Chagee, a popular milk tea chain in Malaysia, is currently facing significant backlash from customers following allegations that an employee rigged a recent lucky draw contest. This controversy erupted after a video surfaced on social media, purportedly showing a staff member manipulating the results of the “Tear and Win” contest held to celebrate the brand’s seventh anniversary on November 16 and 17.
The “Tear and Win” contest allowed customers to participate by purchasing drinks served in special cups. These cups featured a detachable bottom that, when torn open, revealed a slip of paper indicating whether the customer had won a prize. Chagee’s promotional materials boasted of a “high chance for everyone to win vouchers, luxurious products, and more,” enticing many to join in the excitement.
However, customer enthusiasm quickly turned to anger when a video went viral on platforms like X (formerly Twitter) and TikTok. In the footage, an employee was seen inspecting the cups and sorting them into separate piles based on the prizes they contained. This behavior raised suspicions among viewers, leading many to accuse Chagee of manipulating the contest to favor certain individuals, particularly influencers.
Netizens reacted strongly, with some calling for a boycott of Chagee. One user commented on X, “The prizes don’t exist anymore. All taken by your own staff,” reflecting widespread frustration over perceived unfairness in the contest.
In light of the uproar, Chagee Malaysia issued an apology on November 19, acknowledging the disappointment caused by the incident. The company stated that the behavior depicted in the video does not align with its standards and values. “We are currently conducting a detailed investigation to better understand the situation and will take appropriate action if necessary,” they said in their statement.
Chagee also emphasized its commitment to maintaining high operational standards and announced plans to revise the mechanics of future contests. Starting in December, the company will replace the prize slips inside the cups with QR code slips. Customers will be able to scan these codes with their phones to view their lucky draw results, a move aimed at enhancing transparency and reducing opportunities for manipulation.
The scandal has sparked a broader conversation about trust and integrity in promotional contests within Malaysia’s competitive beverage market. As Chagee navigates this challenging situation, it faces pressure not only from disgruntled customers but also from industry observers who are watching closely to see how it addresses these serious allegations.
The company’s proactive steps toward improving its contest mechanics may help restore some level of consumer confidence; however, skepticism remains among many who participated in the event. Chagee has expressed its commitment to learning from this incident and ensuring that customer experiences are prioritized moving forward.
As Chagee works to mend its reputation following this public relations crisis, it must demonstrate accountability and transparency in its operations. The upcoming changes to its promotional strategies could play a crucial role in rebuilding trust with consumers who feel misled by the recent events surrounding the “Tear and Win” contest.
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