The Impact of Gen Z on the Growing Popularity of Boba Tea in the US

TLDR

It seems the boba tea trend is only getting bigger. And you can thank Gen Z for that.

In case you're not familiar, boba tea—or bubble tea, as it's also known— typically consists of black tea, milk, tapioca pearls, and various flavors. It's been popular in Asia for years, but it's only recently started gaining traction in the US.

And as with any trend, there are always those who are leading the charge. For boba tea, that would be Gen Z. This generation has an adventurous palate and a love of new experiences, which has helped fuel the growing popularity of boba tea.

So what does the future hold for this trendy drink? We think it'll only continue to grow in popularity, especially among Gen Zers.

How Boba Tea Became Popular in the US

Boba tea first appeared in the US more than a decade ago, but it's only recently that its popularity has surged. A recent CLSA survey shows that 94% of those aged 20-29 bought boba tea in the last few months.

So what's behind this sudden increase in demand? Well, a lot of it has to do with Gen Z. This generation is unique in that it's both the most diverse and the most connected. Gen Z is also more environmentally conscious and more health-conscious than their predecessors.

All of these factors come into play when it comes to Boba tea. Gen Z is drawn to its diversity and its social aspect—it's a drink that you can enjoy with friends. And because it's made with natural ingredients, they see it as a healthier alternative to other drinks like soda or energy drinks.

How Gen Z Is Driving the Popularity of Boba Tea

You may not know this, but boba tea is actually a Taiwanese invention. It was brought over to the US by Taiwanese immigrants, and it gradually started to gain in popularity. But it wasn't until Gen Z came along that boba tea really took off. This generation is incredibly diverse and global-minded, and they appreciate different cultures and flavors. That's why bubble tea is so popular among them—it's a unique drink that offers a taste of Taiwan and its culture.

Chain stores like Gong cha have led the movement of bubble tea from Asia into the US, and it doesn't seem to be stopping anytime soon.

What is it about boba tea that Gen Z loves so much? Some say it's the nostalgia factor—many of them grew up drinking it in Asia. Others appreciate the social aspect of it, being able to meet up with friends and chat over a cup of tea. And let's not forget about the immense variety of flavors and toppings available. No matter what the reason, it's clear that Gen Z is driving the popularity of boba tea.

The Role of Social Media in the Popularity of Boba Tea

Social media has become a major factor in the growing popularity of boba tea. It's no surprise that boba tea items, which are so esthetically pleasing, are taking the Insta-sphere by storm. The combination of natural and artificial colors, texture, and the options to create custom combinations make it more attractive to younger generations.

What's more, influencers and celebrities such as Billie Eilish, Selena Gomez and Post Malone are helping to increase the awareness of boba tea among Gen Zers. Given all these factors, it's no wonder boba tea is rising in popularity in the US!

Exploring Boba Guys: Successful Boba Business Amidst a Pandemic

With the rise of boba tea in the US, it's no surprise that more and more businesses are popping up. One example of a successful boba business is Boba Guys. They started out as a small pop-up in 2012 and now have stores all over California, New York, and Texas.

What sets Boba Guys apart from other boba places is their use of high-quality ingredients and commitment to making a great product. For example, they use organic milk and organic matcha powder in their teas. Their founders, Andrew Chau and Bin Chen, are also constantly innovating and coming up with new flavors and offerings.

Boba Guys has been successful not just because of their product, but also because of their marketing. They've been able to tap into social media and create a strong brand identity. Their fun and quirky branding has resonated with young people, especially Gen Z.

Boba Guys' success is a testament to the growing popularity of boba tea. It's clear that there's a demand for quality boba, and Boba Guys is meeting that demand. With their delicious teas and creative marketing, they're poised to continue their growth in the years to come.

Despite the pandemic, Boba Guys have continued to thrive by pivoting to different strategies like e-commerce sales, delivery services, and pre-packaged drinks. From their wide variety of flavors (200+ flavor combinations!) to their tens of thousands of customizations (who knew that was even possible?), it's clear why Boba Guys has been so successful. It has something for everyone!

Conclusion

It seems that for the Gen Z crowd, Boba Guys and other Boba shops have become the new Starbucks, a hangout spot for meeting friends and spending time together. This is likely due to the sense of community these stores cultivate on Instagram and TikTok, which is something that Gen Z values.