CHAGEE staff caught hiding Tear & Win event rewards, one of the biggest PR disasters yet?

CHAGEE’s Tear & Win event is a highly anticipated tradition in Malaysia, drawing excitement every time it’s held. Recently, the popular tea brand is facing backlash over allegations of a “rig.”  

If you’re unfamiliar with Tear & Win, here’s the rundown. In celebration of CHAGEE’s 7th anniversary, the brand launched another edition of the event, running from Nov 16 to Nov 17.

Here’s how it works: Step one, order a large drink. The cup includes a detachable bottom section you tear open (step two!), revealing a prize. Rewards range from vouchers and cosmetics to handbags and even iPhones.  

Things took a twist when a now-deleted TikTok video made its way to X (formerly Twitter). The clip allegedly showed a CHAGEE staff member shaking cups to identify those containing luxury prizes. 

She was seen setting them aside, presumably for “influencers” or fellow staff, while leaving the empty cups for customers.

What could have been resolved with a simple apology and appropriate action against the staff instead spiralled into what some are calling “one of the biggest PR disasters.”  

CHAGEE reached out to the X user, requesting the video be taken down under threat of legal action, citing the need to protect the staff’s privacy. The brand claimed they had already addressed the issue internally. This move only fueled the backlash, leaving netizens outraged.

The user shared screenshots of CHAGEE’s messages, sparking a wave of reactions from Malaysians. Many criticised the tone of the message, calling the use of “ya” unprofessional and condescending. 

Others also pointed out that Malaysia doesn’t have a “Privacy Act,” making CHAGEE’s justification for the takedown request seem questionable.  

On Nov 19, CHAGEE issued an official apology on their social media platforms. They pledged to conduct a thorough investigation and announced changes to the event. 

Moving forward, customers would scan a QR code to reveal their prizes, eliminating the potential for staff to manipulate the outcomes by shaking the cups.

What do you think, is this situation handled correctly? Regardless, if you’re craving a cup of drink now, click here to find the nearest outlet!

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