Who is the head of the Chagee Vietnam milk tea shop that is being called for boycott by the community?

The first female store leader of Chagee Vietnam was the general director of Nova FnB and deputy general manager of the franchise of Burger King, Domino's Pizza, and Popeyes in the ecosystem of 'brand king' Johnathan Hanh Nguyen.

Chagee's first store at the intersection of Dong Khoi and Nguyen Thiep streets, District 1 - Photo: HONG PHUC

Ms. Vo Thi Thien Nga, former General Director of Nova FnB, is currently the head of the business location at 131-133 Dong Khoi Street, District 1, Ho Chi Minh City.

According to the notice of repair and renovation, and the commitment to the construction at this site published by Bong Sen Joint Stock Company, the site has an area of ​​198.9 m2 ^with the repair and renovation period from March 3 to April 25, 2025.

This is believed to be the first store in Vietnam of Chagee Vietnam Co., Ltd., a company currently facing calls for a boycott from the online community because its mobile application displays a map suspected of containing the illegal "nine-dash line," infringing on Vietnam's sovereignty .

According to the latest business registration information compiled by Chagee Vietnam, Mr. Nguyen Anh Duy, born in 1992, is the director and legal representative.

When Tuoi Tre Online contacted Mr. Nguyen Anh Duy to discuss the issue of Chagee's map containing the "nine-dash line," he refused to answer over the phone, citing "inconvenience to share," and then hung up.

Ms. Vo Thi Thien Nga - Photo: NOVA

Ms. Vo Thi Thien Nga, former general director of Nova FnB, a company established in 2015 under the initial name Nova Foods Joint Stock Company, later renamed Mega Foods & Beverages Joint Stock Company.

In 2020, Nova Real Estate Investment Group Joint Stock Company introduced Nova FnB, a member of Nova Service under Nova Group.

According to her self-introduction on her now-closed LinkedIn account, Ms. Thien Nga served as CEO of Nova FnB from August 2021 to January 2023.

She then moved to Nova Service Group and served as CEO of Nova Commerce for over a year.

Prior to assuming the leadership position at Chagee Vietnam, Ms. Nga was the deputy general director of VFBS, a company belonging to the Imex Pan Pacific Group (IPPG) founded by "luxury goods king" Jonathan Hạnh Nguyễn.

VFBS specializes in franchising foreign food and fast-food brands such as Burger King, Domino's Pizza, and Popeyes.

Ms. Nga worked at VFBS for one year and three months before moving to Chagee Vietnam.

Even before opening its first store in Vietnam, the Chagee bubble tea chain faced a wave of boycott calls from the online community due to images of the company's map showing dotted lines, resembling the "nine-dash line."

On Chagee Vietnam's official Facebook page, every post receives thousands of angry reactions. The most recent post alone attracted over 35,000 angry reactions, with the majority of comments calling for a boycott of the brand.

Chagee is a popular bubble tea chain in China, founded in 2017 in Yunnan Province, with over 6,000 stores globally, and has expanded to Malaysia, Singapore, Thailand, and the United States.

This brand positions itself as the "Starbucks of the East" and has big ambitions in the international market.

Tuoitre.vn
Source: https://tuoitre.vn/ai-dung-dau-cua-hang-tra-sua-chagee-viet-nam-dang-bi-cong-dong-keu-goi-tay-chay-20250316120228739.htm