Are Chinese brands touching a sensitive nerve of Vietnam?

According to Vietnamese media reports over the weekend, popular Chinese milk tea brand Chagee and Chinese toy brand Baby Three recently faced boycotts in Vietnam due to "nine-dash line" issues. It is worth noting that this is not the first time Vietnam has boycotted foreign brands or related products over the "nine-dash line." 

According to media reports, Chagee has announced that it intends to open its first store in Vietnam, with a prime position in Ho Chi Minh City. 

With the promotion of the brand's official app, Vietnamese netizens discovered that the login screen of Chagee's app seemingly displayed a map featuring the "nine-dash line." This discovery quickly attracted attention on Vietnamese social media, leading a large number of Vietnamese Internet users to flood the social media accounts of Chagee with comments expressing their dissatisfaction and calls for a boycott.

After the incident, the app of Chagee has been removed from the Google and Apple platforms in Vietnam. Chagee and the Vietnamese authorities have not publicly responded to this matter.

Recently, Chinese toy Baby Three also faced a boycott in Vietnam due to similar issues. The reason is that Vietnamese consumers believe the tear-stained pattern on the toy's face resembles the "nine-dash line." The Vietnamese authorities ordered a nationwide investigation and strict action against relevant production and sales units.

Vietnam's sensitivity toward the "nine dash line" stems from its ongoing attempt to deny China's territorial sovereignty in the South China Sea. In recent years, the Vietnamese government has imposed strict controls and resistance measures against any maps, films and products containing the "nine dash line" within its territory. 

For instance, in 2022, it banned the Sony-produced movie based on the video game Uncharted, and in 2023, it denied the US blockbuster Barbie a screening permit, and the same year, it prohibited the airing of the Chinese TV drama Flight To You.

Vietnam has reacted strongly to China's claims in the South China Sea, repeatedly opposing China's claims in international forums on various global stages, attempting to portray itself as a compliant party to the United Nations Convention on the Law of the Sea (UNCLOS), while depicting China as a violator, Ge Hongliang, vice dean of the ASEAN College at the Guangxi Minzu University, told the Global Times on Monday, adding that the root of these problems lies in the unresolved South China Sea disputes between the two countries.

Not only have commercial activities been blocked, but some Chinese citizens have even been denied entry into the country simply because the Chinese passports have "map-related problems," Ge said. 

However, the fact is that in as early as 1948, the Chinese government officially released the dotted line and reaffirmed its sovereignty and relevant rights in the South China Sea, Ge noted.

Regarding the "nine-dash line," Chinese foreign ministry has reiterated its position on multiple occasions that China's sovereignty and rights in the South China Sea are solidly grounded in history and the law. 

On maritime disputes with relevant countries, the Chinese foreign ministry has also stressed that it has always been committed to resolving issues through negotiations and consultations with the directly involved parties. At the same time, China attaches great importance to working with ASEAN countries to jointly maintain peace and stability in the South China Sea. China's stance on this matter is clear and consistent. Creating issues and escalating tensions does not contribute to maintaining peace and stability in Southeast Asia.