Nabil Luqman

0f9d2dd4f71434084e2b6094de1865e23abb37bb9f28ca51feeabee679ec9be2

Social

China

controversy

backlash

drinks

dispute

public outcry

Chagee

ninedashline

Chinese tea brand Chagee, a favourite among Malaysian tea enthusiasts, has found itself at the centre of a political storm after its mobile app displayed a controversial map depicting China&rsquo;s disputed claim over the South China Sea. The map, featuring China&rsquo;s so-called nine-dash line&mdash;or ten-dash line in its updated form&mdash;has long been a source of contention among Southeast Asian nations, particularly Malaysia, Vietnam, the Philippines, Brunei, Indonesia, and Taiwan.
Why the Outrage?
&nbsp;<img src="https://r2.myc.my/0efb2a9a14a02c51f971bfe90ff69d57116551225ddac101c2e19753a62c4f3b" />
The controversy erupted when Malaysian customers noticed the map in the background of Chagee&rsquo;s mobile app, sparking immediate backlash on social media. Many viewed the inclusion of the map as an insult to Malaysia&rsquo;s sovereignty, given the ongoing territorial disputes with China over Beting Serupai (James Shoal), Beting Patinggi Ali (North Luconia Shoals), and Beting Raja Jarum (South Luconia Shoals).
Social media platforms were quickly flooded with calls to boycott Chagee, with one viral Facebook post on 17 March garnering over 850 shares. Some Malaysians argued that the government should take action against the tea brand, while others highlighted that fellow Chinese company Mixue had previously faced similar criticism for using the disputed map in promotional materials.
Vietnamese netizens were equally enraged, having spotted the same map in the Vietnamese version of Chagee&rsquo;s app. The backlash intensified on Chagee Vietnam&rsquo;s official Facebook page, where its most recent post on 14 March received over 52,000 angry reactions. As a result, there have been growing calls for a boycott of Chagee, even before the brand&rsquo;s official launch in Vietnam.
Here&rsquo;s some of the comments from netizens:
<blockquote class="twitter-tweet" data-conversation="none">
Sebarang tindakan berunsur provokasi sama ada tersurat atau tersirat yang boleh mengganggu hak-hak berdaulat negara hendaklah dipantau secara serius oleh pihak berkenaan/berkuasa/berkaitan
&mdash; sapikk (@syafieqzubir) <a href="https://twitter.com/syafieqzubir/status/1902215631208075638?ref_src=twsrc%5Etfw">March 19, 2025</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
Kejap je. Nanti dia buat sales, beratur balik semua orang. Simple je orang Malaysia ni.
&mdash; Psikologi Songsang (@psikosong) <a href="https://twitter.com/psikosong/status/1901986166255362092?ref_src=twsrc%5Etfw">March 18, 2025</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
Senang cerita Malaysia senang dijajah balik. Politician corrupt senang nk jual negara.
&mdash; Ase18 (@BeeMawang13) <a href="https://twitter.com/BeeMawang13/status/1901934817538904419?ref_src=twsrc%5Etfw">March 18, 2025</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
Tiktokers la yg kena sebar benda ni, kalau bab mcd starbucks rajin buat kontent boikot. Bab chagee ni sennyap je xde siapa yg buat konten pun. Yg ad konten beli air tu sambil koyak bawah cawan kertas tu konon dpt gift 😅
&mdash; nasrul 🇲🇾 (@nashsmart) <a href="https://twitter.com/nashsmart/status/1902022062392446984?ref_src=twsrc%5Etfw">March 18, 2025</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
Kiri website global, Kanan website Malaysia. Untuk global dan china dia guna map dari Autonavi, Autonavi company China. Untuk MY, SG, TH, US dia guna map Google. <a href="https://t.co/hpG62TTRck">pic.twitter.com/hpG62TTRck</a>
&mdash; theexmush (@theexmush) <a href="https://twitter.com/theexmush/status/1902213148368892145?ref_src=twsrc%5Etfw">March 19, 2025</a>
<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</blockquote>
Has Chagee Responded?
<img src="https://r2.myc.my/7b830d2721427553905a2d39263e742aa38d3ff8d55ecc38364a182973ec6b6f" />
Following the public outcry, Chagee removed the map from its mobile app. However, the company has yet to release an official statement addressing the controversy, leaving many netizens unsatisfied. In Vietnam, speculation is mounting that the backlash may have derailed Chagee&rsquo;s planned expansion. Images circulating online show a store that was previously decorated in Chagee&rsquo;s signature red branding repainted in grey, leading to speculation that the brand may have put its launch on hold.
The Nine-Dash Line Dispute Explained
&nbsp;<img src="https://r2.myc.my/71ea57554c4d0722450dada50c5ad30b01e8f0f645d246f0e3f6b837f3b656df" />
