, Chagee Vietnam has disabled the comment section on its social media posts.

As of now, the company has not issued an official statement regarding the controversy. Whether Chagee will proceed with its launch in Vietnam amid the mounting boycott remains uncertain.

Anh Phuong