Chinese milk tea chain Chagee has re-entered Vietnam despite a boycott earlier this year, sparked by the use of the controversial ‘nine-dash line’ map in its mobile application.

The company recently opened a new store in Tan Huong Ward, an area formerly part of District 7 before Ho Chi Minh City’s administrative reorganisation on July 1. To draw customers back, Chagee is offering promotional discounts.

In a statement posted on its official fanpage, the company said it is continuing to pursue the mission “Chagee Together!” and aims to “bring a complete tea experience closer to Vietnamese customers”.

However, the relaunch has reignited public criticism. Many Vietnamese consumers remain wary of the brand’s association with the illegal maritime claim depicted in its earlier app.

“Vietnam has no shortage of great milk tea brands. We should be supporting local businesses,” one Facebook user wrote.

Chagee has since disabled comments on its social media channels in response to renewed backlash.

Chagee has also launched a website targeting the Vietnamese market, showcasing a drinks menu with prices ranging from approximately US$1.65 to $3.35 (39,000 VND to 79,000 VND). It is reportedly planning to expand by opening multiple stores across Ho Chi Minh City in the near future.

Founded in 2017 in Shanghai, Chagee has expanded rapidly across Southeast Asia. The brand launched its first outlet in the Philippines earlier this month.

Chagee’s initial entry into Vietnam came with the opening of a flagship store at the intersection of Dong Khoi and Nguyen Thiep streets in downtown Ho Chi Minh City, an area that was then part of District 1, now renamed Saigon Ward. 

That launch quickly unravelled after netizens identified a map in Chagee’s app displaying China’s disputed “nine-dash line”. The company subsequently shut down its social media platforms without issuing a public explanation.