The nine-dash line is a demarcation used by China to claim sovereignty over nearly 90% of the South China Sea, a region that spans approximately 3.5 million square kilometres. This claim, however, overlaps with the exclusive economic zones (EEZs) of several Southeast Asian nations, creating long-standing tensions and diplomatic disputes.
The origins of the nine-dash line date back to 1947, when the Republic of China (ROC) first introduced an eleven-dash line to assert its territorial claims. After the founding of the People's Republic of China (PRC) in 1949, two dashes in the Gulf of Tonkin were removed, forming the current nine-dash line. In 2023, China introduced a ten-dash line map, further expanding its maritime claims.
Despite China's insistence on its historical rights over these waters, the Permanent Court of Arbitration in The Hague ruled in 2016 that the claim had no legal basis under international law. The ruling, issued under the United Nations Convention on the Law of the Sea (UNCLOS), was a victory for the Philippines, which had filed the case. However, China has refused to acknowledge the ruling, continuing its military and economic activities in the contested waters, including constructing artificial islands and deploying naval forces.
For Malaysia, the nine-dash line poses a direct threat to its maritime territories, particularly in the region of Beting Serupai (James Shoal), Beting Patinggi Ali (North Luconia Shoals), and Beting Raja Jarum (South Luconia Shoals)&mdash;all of which fall within Malaysia&rsquo;s EEZ but are claimed by China.
Past Controversies Over the Nine-Dash Line
&nbsp;<img src="https://r2.myc.my/de4bf749e0d0aa0bd270f4c28da2b20236fe22f61557a872454c72c789ddb4ee" />
Chagee is far from the first brand to come under fire for featuring the disputed map. The controversy over the nine-dash line has led to boycotts, bans, and censorship in several industries:
<ul>
<li>2023: The Barbie movie was banned in Vietnam after a cartoon map appeared to feature the nine-dash line, while the Philippines censored the scene.</li>
<li>2019: The animated DreamWorks film Abominable was pulled from Malaysian cinemas after a scene included the controversial map.</li>
<li>2022: The Chinese blockbuster The Battle at Lake Changjin was also met with criticism for promoting nationalistic narratives, including references to disputed territories.</li>
<li>2016: Several international companies, including major airlines and luxury brands, were pressured by China to update their maps to reflect Beijing&rsquo;s territorial claims, leading to further disputes with affected nations.</li>
</ul>
What&rsquo;s Next for Chagee?
Despite the removal of the map, many Malaysians and Vietnamese remain sceptical of Chagee&rsquo;s actions, with some insisting that a boycott should continue. Others, however, believe that consumer habits will override political concerns, citing Chagee&rsquo;s strong presence and popularity in Malaysia.
With no official statement from the company, it remains to be seen whether this controversy will have a lasting impact on its business in Southeast Asia. For now, the brand finds itself navigating a delicate political issue, one that has repeatedly proven to be a flashpoint in the region&rsquo;s geopolitics.
This latest controversy highlights the increasing intersection of geopolitics and global commerce, with businesses operating in politically sensitive regions finding themselves caught between nationalist sentiments, territorial disputes, and consumer backlash. Whether Chagee can weather this storm&mdash;or whether the outrage will translate into tangible consequences&mdash;remains to be seen.
What are your thoughts on this? Let us know in the comments.
&nbsp;
*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
FOMO much? Follow our&nbsp;<a style="color: #ff0000;" href="https://www.facebook.com/mycclub/">Facebook</a>&nbsp;and&nbsp;<a style="color: #ff0000;" href="https://www.instagram.com/myc_news/?hl=en">Instagram</a>&nbsp;for more updates.

Calls for a boycott grow as Chagee's map highlights China's territorial disputes with Southeast Asian nations.

dc7c5f7cbbb6b39b7ea8959ad22ef448653cdb720864f5945905887c5a5216cb

Chagee Faces Backlash Over Controversial ‘Nine-Dash Line’ South China Sea Map In Mobile App

Chagee Faces Backlash Over Controversial ‘Nine-Dash Line’ South China Sea Map In Mobile App

Calls for a boycott grow as Chagee's map highlights China's territorial disputes with Southeast Asian nations.

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