The Baby Three doll has come under scrutiny in Vietnam following accusations of being unpatriotic, leading to a significant decline in sales. The controversy stems from a design on the doll resembling China's contentious "nine-dash line," a territorial claim over the South China Sea. The Vietnamese government has responded with a swift investigation, announcing inspections and potential penalties against the doll's distributors.
The nine-dash line is a sensitive issue in Vietnam, where authorities maintain a strict stance against any depictions of the map. The government's announcement has drastically impacted the doll's market performance, with sales halving after consumers began calling for boycotts. Between September and December, the Baby Three doll generated approximately US$1.6 million in sales, but this figure is now expected to decrease substantially.
"Almost all children started to boycott [the dolls] because they saw it as a nationalistic issue, thinking that buying Baby Three was unpatriotic," stated one vendor.
In response to the consumer backlash, retailers have been forced to reduce the doll's prices by 30-50% in an attempt to clear their stock. Ngoc Hang, a retailer in Ho Chi Minh City, expressed the challenges faced by local vendors.
"Consumers have called for boycotts, and I had to lower prices by 30-50% to liquidate my stocks," explained Hang.
The Vietnamese government's stance on the nine-dash line extends beyond toys. Netflix recently received orders to remove a Chinese series featuring the map, and Vietnam previously banned the film "Uncharted," starring Tom Holland, Mark Wahlberg, and Antonio Banderas, for similar reasons. Additionally, the Barbie film faced a ban due to a scene with a crudely drawn toy map.
"Affecting national security and territorial sovereignty," emphasized Vietnam's industry and trade ministry regarding such depictions.
Despite the lucrative nature of the toy industry, some figures in Vietnam prioritize national interests over business gains. Đặng Tiến Hoàng, a popular e-commerce streamer, highlighted this sentiment.
"Although the income is good for us, the land and country must be the top priority," Hoàng stated.