Tiger Sugar: How the Taiwanese Bubble Tea Pioneer Navigates Challenges in China's Crowded Market
August 1, 2024
The Rise of a Visual Beverage Icon
Tiger Sugar (老虎堂), a Taiwanese beverage phenomenon, revolutionized the global drink scene in 2017 by introducing the world’s first “edible art” – the iconic black sugar tiger-striped cup. As the originator of this viral aesthetic, the brand quickly captivated Gen Z and young professionals with its Instagram-worthy drinks, positioning itself as a leader in the premium milk tea category.
Product Innovation: Beyond the Hype
Unlike generic bubble tea chains, Tiger Sugar leans into its Taiwanese roots with a “black-centric” menu divided into four distinct categories:
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