Problem
The NNMF tries to find $\mathbf{V}\in\mathbb{R}^{m\times r}$ and $\mathbf{W}\in\mathbb{R}^{r\times n}$ that approximates $\mathbf{X}\in \mathbb{R}^{m\times n}$ by their product $\mathbf{VW}$ $$ \min_{\mathbf{V},\mathbf{W}}\Vert \mathbf{X}-\mathbf{VW}\Vert_F^2 \tag{1} $$ I am not sure if there is any way that I could show that this general formulation is convex or not (not the scalar case)?
I found some related results
The answer you linked shows that this formulation is non-convex.
As for the claim in the paper you linked https://arxiv.org/pdf/0810.2311.pdf that the Non-Negative Matrix Factorization (NNMF) is actually convex, that's only true under a non-standard definition of convex optimization problem.
Specifically, in section 2.2.4 of the paper
Per p. 6-17 of the lecture notes https://class.ece.uw.edu/578/fazel/lectures/problems3.pdf convex vector (multi-objective) optimization problem
minimize (w.r.t. cone (partial order) K) $f_0(x)$
subject to $f_i(x) \le 0$, i= 1, . . . , m
$Ax= b$
with $f_0$ K-convex,
$f_1, . . . ,f_m$ convex
But a K-convex function is not a convex function. Local minimum is not a global minimum.