Why has Vietnam turned against a popular doll from China, calling it ‘unpatriotic’?

The Baby Three doll, a Chinese-made toy that had taken Vietnam by storm, has seen its popularity plummet following accusations of being “unpatriotic.”

The controversy arose when a design on the doll’s cheek was said to resemble China’s “nine-dash line,” a territorial claim rejected by Vietnam and other Southeast Asian nations.

The issue has sparked a strong nationalistic response, leading to boycotts, government action, and a significant decline in sales.

The Baby Three doll, known for its fluffy design, large eyes and rabbit-like ears, gained immense popularity among Vietnamese children and Generation Z in 2024.

Its widespread appeal made it one of the top-selling toys in the country, particularly on online platforms. However, the backlash over its alleged connection to China’s territorial claims in the South China Sea has led to a sharp decline in sales and growing nationalist sentiment.

What happened?

Initially a bestseller among Vietnamese consumers, Baby Three dolls generated an estimated $1.6 million in sales between September and December 2024, reported AFP.

However, the controversy erupted when online users pointed out that a heart-shaped marking on one version of the doll, the “Town rabbit V2” model, resembled the controversial nine-dash line.

The nine-dash line is a demarcation frequently used on Chinese maps to justify Beijing’s claim over nearly the entire South China Sea, a claim that has been widely disputed by neighboring countries, including Vietnam and the Philippines.

In 2016, an international tribunal in The Hague ruled the claim invalid, but China has refused to recognise the decision and continues to assert its dominance in the region.

Following the online outcry, Vietnam’s Ministry of Industry and Trade launched an official investigation into toys suspected of displaying the disputed marking. Authorities warned that such products could threaten national security and territorial sovereignty.

The ministry’s Domestic Markets Department subsequently ordered increased inspections of children’s toys and warned that any products found to contain the nine-dash line would be subject to confiscation and penalties.

Retailers quickly reacted by pulling the dolls from shelves, fearing legal repercussions and public backlash. Major e-commerce platforms like Shopee and TikTok Shop reported that the average price of Baby Three dolls dropped by half in the first 10 weeks of 2025, reflecting the sharp decline in demand.

According to YouNet ECI, an e-commerce data analysis platform, Vietnamese consumers overwhelmingly rejected the doll after the controversy surfaced.

How has the controversy has affected vendors?

The controversy has led to a dramatic decline in sales, with vendors reporting severe financial losses. In Ho Chi Minh City, a toy retailer named Ngoc Hang revealed that her revenues had dropped by half following the government’s announcement of inspections and penalties. “Consumers have called for boycotts, and I had to lower prices by 30-50% to liquidate my inventory,” she told VN Express.

Another vendor in Hanoi, identified only as Le, expressed frustration over the impact of the boycott on her business. “Almost all children started to boycott [the dolls] because they saw it as a nationalistic issue, thinking that buying Baby Three was unpatriotic,” she told AFP.

She previously sold around 100 Baby Three dolls daily for up to $20 each but now struggles to sell even a few at reduced prices. “I’ve invested so much money into this… it feels like such a waste,” she added.

The fallout has extended beyond small retailers. In early March, Anna Eyewear, a Vietnamese eyewear brand, announced the termination of a branding collaboration with Baby Three, citing concerns over “controversial character drawings.”

The company pointed to its commitment to bringing customers “not only quality products but also good cultural and humanitarian values.”

Additionally, one of Vietnam’s most prominent e-commerce streamers, Đặng Tiến Hoàng, publicly stated that he would stop selling the dolls. “Although the income is good for us, the land and country must be the top priority,” he said, sparking heated debate among his followers.

The decision by influential figures and brands to distance themselves from Baby Three further fuelled the movement against the doll.

Is there a broader pattern at play?

Vietnam has consistently taken a firm stance against any depiction of the nine-dash line in commercial products, media, and entertainment. The country has previously banned several films, television series, and products that featured the disputed marking.

In 2023, the Hollywood blockbuster Barbie, starring Margot Robbie and Ryan Gosling, was banned from Vietnamese cinemas after a scene showed a cartoonish map with the nine-dash line, reported The Guardian.

That same year, the government ordered Netflix to remove a Chinese television series that regularly featured maps displaying the disputed line.

Similarly, in 2022, the action-adventure film Uncharted, starring Tom Holland and Mark Wahlberg, was banned in Vietnam due to its depiction of the map.

Even earlier, in 2018, a scene in Crazy Rich Asians showing a designer bag with a world map that included the disputed islands under Beijing’s control was cut before the film could be screened in the country.

The Baby Three doll is the latest product to face government scrutiny over territorial sensitivity. Authorities in Vietnam view such imagery as an extension of China’s broader geopolitical strategy in the South China Sea, where tensions continue to rise.

Former political prisoner Le Anh Hung commented on the controversy, telling Radio Free Asia, “This is the latest evidence showing China’s unwavering ambition to dominate the South China Sea entirely – a scheme it has been quietly and persistently pursuing for decades.”

He added that the issue should serve as “another wake-up call” for Vietnam regarding the dangers of Chinese expansionism in the region.

The South China Sea is a strategically significant region, home to vital shipping lanes and rich natural resources, making it a key point of contention between China and several Southeast Asian nations.

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China has continued efforts to reinforce its claim over the disputed waters, deploying large coast guard and maritime militia fleets.

As of now, the Vietnamese Ministry of Foreign Affairs has not issued an official statement on the matter.

With inputs from agencies