The Popularity and Rise of Milktea

Filipinos enjoy eating, so no matter the season, occasion, or event, there will always be a broad range of dishes offered at every table to sate your appetite. In fact, there are Filipino customs that show whenever we eat food, we always say “kain po” or “kain tayo,” even to strangers, which shows compassion to others.

However, the best drink goes hand in hand with these wonderful delicacies. Due to the economic crisis brought on by COVID-19, many Filipinos were laid off during the height of the pandemic in our nation. This forced many of our countrymen to create enterprises in their homes, and this is where the rise of milk tea shops across our regions begins.

In Metro Manila, you’ll often see milk tea stores that come along with their witty ideas and branding. More often, due to popularity and competition, most of the shops offer bundles and promos to attract customers.

In a study conducted by students at the University of San Carlos in Cebu entitled “The Popularity of Milk Tea Amidst the COVID-19 Pandemic: Perspectives of Selected Entrepreneurs in Minglanilla, Cebu Philippines,” they said that the Philippines is the second most populous country in Southeast Asia in terms of bubble tea users.

In addition to this, K-pop contributes a massive effect to why Filipinos became addicted to milk teas. According to Daniel Matthew, in his insights on Quora, the milk tea fad has grown significantly over the years. Aside from the fact that it is something entirely new to the Filipino palate, the unexpected rise in Korean pop culture, and the love of food and sweetness among Filipinos.

Last but not least, it costs between 30 and 120 pesos, for which you can already sample several milk tea flavors. The accessibility and the price of the product are big factors in why this kind of business thrives in the Philippines.