The Baby Three doll, a popular Chinese-made toy, has lost its charm in Vietnam after allegations that it displays China’s controversial nine-dash line. This territorial claim, which covers most of the South China Sea, is strongly rejected by Vietnam and other Southeast Asian nations. The uproar has triggered widespread nationalistic sentiment, resulting in boycotts, government crackdowns, and a sharp decline in sales.
How the Controversy Started
Initially a bestseller in Vietnam, Baby Three dolls generated an estimated $1.6 million in sales between September and December 2024. However, the controversy erupted when social media users pointed out that a heart-shaped marking on the “Town rabbit V2” model resembled the nine-dash line—a symbol often used by China to justify its territorial claims.
What Is the Nine-Dash Line?
The nine-dash line is a demarcation line used by China to assert control over almost the entire South China Sea, a claim that was invalidated by an international tribunal in The Hague in 2016. Despite the ruling, China continues to enforce its claim, leading to ongoing tensions with countries like Vietnam and the Philippines.
Government and Public Response
Following the controversy, 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 sovereignty.
The Domestic Markets Department ordered increased inspections of children’s toys, with strict penalties for any products featuring the nine-dash line. Consequently, retailers removed the dolls from shelves, fearing legal repercussions and public backlash.
Impact on Vendors and Brands
The boycott has severely affected vendors, with many reporting financial losses. A toy retailer in Ho Chi Minh City, Ngoc Hang, revealed that her revenues had dropped by half after the government’s announcement. Similarly, a vendor in Hanoi named Le expressed frustration, saying that “almost all children stopped buying the dolls, viewing it as a nationalistic issue.”
Prominent Vietnamese brands have also distanced themselves from Baby Three. Anna Eyewear, a Vietnamese eyewear brand, terminated a branding collaboration with the doll, citing concerns over “controversial character drawings.” Additionally, e-commerce platforms like Shopee and TikTok Shop reported that the average price of Baby Three dolls dropped by 50% in the first 10 weeks of 2025.
A Pattern of Strict Measures
Vietnam has a history of taking a tough stance against any depiction of the nine-dash line. The country previously banned Hollywood films like Barbie (2023), Uncharted (2022), and Crazy Rich Asians (2018) for displaying maps that included the disputed line. Similarly, in 2023, Vietnam ordered Netflix to remove a Chinese television series featuring maps that displayed the nine-dash line.
Geopolitical Concerns Behind the Outrage
The South China Sea is a strategically important region with vital shipping lanes and rich natural resources. China’s efforts to reinforce its claim over the disputed waters, including deploying large coast guard and maritime militia fleets, have kept tensions high. Former political prisoner Le Anh Hung described the Baby Three doll incident as “another wake-up call” for Vietnam regarding China’s ambitions in the region.
Conclusion
The Baby Three doll, once a beloved toy among Vietnamese children, is now at the center of a geopolitical controversy. With government crackdowns, vendor losses, and rising nationalist sentiment, the fallout underscores Vietnam’s determination to safeguard its territorial sovereignty.
