H&M facing a backlash in Vietnam when posting China's illegal nine-dash line

Vietnamese users on Facebook called for a boycott of H&M for kowtowing to China.

H&M is facing strong opposition and called for a boycott of Vietnamese consumers as soon as it published an image of China with the illegal nine-dash line.

On April 2, under pressure from Chinese consumers and authorities, H&M was said by many netizens that the company in China reportedly agreed to edit the map of China with a nine-dash line on its website. However, it can be seen that the information about the request for map editing has only come from China. According to Reuters and the Wall Street Journal, H&M has not yet commented and their websites haven't showed any edited map as per the request.

Vietnamese press and media also reported Vietnamese netizens' feedback against H&M announcing that the map was "fixed" on its social network accounts.

Vietnamese users on Facebook called for a boycott of H&M for kowtowing to China.

The company has faced a backlash in China in recent days after it voiced concerns last year about alleged human rights abuses in Xinjiang province.

Other global brands, including Nike and Burberry, also became embroiled in the dispute.

Foreign governments and other groups have accused Beijing of using forced labour in Xinjiang, as well as operating internment camps to hold than one million people from predominantly Muslim ethnic minority groups. Chinese officials have repeatedly denied the claims and said the camps were established to provide job training and combat extremism.

H&M said last week it wanted to regain the trust of its customers in China. “China is a very important market to us and our long-term commitment to the country remains strong. We are working together with our colleagues in China to do everything we can to manage the current challenges and find a way forward,” it said.

"We are dedicated to regaining the trust and confidence of our customers, colleagues, and business partners in China," it added.

Vietnam has repeatedly stated that it does not accept China’s use of the cow's tongue line to encroach on Vietnam's waters.The "cow's tongue line" or "nine-dash line" is a concept that China relies on to claim historical rights over almost of the Bien Dong Sea (internationally known as the South China Sea), which is contrary to international law. In 2016, the Permanent Court of Arbitration (PCA) issued a ruling confirming that China's declaration has no legal basis.

Vietnamese users on social media plaforms is calling for a boycott of H&M for kowtowing to China with several hashtags #BoycottHM, #TaychayHM, #HMgetoutofVietNam, #HoangsaTruongSabelongtoVietNam.

“Paracel and Spratly Islands are belong to VietNam due to international law. H&M brand now is fighting against the law in all the Asian. We fight because we must fight,” Huong L. Tran said on Twitter on April 3.

“Stupid HM, how dare you! HOANG SA TRUONG SA BELONG TO VIET NAM!!! Get out of our country HM!!” wrote another.