Marketers, this is a reminder to not engage in cultural appropriation, especially in a rushed attempt to show up for a heritage month.
Give credit where credit is due
Starbucks is under intense pressure; it lowered expectations for its full-year-2024 sales after a challenging quarter with in-store visits slowed globally. CEO Laxman Narasimhan said the company will try to boost U.S. store traffic this summer with new drinks. He referred to this new Starbucks Refreshers launch as its “first texture innovation” and hinted that more of these types of innovations would launch in the coming years.
However, Starbucks choosing the name “pearls” for its launch is a missed opportunity. It avoids the connection with boba tea culture and avoids creating a stronger connection with AAPI Heritage Month. The first iterations of the boba tea are said to have emerged in Taiwan’s traditional tea shops in the 1980s. Whether the brand meant to or not, it erases the history of boba drinks by not acknowledging it in-store and online.
When we learn from other cultures and are inspired, it’s important to give credit, especially if that inspiration leads to the launch of a new product or new content. Remember, when overseeing a large brand with a big platform, it’s also an opportunity to teach our consumers about history, culture and traditions that they have yet to be exposed to. It’s our responsibility as marketers to show cultural appreciation and role-model what that looks like in the greater marketplace.
Partner with challenger brands that are doing the work
Starbucks has been on a journey to be a more inclusive brand. The brand has bolstered inclusion on paid media, with 15% of its paid media budget in diverse owned, created and targeted media groups. The brand committed to spending $1.5 billion annually with diverse suppliers by 2030. As of fiscal year 2022, $882 million had been spent with diverse suppliers.
And its Artist Collaboration Series highlights artists from the Latin American, LGBTQ+ and Black communities and more through partnering on designs for their drinkware collection. In fact, for AAPI month, Monyee Chau’s art is featured on the latest collection of Starbucks drinkware.
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This was a moment for Starbucks to embrace cultural appreciation by partnering with a smaller brand, instead of launching a boba copycat or boba-adjacent product during AAPI Heritage Month.
BOBABAM launched its authentic Taiwanese at-home boba kits three years ago, available at retailers like Sprouts and Target. Bob Yau, the company’s Taiwanese-born founder and chairman, came home after a frustrating experience to get boba for his kids. He built the brand to find a better way to enjoy boba at home. It is now the instant boba category leader, with over 32 million drinks sold to date.