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CHAGEE, a prominent Chinese tea brand, recently faced backlash after using "Lunar New Year" instead of "Chinese New Year" in its overseas promotional materials for the Spring Festival. The controversy sparked heated online discussions, leading to the company's public apology on January 24.
In its official WeChat post titled "Celebrating the First Intangible Cultural Heritage Chinese New Year Worldwide," CHAGEE acknowledged the issue in the comments section. The company stated, "We deeply regret failing to align our overseas teams to adopt a consistent translation for 'Spring Festival.' We will enhance the management and communication of our global accounts to ensure the accuracy of our messaging moving forward."
The brand emphasized its Chinese roots, highlighting its origin in Yunnan, the birthplace of tea. "As a brand representing Chinese tea culture globally, we have never forgotten where we come from or why we started. We recognize there is still much to learn as we strive to 'connect the world through oriental tea.' We sincerely thank our customers for their supervision, criticism, and suggestions, which help us improve," the statement read.
CHAGEE concluded its apology by reiterating its appreciation for public feedback and extended heartfelt New Year wishes: "Thank you again for your reminders and corrections. We wish everyone a Happy Chinese New Year!"
The incident ignited debates among Chinese netizens. Many criticized CHAGEE for what they perceived as neglecting cultural specificity. One user commented, "Using 'Lunar New Year' dilutes the unique identity of Chinese culture. The Spring Festival is not just about the lunar calendar—it's our heritage."
Others acknowledged the apology but stressed the importance of maintaining cultural integrity in global branding. "It's good they apologized, but this shows how critical it is for companies to properly represent Chinese traditions on the international stage," another user remarked.
Some defended CHAGEE, citing the multicultural nature of their overseas teams. "Mistakes happen when operating internationally. At least they admitted it and promised improvements," one supportive netizen wrote.
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