Hang out in the center of Paris and you’ll quickly notice that Gen Zers can’t live without their gang of pals, a pair of blue stone wash high-waisted jeans and a bubble tea. If there were only a few places selling this Asian drink a year ago, they appear to have multiplied in the French capital. Aside from the Jennyfer (or Ulta Beauty) sales, long waiting lines of junior high school students have become an undeniable forerunner of the presence of this sort of store.
Those who want to try it out need first to find the ultimate spot to have it. The one that goes viral on social media because it has just opened, offers brand new flavors or presents a highly instagramable decor. The best place to show up. The best place to say, “I was there”. In the world of pearl milk tea or “boba”, turning a retail place into a destination is not a theoretical ambition.
“Why is this beverage so popular among Zoomers?” may wonder those who don’t belong to this generation. Actually, the first virtue of bobas for Gen Zers is to be not consumed by other people than their peers. Is there another product able to claim such exclusivity? Kids have fun with Capri Sun Roarin’ and Kool Aid Jammers. Their parents spend time comparing Bartillon or Amorino ice cream reviews. While Millennials try to fnd the best burgers and “Fooding” establishments, Zers have some peace and quiet to enjoy their bubble teas. Their private turf… Never far from tacos.
Another reason for this success is the endless combination of options. It’s made with green tea and tapioca, right. But oolong or sencha? Hot or cold? With cow, soy, almond or rice “milk”? Watermelon, mango or peach…? Much worse than for an ice cream, the Cornelian choice triggers debates that have the advantage of being the early stage of a conversation, of socialization. Finally, a bubble tea is a takeaway drink, with a lid cover and a straw. Zoomers find it perfect for walking around with their mates, because a thumb remains available to answer to the urge of engraving this moment in the memory of social networks.