Chagee Shuts China Store After “Bare-Handed” Drink Preparation

New Delhi, January 8, 2026: A major hygiene scandal has been triggered within the Chinese beverage market following the emergence of a disturbing viral video at a Chagee outlet. On January 5, 2026, a customer’s recording began circulating on social media platform Xiaohongshu, appearing to show employees at a branch in Zhejiang Province preparing signature milk tea drinks with their bare hands. The footage, which depicted staff members touching ingredients and garnishes without the use of mandatory gloves, sparked an immediate wave of public outrage and safety concerns.

Swift Suspension and Official Apology

In a rapid response to the growing backlash, the management of Chagee announced the immediate closure of the affected outlet on January 7, 2026. It was stated in an official apology by the brand that the actions seen in the video were a “serious violation” of the company’s strict operational standards. The staff members involved in the incident were promptly suspended, and an internal investigation was launched to determine how such a lapse in food safety protocols occurred at one of the country’s most popular premium tea chains.

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The Rigorous Standards of “Modern Tea”

The incident is viewed as particularly damaging given Chagee’s branding as a high-end, “modern” oriental tea provider. It has been argued by industry analysts that for a brand that charges a premium price, the expectation for impeccable hygiene is non-negotiable. The viral video showed a direct contradiction to the brand’s marketing, which often highlights precision and cleanliness. It was confirmed by the brand that all other outlets in the region have been ordered to undergo mandatory hygiene retraining sessions to restore consumer confidence in the “Chagee experience.”

Market Impact and Regulatory Oversight

The fallout from the “bare-hand” video has prompted local market regulators to conduct unannounced inspections of several beverage chains across the province. It was reported that health officials are examining not just hand hygiene, but also the storage temperatures of dairy products and the sterilization of equipment. As of January 8, 2026, the specific store remains shuttered, and a “zero-tolerance” policy regarding food safety violations has been reiterated by the local government. The incident serves as a grim reminder of how a single viral clip can jeopardize the reputation of a billion-dollar franchise.

The Struggle for Brand Loyalty in 2026

As the beverage market in China becomes increasingly crowded, brand loyalty is being tested by these recurring hygiene scares. It has been suggested by consumer rights advocates that digital surveillance and open-kitchen designs are no longer enough; a deep-seated culture of safety must be fostered among frontline staff. For Chagee, the road to recovery will require more than just an apology; it will require a transparent demonstration of systemic change. For now, the “bare-handed” drink preparation remains a trending cautionary tale for food service providers worldwide.