Social Currency with Sammi Cohen Andrew Chau (Boba Guys) on Turning Bubble Tea Into a Cultural Movement, the Future of Cafe Culture and Strawberry Matcha
Dec 16, 2025
Join Andrew Chau, co-founder of Boba Guys and pioneer of artisanal bubble tea in the U.S., as he dives into the journey of transforming bubble tea into a cultural phenomenon. Discover his insights on authentic branding, the importance of educating customers about Asian culture, and how Boba Guys set trends in café aesthetics. Andrew also shares his creative process behind the strawberry matcha latte and discusses the evolving café landscape as it becomes more influenced by Asian flavors. Get ready for a delightful exploration of culture, consumer behavior, and community!
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From Pop-Up To Iconic Logo
- Andrew describes the first 2011 pop-up as a scrappy, adult lemonade stand with no sign until last minute.
- A five-foot Kinko's-printed logo became an early social-media moment and shaped the brand's "super" logo.
Know When To Quit Your Day Job
- Andrew waited until three stores over three years before quitting his corporate job to run Boba Guys full time.
- He advises building conviction slowly and know when accumulation signals it's time to commit.
Design And Storytelling Bridge Culture
- Andrew argues you can bridge culture without westernizing it by using design and storytelling as signifiers.
- He taught non-Asian colleagues about milk tea and used simple hooks to expand cultural understanding.
