Vietnamese toy resellers are offering significant discounts on Baby Three dolls, with prices reduced up to 50%, following allegations that this toys feature controversial imagery resembling the “nine-dash line”. This initiative has led to a sharp decline in comsumer demand and prompted increased scrutiny from authorities.
Once a sought-after collectible, the Chinese-made Baby Three dolls—known for their round faces and expressive features—have experienced a rapid decline in popularity in Vietnam. The downturn follows allegations that some dolls feature imagery resembling the “nine-dash line,” a disputed territorial claim in the South China Sea. In response, retailers across the country are offering steep discounts to clear unsold inventory, with some cutting prices by up to 50% .
Ngọc Hằng, a toy shop owner in Ho Chi Minh City’s District 12, reported a 50% drop in Baby Three sales after the controversy emerged. “Consumers are boycotting the product, forcing me to reduce prices by 30-50% to clear stock,” she said. Hằng has over 200 boxes to sell at a loss, amounting to tens of millions of Vietnamese dong, not including import and operational costs.
Similarly, a store on Phan Huy Ích Street in Gò Vấp District is selling Baby Three dolls at prices ranging from 100,000 to 500,000 VND per box, down from previous highs. Despite aggressive online promotions, customer interest remains low.
The controversy intensified after popular streamer ViruSs (Đặng Tiến Hoàng) announced he would stop selling Baby Three dolls, citing concerns over sensitive imagery. His stance galvanized public sentiment, leading to widespread calls for a boycott and leaving retailers scrambling to offload inventory.
In response, the Ministry of Industry and Trade’s Domestic Market Department has instructed local market management agencies to increase inspections of children’s toys, particularly those related to Vietnam’s sovereignty. Authorities have emphasized strict enforcement against any violations.
Baby Three dolls, introduced in May 2024, quickly became a trend in Vietnam, especially among young collectors. The dolls are sold in “blind boxes,” where buyers do not know which model they will receive, adding an element of surprise. According to e-commerce data platform Metric, nearly 37,800 Baby Three dolls were sold online in Vietnam between October 15 and November 15, 2024, generating approximately 8.8 billion VND in revenue. However, the recent controversy has significantly dampened consumer enthusiasm.