Travel & Dining·Jul 25, 2026
Chinese Tea Leaves Power New Milk Tea Wave in Japan
Premium cafes bet on aroma, flavor, and visual presentation to capture younger consumers beyond the bubble tea boom
By Aiko Nakamura · 3 min ·
Every BriefAsia story tagged Consumer Trends, newest first.

Premium cafes bet on aroma, flavor, and visual presentation to capture younger consumers beyond the bubble tea boom

A new generation of Japanese professionals enriched by the artificial intelligence sector is reshaping consumption patterns in the capital's high-end retail zones

The coffee giant adapts its China locations as local preferences shift beyond the American coffeehouse model it introduced a decade ago

Major beverage makers are expanding their non-alcoholic and low-alcohol portfolios as health-conscious drinking reshapes Japan's traditional beer market.