About a week ago, Chagee Malaysia celebrated its 7th anniversary with their “biggest” Tear & Win event nationwide, where people can order a drink and stand a chance to win prizes including luxury items.
Taking to their Instagram page, they wrote, “BIG prizes await and there is a high chance for everyone to win vouchers, luxurious prizes, and more!”
“From November 16 to November 17 2024, order a Large White Peach Oolong Milk Tea or Large Jasmine Green Milk Tea (in-store at ALL CHAGEE outlets or CHAGEE Mini Program pick-up) to stand a chance of winning exciting rewards with every cup! The more you buy, the better your chance to score our grand prizes!”
A staff member was caught allegedly segregating the cups
However, things took a turn for the worse when a customer had apparently filmed and posted a (now-deleted) video on TikTok, of a CHAGEE staff member removing detachable cups from CHAGEE’s large cups to check the prizes inside the Tear & Win section, before allegedly separating the cups containing luxury prizes from the rest.
This video took social media by storm as many accused the CHAGEE staff of doing this to ensure influencers, as well as the staff’s family and friends, would get the cups with the luxurious prizes.
“Just like that, CHAGEE fans have been played. So, it’s true that the big prizes are just for influencers,” netizen mhmmdhsm wrote while sharing the video.
CHAGEE reached out to netizens via direct messaging
CHAGEE then allegedly reached out to various netizens to acknowledge the incident and share that they have taken action against the staff member.
However, they also requested that these netizens delete their reposts of the video to respect the staff’s privacy, or they will take legal action.
When one of these netizens, naquib, posted a screenshot of this interaction on his X page, many questioned why legal action was on the table, to which CHAGEE responded via an X post to explain that privacy was involved.
“Hi, we’re requesting to delete (the reposted video) as it involves one of our staff’s privacy ya. We truly appreciate every feedback for us to improve and of course, we do not encourage any of the actions in the video. We also have taken necessary action against the relevant staff,” they shared.
This caused further backlash online, with many calling for a boycott against CHAGEE.
CHAGEE has since shared a statement titled ‘Your Voice Matters’ regarding this situation
In the statement shared via their official X account, CHAGEE wrote, “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.”
“Please be assured that we take this matter very seriously, as providing a positive and respectful experience for all our customers is at the heart of everything we do.”
They went on to explain that they are in the process of conducting a “detailed investigation to better understand the situation” and will take appropriate action. Additionally, they are reviewing the operational procedures of the outlet involved.
To fix the Tear & Win issue, they will be switching to QR codes to prevent such incidents from happening again.
“We are also grateful for the feedback we have received regarding the mechanics of the Tear & Win event. As part of our commitment to continuous improvement, starting in December, we will replace the physical items in cups with QR code slips,”
“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,” they added.
WORLD OF BUZZ has reached out to CHAGEE for comment but has yet to hear back.
What do you think about this? Do feel free to share your thoughts in the comment section.
