CHAGEE's Anniversary Celebration and Controversy: What Happened?

A Nationwide Event with Big Prizes About a week ago, CHAGEE Malaysia marked its 7th anniversary by launching its “biggest” Tear & Win event nationwide. Customers were encouraged to order drinks for a chance to win prizes, including luxury items.

On Instagram, CHAGEE announced:

“BIG prizes await, and there is a high chance for everyone to win vouchers, luxurious prizes, and more! From November 16 to 17, 2024, order a Large White Peach Oolong Milk Tea or Large Jasmine Green Milk Tea (in-store at ALL CHAGEE outlets or through the CHAGEE Mini Program) to stand a chance of winning exciting rewards with every cup. The more you buy, the higher your chances to score our grand prizes!”

Allegations of Prize Manipulation The excitement was short-lived when a customer allegedly recorded and shared (later deleted) a TikTok video showing a CHAGEE staff member removing detachable cups to check the prizes. The employee was accused of segregating cups with luxury prizes from the rest, sparking outrage online.

The video led many to believe these actions were to reserve premium prizes for influencers or the employee’s family and friends. One netizen commented:

“Just like that, CHAGEE fans have been played. So, it’s true the big prizes are just for influencers.”

CHAGEE's Response and Backlash CHAGEE reportedly reached out to several netizens via direct messages, acknowledging the incident and stating they had taken action against the staff involved. However, they also requested the removal of reposted videos, citing privacy concerns and threatening legal action if ignored.

When one netizen shared a screenshot of this interaction on X (formerly Twitter), it fueled further backlash, with many questioning CHAGEE's stance on legal threats. In response, CHAGEE explained:

“Hi, we’re requesting to delete (the reposted video) as it involves one of our staff’s privacy. We truly appreciate every feedback for us to improve and, of course, we do not encourage any of the actions in the video. We have also taken necessary action against the relevant staff.”

Despite their statement, public dissatisfaction grew, with some customers calling for a boycott.

A Statement and a New Approach CHAGEE later issued a public statement titled Your Voice Matters on X, apologizing for the incident:

“We sincerely apologise for any disappointment or concern caused by a recent TikTok video related to our Tear & Win event. The behaviour depicted does not reflect the standards we hold ourselves to, and we deeply regret any negative experience this may have created.”

They assured customers of a thorough investigation and announced plans to review operational procedures at the outlet involved.

Switching to QR Codes To prevent similar incidents, CHAGEE will replace the current Tear & Win mechanism with QR codes starting December 2024. According to their statement:

“By scanning the QR code with your mobile phone, you will be able to instantly view the lucky draw result in a convenient and seamless way. Your trust is incredibly important to us, and we are committed to learning and improving to continue delivering the best experience possible.”

This transition aims to enhance transparency and rebuild customer trust.