Taiwan’s Beverage Industry: Expanding Beyond Borders and Adapting to New Markets

According to recent data from Taiwan’s Ministry of Economic Affairs, the Taiwanese beverage shop market has demonstrated remarkable growth in recent years. Taiwan’s deep-seated love for beverages has led to a continuous influx of new hand-shaken drink brands and products, fostering collaborations across different industries while actively expanding into overseas markets. Statistics reveal that the revenue of Taiwan’s beverage shops surpassed the NT$100 billion mark for the first time in 2018. Although the COVID-19 pandemic temporarily caused a slight decline, the market rebounded in 2022 and continued its growth trajectory, with a 7.7% increase in 2023. This growth isn’t confined to Taiwan alone; the bubble tea craze in Japan has also captivated countless consumers, mirroring the fervor seen in Taiwan.

The Rise and Adaptation of Taiwanese Brands in Japan

The bubble tea boom in Japan can be traced back to around 2018, when it became a sensation primarily among high school girls, quickly becoming the beverage of choice for the younger demographic. “Gong Cha,” one of the key drivers of this trend, rapidly expanded its market share in Japan, leveraging high-quality Taiwanese tea and a diverse product range. However, as the bubble tea craze began to…