In a bustling report from New York, Miss Li expressed her irresistible temptation for pearl milk tea. The combination of tea’s fragrance with the smoothness of milk, topped with chewy pearls, creates a satisfying sweetness that resonates deeply within. The rich texture of milk tea has captured the hearts of consumers of all ages, as seen by the long queues that have persisted outside tea shops in New York for several years.
As the city gradually recovers post-pandemic, milk tea shops have been sprouting up like mushrooms in Manhattan’s Chinatown area. Particularly noteworthy is the coexistence of local artisanal brands and large chain brands, intensifying the market competition. Four years ago, “Miss Du’s Tea Shop” made its mark in the bustling heart of Chinatown, drawing locals and tourists alike. However, the increasing presence of chain stores has placed a strain on the survival of local milk tea sellers.
One of the staff members at “Miss Du’s Tea Shop,” Miss Wang, shared, “The owner has a special love for tea drinks, intending to create exceptionally delicious fruit teas using natural ingredients, perfect for friends to enjoy together. They also hoped to showcase some Chinese elements to foreigners through this shop.” Since its establishment in 2021, the business steadily flourished in the first three years.
Yet, with the continuous influx of chain brands into Chinatown, the competition has become fierce. Mainland Chinese brand “Hey Tea” opened several branches in Chinatown, focusing on organic ingredients. Sean, the manager of a branch opened last year, mentioned that “Hey Tea” uses organic tea leaves from their own plantation, paired with organic milk and fresh fruits, establishing itself as the “most popular brand in Asia.” The moment the branch opened, it successfully attracted numerous tourists and locals alike.
Miss Liu, who works in Midtown Manhattan, disclosed that she and her colleagues frequently patronize “Hey Tea” due to its excellent ingredients and flavors. On the other hand, Miss Li, a young local working in Chinatown, enjoys her milk tea fix two to three times a week, particularly favoring the Taiwanese brand “Chi Cha San Qian” that arrived last year. Both customers believe that the added real fruits and other authentic ingredients in the reasonably priced milk teas around $10 are truly worth it.
With the constant addition of chain brands, “Miss Du’s Tea Shop” has started feeling the pressure. Miss Wang revealed, “70% to 80% of our customers are foreigners, with only about 20% to 30% being Chinese. Fortunately, we have more repeat customers.” She expressed hope for the lively “Open Street” events to kick off this year. Last summer weekends, Chinatown’s Business Improvement District (BID) organized various activities on the street in front of the shop, attracting a significant influx of tourists and greatly benefiting their business.
Moreover, “Miss Du’s Tea Shop” continues to innovate by introducing new items such as 100% fruit shaved ice in addition to the traditional milk teas. To cater to changing customer preferences, a variety of novel beverages like hand-shaken tea from Sichuan Zigong, known for its refreshing taste, along with unique creations like Yakult, yogurt, and milkshake-based milk teas, are offered, totaling 92 beverages across 13 categories at the store.
The executive director of Chinatown’s Business Improvement District, Mr. Chen, pointed out that with the pandemic subsiding, new businesses are continually opening in Chinatown, with milk tea shops thriving, some extending their branches to other areas of New York. He highlighted that popular milk tea brands invest two months’ worth of salary during staff training and have exceptionally high standards for ingredient formulas, meticulously measuring every ingredient on a scale and precise temperature control.
Mr. Chen believed that the substantial customer traffic instills confidence in businesses to continue operations. In the past, milk tea shops not only gained popular acclaim but also revitalized storefronts that had previously closed due to economic difficulties. Brands like “Miss Du’s Tea Shop” and “Hey Tea” stand as prime examples of this revival.
Amid rising prices, the cost of milk tea has also escalated, but this has not dampened the enthusiasm of milk tea enthusiasts. Mrs. Li, residing on the outskirts of New York, shared that her whole family are avid milk tea fans. “Initially priced at only three to four dollars a cup, it has become more costly. Nevertheless, whenever I visit Chinatown, I must find a milk tea shop to relax and enjoy tea,” she chuckled, saying, “The Chinese are ingenious, inventing this drinking style that has conquered everyone’s taste buds.” She firmly believes that this charm is irresistible even to foreigners.