Taking a Bubble Tea Brand Overseas: Market Assessment, Trademarks, Ingredient Supply Chain and Store Replication

3 Models for Overseas Expansion

Model	Features
Company-owned	The brand invests and operates itself: high control, high capital and risk
Joint venture	Co-invest with a local partner and draw on local resources
Regional licensing	A local partner gets regional rights; the brand supplies systems and ingredients

For franchising versus starting your own brand, see Bubble Tea Franchise vs Your Own Brand.

6 Things to Prepare

1. Market assessment: consumer habits, competing brands, rent and labor costs; see our guides to the US, Japan, Europe and Southeast Asia.
2. Trademarks: protection is territorial. According to the World Intellectual Property Organization (WIPO), you can apply to each target country’s trademark office or use the Madrid System; confirm local registration before entering a new market.
3. Regulations: food additives, labeling, business registration and hygiene rules; see Taiwan Food Export Process.
4. Ingredient supply chain: decide which ingredients to export from Taiwan and which to buy locally.
5. SOPs and training: so overseas stores make drinks that taste the same; see Bubble Tea Shop SOPs and Staff Training.
6. Menu localization: adjust sweetness, toppings and seasonal items to local tastes; see How to Plan Seasonal Drinks.

Planning the Ingredient Supply Chain

Ingredient	Common approach
Tea leaves, tapioca pearls, syrups, powders	Export from Taiwan to keep the signature taste
Fresh milk, fresh fruit, ice	Buy locally
Packaging	Decide based on local regulations and cost

When exporting from Taiwan, consider:

• Consolidation and ocean freight: ship many items at once; see FCL vs LCL.
• Trade terms: FOB, CIF, DDP and others; see FOB vs CIF vs CFR.
• Documents: invoices, packing lists, certificates of origin and so on; see International Trade Documents.
• Safety stock: allow for production, ocean transit and clearance time to avoid running out.

Trade Arrangements for Multi-Country Expansion

When opening in several countries, one hub can handle purchasing and collections while ingredients ship directly from Taiwan to stores in each country, a triangular or multilateral trade structure; see What Is Triangular Trade? and What Is Multilateral Trade?

How Tang Sugar Can Help

Tang Sugar provides bubble tea ingredient exports, consolidated shipping and triangular and multilateral trade arrangements, as well as tea shop opening services and brand licensing and distribution. Contact us.

FAQ

How do bubble tea brands expand overseas?

Mainly through company-owned stores, joint ventures or regional licensing. Before going, assess the market, register trademarks, learn the regulations, build an ingredient supply chain, codify SOPs and adapt the menu.

Should I register my trademark before expanding overseas?

Trademark protection is territorial, so apply to the local trademark office, or through an available international registration route, before entering a new market.

Should overseas bubble tea stores import ingredients from Taiwan?

Ingredients that define the signature taste, such as tea leaves, tapioca pearls, syrups and powders, are often exported from Taiwan; fresh milk and fruit are bought locally.

How do you supply ingredients to stores in several countries?

One hub can handle purchasing and collections while ingredients ship directly from Taiwan to each country, a triangular or multilateral trade structure.

Further Reading

• How to Become a Bubble Tea Ingredient Distributor
• Taiwan Food Export Process
• What Is Multilateral Trade?
• Custom Printed Cups and Sealing Film

Sources

• WIPO: Trademarks