Chagee Milk Tea announces opening another store in Ho Chi Minh City after the 'cow tongue line' controversy

After the controversy over displaying the illegal "cow tongue line" and being fiercely boycotted, the milk tea brand Chagee announced that it will open its first store in Vietnam in Ho Chi Minh City.

On the afternoon of July 14, on its Facebook page with a blue tick, the Chagee Vietnam milk tea brand posted a new article after 4 months of silence.

The article states that this brand will officially open a store at 59 Nguyen Duc Canh, Tan Hung Ward, Ho Chi Minh City.

"Start a new journey and enjoy a cup of fragrant tea at Chagee Vietnam's official store: 59 Nguyen Duc Canh, Tan Hung, Ho Chi Minh City. Constantly pursuing the mission of Chagee together, we wish to bring the complete tea experience closer to Vietnamese customers", Original article by Chagee Vietnam.

Despite locking comments, the article still received more than 3.4 thousand angry views from netizens.

On some websites, Vietnamese users began sharing about the return of Chagee Vietnam, along with the boycott hashtag.

Chagee's store had to close before it could open at the intersection of Dong Khoi - Nguyen Thiep (Saigon ward).

Previously, in mid-March 2025, social networks spread images of the Chagee milk tea brand (China) about to open its first store in Vietnam. This store is located in a prime location in Ho Chi Minh City, at the intersection of Dong Khoi - Nguyen Thiep (Saigon ward).

Chagee is a milk tea brand that F&B experts consider a rival to Starbucks because it continuously opens stores next door in expensive locations. However, Chagee is currently being fiercely boycotted by Vietnamese netizens.

The move originated from a post on April 7 on Chagee Vietnam's official Facebook page. The post included a link to access the application, which displayed an image of China's illegal "cow tongue line".

Original post: "Vietnam, are you ready to join the challenge with Chagee? Join the word search and name guessing game now. Find and enter the name of a Chagee tea product in the alphabet for a chance to win a cup of Chagee fresh whole leaf milk tea. Download the Chagee app and join here...".

Chagee Vietnam attaches application links for network users to access, download and receive promotional programs.

However, after accessing the link, netizens were outraged when the image of the illegal "cow tongue line" was displayed publicly. This image was quickly captured by netizens, posted on social media platforms and called for people to boycott it.

Posts on the Chagee Vietnam Facebook page are also receiving a storm of anger from netizens. Thousands of comments have been left demanding that the brand leave the Vietnamese market. Many people have even asked the authorities to intervene.

Amidst the public backlash, on the evening of March 14, Chagee Vietnam quietly removed the app from the Google Play Store and App Store. The link previously advertised by Chagee Vietnam is currently inaccessible. Late on the evening of March 17, Chagee quietly removed the signboard of the store that had not yet opened in Saigon Ward.

Source: https://baolangson.vn/tra-sua-chagee-lai-thong-bao-mo-cua-hang-tai-tp-hcm-sau-lum-xum-duong-luoi-bo-5053231.html