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Insight of the Day: Why 20-somethings are driving bubble tea popularity across the United States

In recent years, bubble tea has experienced a surge in popularity across the United States, largely driven by Generation Zers. A recent CLS survey found that 94% of individuals aged between 20 and 29 have purchased bubble tea in the last few months1. This delightful beverage has even earned its own national holiday: National Bubble Tea Day, celebrated on April 30th.

But what makes bubble tea so appealing, especially among the younger generation? Let’s dive into the reasons behind its growing popularity:

  1. Novelty and Variety: Bubble tea offers a unique experience with its chewy tapioca pearls (boba) and a wide range of flavors. From classic milk tea to fruity blends, there’s something for everyone.

  2. Instagram-Worthy Aesthetics: The colorful appearance of bubble tea, complete with oversized straws and tapioca pearls, makes it highly shareable on social media. It’s not just a drink; it’s an art form!

  3. Cultural Influence: Bubble tea originated in Taiwan and quickly spread globally. Its cultural roots and exotic appeal contribute to its allure.

  4. Customization: Bubble tea allows customization. You can choose your tea base (black, green, or fruit), sweetness level, and toppings (like boba, fruit jelly, or pudding).

  5. Healthier Alternatives: Many bubble tea shops now offer healthier options, such as using real fruit and reducing sugar content. This appeals to health-conscious consumers.

  6. Community and Social Experience: Bubble tea shops often serve as hangout spots for friends. The communal aspect of enjoying bubble tea together enhances its popularity.

  7. Accessible Locations: Bubble tea shops are popping up everywhere, making it convenient for people to try this trendy drink.

 

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