Starbucks' Summer-Berry Refreshers and the Broader Boba Industry

As you may have seen, Starbucks recently launched its Summer-Berry Refreshers, featuring “juicy raspberry flavored pearls” that bear a striking resemblance to those lovely tapioca pearls - boba, yet are distinctly marketed to avoid any direct association with the authentic Taiwanese drink.

This move comes at a time when the global boba market is booming, valued at $2.4 billion in 2020 and projected to reach over $4.3 billion by 2026. Following a disappointing earnings quarter, Starbucks appears to be eager to tap into other trending markets, making this a strategic, albeit in my opinion culturally controversial, decision.

The commercialization of Asian-American products for the U.S. market is not a new phenomenon. We've seen the rise of chili crisps and a slew of other Asian-inspired culinary trends gaining mainstream popularity. Starbucks’ latest endeavor with their Refreshers continues this trend but raises significant questions about cultural authenticity and respect to the original source.

The release of these Refreshers has implications for the broader boba industry, particularly for brands like BOBABAM. Founded in 2021 by Ron Escopete and Bob Yau, BOBABAM has become a leader in the boba market, experiencing massive growth and achieving eight-figure sales in its first year. Now it’s the #1 best-selling beverage in the frozen set, BOBABAM is projected to serve over 75 million drinks by the end of the year.

One of the most glaring issues with Starbucks’ new product launch is its timing and marketing approach, especially during AAPI Heritage Month (May). By labeling their product as “boba-like” or “boba-inspired,” Starbucks sidesteps acknowledging boba’s roots. This omission is a missed opportunity to pay homage to a key cultural element of the Asian-American community, particularly during a month dedicated to celebrating and recognizing Asian American and Pacific Islander contributions.

This could have been a really strong activation for them this month, tapping into the clearly booming consumer interest in this type of product and more broadly the Asian-inspired products.

It’s not like Starbucks hasn’t done this before either, look at what they did with Matcha and Chai. Stripping it of their ethnic backgrounds and authority into simply some genericized “basic” drink.

BOBABAM’s QQ Revolution

In response to Starbucks’ entry into the boba-like market, BOBABAM is launching a campaign called the “QQ Revolution.” This campaign aims to educate consumers about the authenticity of tapioca boba and petition Starbucks to include real boba on their menu alongside their “flavored pearls.” BOBABAM is also offering coupons for its instant boba drink kits at retailers nationwide, providing an alternative for consumers who prefer authentic tapioca boba over what they term as “fauxboba.”

Rise of Asian-American Food Brands

The success of Asian-American food brands like Sanzo, MìLà, Fly By Jing and Nguyen Coffee Supply further underscores the consumer demand for authentic and culturally resonant products.

• Sanzo, known for its Asian-inspired sparkling water, has rapidly gained popularity by offering flavors like lychee, calamansi, and yuzu. Sanzo has raised $16 million in funding and is available in major retailers such as Whole Foods and Target.

• Nguyen Coffee Supply, the first specialty Vietnamese coffee company in the U.S., highlights the unique flavors of Vietnamese coffee and promotes sustainable practices. Nguyen Coffee Supply has raised $2.6 million and is available in over 4,000 stores and online platforms.

• Fly By Jing, a modern Chinese food company known for its Sichuan chili crisp, has raised $12 million and expanded its product line to include sauces, dumplings, and spices. Fly By Jing’s products are available online and in various retail locations, including Whole Foods and Target.

• MìLà, formerly known as Xiao Chi Jie, specializes in frozen Chinese soup dumplings and has carved out a niche in the frozen foods market. MìLà has raised over $21 million and its products are available online and in select grocery stores, bringing the taste of authentic Chinese cuisine to a wider audience.

  • I recently sat down with the founder, Jen Liao to talk all about her brand!

These brands exemplify this broader trend of consumers seeking genuine and diverse food experiences, celebrating the cultural heritage and stories behind these products. They also demonstrate the significant market potential for Asian-American food brands that prioritize authenticity and quality.

The Broader Narrative

This intersection of Starbucks’ Refreshers and the broader boba industry speaks to a larger narrative of cultural appropriation versus cultural appreciation. As mainstream brands like Starbucks introduce products inspired by authentic cultural items, the importance of acknowledging and respecting the origins of these products cannot be overstated.

The brands mentioned in this article and their respective growth reflects a genuine consumer interest in diverse and authentic culinary experiences. Brands like BOBABAM, Sanzo, and Omsom highlight the demand for authenticity and cultural integrity in the market. Starbucks, with its global influence, has the opportunity to either support this authenticity or overshadow it with watered-down interpretations.

Conclusion

Starbucks’ Summer-Berry Refreshers launch during AAPI Heritage Month, featuring “juicy raspberry flavored pearls,” has sparked conversations about cultural authenticity and respect in the commercialization of ethnic products. As the boba market and general Asian food brands continue to grow, the responses from more authentic-led brands like BOBABAM showcase the ongoing demand for genuine cultural products and the importance of honoring the heritage behind them. This unfolding story reflects broader themes of cultural appreciation and the dynamics of mainstream commercial success in a diverse market landscape.

I hope that Starbucks and other brands diluting culturally relevant food and products for a more general palate can learn the errors of their ways.