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Below is our recent interview with Mindy Jen, CMO at Empire Eagle Food Co., Ltd:
Q: Could you give us a brief introduction to BOBA EMPIRE and how it became a global innovation powerhouse in tea and milk beverages?
A: BOBA EMPIRE is a Taiwan-based brand built by Empire Eagle Food, a professional tea and drinking powder manufacturing company. We combine the artistry of bubble tea with advanced food technology to bring the culture of bubble tea into every global consumption scenario—from bubble tea wholesale materials, DIY kits, and ready-to-drink products to cross-industry applications like popping boba in savory dishes.
As a brand proudly rooted in Taiwan, we see bubble tea not just as a product, but as a cultural medium—one that can help the world discover the creativity, warmth, and innovation that define Taiwan.
Q: What makes BOBA EMPIRE stand out in the increasingly competitive beverage market?
A: Our strongest differentiation lies in cross-industry innovation and highly customized solutions. BOBA EMPIRE is not just about bubble tea—we offer comprehensive beverage concepts that span categories like desserts, savory cuisine, and even mixology.
As a Taiwanese brand, we’re skilled at fusing local ingredients and cultural elements into experiences. Our integrated in-house capabilities—from R&D and design to manufacturing and global logistics—allow us to tailor products to meet each market’s unique demands while delivering trend-forward, premium quality.
Q: Who is your ideal partner, and how do you create value for them?
A: Our ideal partners include:
- Global retailers, food chains, and F&B groups looking for novel and buzzworthy Asian beverage products;
- Brands aiming to expand into Asian-style dessert or beverage categories through licensing or co-development;
- OEM/ODM wholesale clients with high standards in quality, innovation, and product exclusivity.
We don’t just supply products—we co-create value. Through the lens of Taiwanese boba culture, we help our partners tell stories, build brand equity, and win new consumers in an increasingly experience-driven market.
Q: What exciting products or initiatives can we expect from you in the next 6 to 12 months?
A: At the upcoming ANUGA food expo in Cologne, Germany, we’ll be launching three flagship innovations:
- GABA Rice Matcha Amazake Latte – A daily wellness drink made with Japanese amazake, Taiwanese GABA / functional rice, and matcha. It’s nutritious, instant, and has won the A.A. Taste Awards with a 2-star “No Additive” medal.
- Popping Boba Ramen – A bold fusion that combines drink-style popping boba with savory dry noodles, creating an unexpected texture and visual twist. It redefines what “instant noodles” can be.
- Cocktail Popping Boba (EZ POPTAIL) – Designed for the mixology world, our alcohol-based and alcohol-flavored popping boba elevates cocktails / mocktails—both alcoholic and non-alcoholic—with playful color, flavor, and a unique sensory experience.
We hope to bring Taiwan’s creative spirit to more global dining moments.
Q: What is something unique about BOBA EMPIRE that people might not know?
A: We are a women-led company, with over 70% of our leadership and R&D team made up of women. We believe bubble tea is not only about taste—it is an expression of lifestyle and cultural connection.
Our brand ethos, “Reimagine Boba,” is about pushing creative boundaries with every sip and every pearl. As a Taiwanese company, we’re proud to show how a small island can deliver world-class innovation, warmth, and cultural storytelling through something as joyful as a cup of bubble tea.
Q: How is BOBA EMPIRE expanding boba beyond just beverages?
A: We’re constantly challenging the idea that boba only belongs in drinks. For example, our Popping Boba Ramen transforms boba into a savory, texture-rich highlight; our instant mochi mix, cocktail boba, and DIY dessert kits show how boba can be a versatile ingredient in kitchens, bars, and beyond.
These ideas are deeply inspired by Taiwan’s vibrant, ever-evolving food culture—and they allow boba to enter new markets and occasions in unexpected ways.
Q: What do sustainability and ESG mean to BOBA EMPIRE?
A: We believe great products should be kind to both people and the planet. BOBA EMPIRE is currently the only bubble tea brand in the world to receive a 2-star No Additive medal from the A.A. Taste Awards, and we are also the only manufacturer in Taiwan certified under the UK’s AA1000 ESG standard.
This reflects our commitment to clean-label development, sustainable practices, and responsible sourcing.
Our ESG actions include:
- Using natural colorants, real extracts, and local Taiwanese ingredients;
- Reducing packaging waste through biodegradable and lightweight options;
- Supporting farmers, women entrepreneurs, and inclusive work environments.
Q: How do you balance global scale with local flavor preferences?
A: We prioritize cultural adaptation in every market. Every country has its own taste memory, and our approach is to design globally but customize locally.
In Europe, we emphasize organic, clean-label, and BIO offerings. In the Middle East, we develop halal-certified and alcohol-free products. For example, we’ve created Dubai-style chocolate milk tea and bubble gum flavor fruit tea tailored to local preferences.
All of these innovations originate in Taiwan, and they’re crafted to help global consumers experience a piece of our island’s rich food heritage in a way that feels familiar, fun, and relevant.
Q: What advice would you give to food and beverage startups looking to go international?
A: To go global, you need to understand the gap between speaking a global language and respecting local culture. What sells well locally might not translate directly to a new market. My top three tips:
- Don’t just translate—reposition your product to fit local behavior;
- Turn cultural differences into product strengths;
- Build trust through strong local partnerships, not solo attempts.
As a brand from Taiwan, we’ve learned that long-term success comes from curiosity, humility, and resilience. Going global is not a sprint—it’s a marathon.
Q: Where do you see the global boba market heading in the next five years, and what role will BOBA EMPIRE play?
A: Bubble tea is no longer just a trendy drink—it’s becoming a universal taste language. We see it evolving into categories beyond tea, such as retail snacks, cocktails, wellness products, and even tech-integrated food experiences like AR-enhanced packaging.
BOBA EMPIRE is here to lead that transformation. With innovation at the core and cultural storytelling in our DNA, we aim to keep reimagining boba—so it can live in new spaces, touch new audiences, and most importantly, help the world experience the creativity and charm of Taiwan, one pearl at a time.
