Boba has always been the symbolic drink of Taiwan.The popularity of the drink has led to a significant increase in the number of boba brands in Taiwan. In recent years, Taiwanese YouTubers— individuals in Taiwan who produce videos on Youtube to earn profit— have started several new boba brands. These YouTubers’ already existing online popularity gives them a head-start in promoting their businesses. The positive images they make lead audiences to give their drinks a try out of curiosity and support. 

Being one of the first YouTubers to start a boba business, Crown Du created her own brand– NAP TEA–  in early 2020. With more than 1 million subscribers and 50 thousand followers on Youtube and Instagram, Crown successfully advertised her new business before her first store opened in Taipei. The most influential method might have been her YouTube videos about opening her own boba business. Crown created a documentary-type video showcasing how she established the brand from the very start of her entrepreneurial path. Scenes such as selecting cups and logos, trying different tapioca and drinks to find the best, and calculating the profits were featured in the videos. In addition to the scenes, Crown also explained her motive for launching the new boba brand. Expressing her enthusiasm in “trying new things” and drinking boba, Crown successfully connected with fans and viewers through her YouTube channel. On NAP TEA’s opening day, the shop attracted so many customers that it ran out of ingredients and had to close early.

As of 2024, there are already more than 10 boba brands started by YouTubers and influencers in Taiwan. This showcases the power of the internet and social media platforms in shaping Taiwan’s boba culture. Both are undoubtedly powerful tools for YouTubers like Crown Du to seek new business opportunities. As this trend continues to grow, content creators will pave a new, creative, and unique path for the phenomenal drink that represents our country.