Have you bought your cup of CHAGEE last weekend? Even if you haven’t, you must have noticed the bustling crowds at CHAGEE outlets and staff tirelessly arranging trays of beverages.
At first glance, it seemed like a massive marketing win for CHAGEE, with sales spiking as the chain celebrated its 7th anniversary. But, as every good story goes, there’s always a twist.
Prize tampering allegations
If you’ve been living under a rock these past few days, here’s a quick rundown.
CHAGEE held a nationwide “Tear & Win” event on November 16 and 17, 2024, to celebrate its 7th anniversary.
In the campaign they encouraged customers to purchase a Large White Peach Oolong Milk Tea or Large Jasmine Green Milk Tea for a chance to win luxurious prizes by tearing of the bottom of the cup.
With promises of high odds and enticing rewards, the campaign generated plenty of excitement among fans of the tea chain.
However, things took a sour turn when a now-deleted TikTok video surfaced, showing a CHAGEE staff member allegedly tampering with the detachable cups used in the lucky draw.
Macam tu je peminat chagee kene gula-gula
— mhmmdhsm (@mhmmdhsm) November 18, 2024
So betul la hadiah besar2 just untuk influencer. pic.twitter.com/v2MEIEsoSf
The video appeared to show the staff segregating cups containing luxury prizes from the rest, sparking allegations that influencers and personal connections were being given unfair advantages.
Social media erupted, with netizens feeling betrayed by the brand. “So it’s true—big prizes are only for influencers,” one frustrated customer commented.
The backlash
As the controversy gained traction online, CHAGEE first responded by reaching out to netizens who had shared the viral video.
While CHAGEE acknowledged the incident captured in the video and assured that appropriate action would be taken, they also requested these netizens delete their posts to protect the privacy of the staff involved.
They further warned of potential legal action for non-compliance.
Chagee dah reply. Kena delete video kalau tak, aku akan dikenakan legal action
— naquib (@Qiiib) November 18, 2024
Sekian. pic.twitter.com/37bN0K0KQN
This response did little to appease netizens and instead fueled greater public outrage.
Some even called for a boycott, with customers demanding transparency and accountability from the brand.
CHAGEE’s damage control
In the face of mounting criticism, CHAGEE issued a public apology titled “Your Voice Matters” on their social media platforms.
The statement assured customers that the behavior captured in the video did not reflect the brand’s values.
CHAGEE promised to conduct a thorough investigation, take appropriate action against those involved, and review their operational procedures.
— CHAGEE (@my_chagee) November 19, 2024
To address concerns over the integrity of the event, CHAGEE announced a significant change: starting in December 2024, physical Tear & Win slips will be replaced by QR codes.
Customers will scan these codes to view their prize results, ensuring a more transparent process moving forward.
The aftermath
While CHAGEE has addressed the incident with an official statement, tackling both the alleged prize tampering and outlining measures to prevent future misconduct in similar events, the fallout lingers.
However, the damage has been done, and netizens continue to discuss the controversy and CHAGEE’s response.
Although the uproar has significantly subsided, many remain dissatisfied with how the situation was handled.
Let this serve as a wake-up call for other brands when planning future marketing campaigns, reminding them of the importance of transparency and trust in maintaining customer loyalty.
