BOBABAM uses authentic tapioca boba in its product line and, according to the brand, “boba is a springy, chewy tapioca ball derived from the cassava root. With a bouncy, chewy texture known as QQ, these little black tapioca balls take your mouth on a joyride.”
There was an opportunity here for Starbucks to create a new line of flavors with BOBABAM, crafting the beverage in its store, while giving credit to its partner and sharing the history of boba tea. It could have also carried BOBABAM kits in its stores, magnifying the story of their partnership in social media channels and in the greater marketplace. This could have been another moment for Starbucks to have amplified and lifted an AAPI founder.
When brands like Starbucks that are committed to being more inclusive make mistakes, it’s a reminder for all of us. The line between cultural appreciation and appropriation can get blurred.
When in doubt, partner with those brands that can help you authentically honor and serve traditions and cultures you are working hard to represent. Just say no to cultural appropriation.