Chagee M’sia faces backlash over unfair contest practices and legal threats for sharing viral video

MALAYSIA: Chagee Malaysia, a well-known beverage chain, has come under fire after a viral video exposed alleged unfair practices in its 7th anniversary “Tear & Win” contest.

The campaign promised customers a chance to win luxury prizes by ordering drinks, but the excitement quickly turned into outrage when a now-deleted TikTok video accused a staff member of tampering with the prize distribution.

The video appeared to show a staff member tampering with prize cups, allegedly reserving luxury prizes for influencers or personal acquaintances.

After the video gained traction, Chagee reached out to netizens who reposted it, acknowledging the incident and claiming they had taken action against the employee involved.

However, the company also requested that users delete their posts, citing privacy concerns.

Chagee warned that failure to comply could result in legal action.

Salam. pic.twitter.com/ZIfEU60WsV

— amighul deghaman (@ricxxxkiddo) November 18, 2024

Keeping receipts pic.twitter.com/Fqst9HCmyo

— naquib (@Qiiib) November 18, 2024

This move sparked further outrage, with many accusing Chagee of trying to silence critics instead of addressing the issue transparently.

Amid the controversy, Chagee apologized, stating the actions didn’t align with its values.

They also announced changes to the contest, replacing physical prize slips with QR codes starting in December to ensure fairness.

Calls for a boycott of the brand soon followed, with many questioning the company’s commitment to fairness and transparency.

are u tone deaf ??? People are not mad if you do the correct thing to take action on your staff on her misconduct. But people are mad of your threatening statement to take legal action on innocent individuals. As a big corp, you should address your issue professionally.

— ZHAN (@zhantafa) November 19, 2024