The Secret Behind Hong Kong's Top Bubble Tea Brand Loyalty

The bubble tea market in Hong Kong has evolved from a youth-centric fad to a multi-demographic daily indulgence. With over 200 active bubble tea outlets across the city, competition is intense, and brand differentiation is increasingly rooted in perception, emotional affinity, and innovation. This study, conducted across n = 1,000 respondents aged 15-45, focused on unaided recall, aided recall, top-of-mind awareness, brand attributes, emotional connection, and personality perception.
Unaided & Aided Brand Recall.

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Unaided recall pertains to the brands that consumers can recall without any prompts. Leading in this category were The Alley (23%), followed by Tiger Sugar (19%), and Gong Cha (17%), with notable mentions for Heytea and Yifang. It was observed that younger respondents, specifically those aged 15 to 24, were more likely to mention trend-driven brands such as The Alley or Heytea, while adults aged 30 to 45 showed a preference for more established brands like Gong Cha.

In terms of aided recall, the figures were understandably higher. When provided with a list of popular brands, Gong Cha achieved the highest recognition at 78%, followed by The Alley at 74%, Tiger Sugar at 66%, and Heytea at 61%. Interestingly, although CoCo and Sharetea did not feature prominently in unaided recall, they performed well in aided recall, indicating a level of latent awareness despite a lower presence in spontaneous brand recognition.

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Top-of-Mind Recall
When participants were prompted to identify the first brand that came to mind, The Alley emerged as the leader with 21%, followed closely by Gong Cha at 18% and Tiger Sugar at 14%. These brands were predominantly recognized for their unique aesthetics, consistent flavor profiles, and visibility through influencers. Notably, The Alley has capitalized on its Instagram-worthy store designs and distinctive cup styles.

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