Sales of the Baby Three doll, a popular children’s toy in Vietnam, have plummeted due to its alleged association with China’s controversial “nine-dash line” marking in the South China Sea. The doll, manufactured in China, had been a huge hit among children and Gen Z in Vietnam earlier in the year, generating US$1.6m in sales between September and December.
However, after a design on the doll’s cheek was perceived to resemble China’s territorial claims in the South China Sea, it sparked online outrage. An international tribunal in The Hague ruled China’s territorial claim over the region invalid, which Beijing rejected. Vietnam’s industry and trade ministry reacted by ordering an inspection of toys featuring the line, citing concerns over national security and territorial sovereignty.
In response to the outcry, Vietnam’s industry and trade ministry ordered an inspection of toys displaying the line, warning that they threatened national security and territorial sovereignty. Retailers have slowed or stopped sales of the dolls, with one vendor telling AFP that almost all children boycotted the toys, viewing them as unpatriotic. The average price of Baby Three dolls on platforms like Shopee and TikTok Shop reportedly halved in the first 10 weeks of 2025.
Ngoc Hang, a retailer in Ho Chi Minh City, reported a 50% drop in revenue after the government announced inspections and penalties. Consumers called for boycotts, prompting vendors to lower prices by 30-50% to sell their inventory.
