We share a Pearl Milk Tea with Gong cha New Zealand marketing executive, Helen Sue.
Could you tell us a little about Gong cha and how it came to arrive in New Zealand?
In 1996, with humble beginnings, Super Wu opened his first tea shop, where he pioneered what would become our signature Milk Foam. After years of refining his craft, Gong cha – meaning “Emperor’s Tea” – was founded in 2006 in Taiwan with a mission to serve high-quality, freshly brewed teas with a focus on innovation and customer experience.
As of 2025, Gong cha has over 2,100 stores across the globe. Our first store opened in Auckland in 2015 to overwhelming enthusiasm, and thanks to the incredible support of our local communities, we’ve continued to grow and now have 30 stores nationwide!
What do you think are the brand’s most important values?
We live by our values of being genuine, respectful, adventurous, and place great importance on teamwork and having empathy. These core principles guide everything we do and keep us grounded in our vision to craft moments of joy and connection through tea, wherever we are in the world.
Bubble tea has seen a surge in popularity. Why do you think that is?
Bubble tea is more than just a drink. It’s an experience. It offers customisation, a wide range of flavours, and unique textures that appeal to people of all ages and backgrounds. Its visual appeal also makes it incredibly shareable on social media, which has helped accelerate its global popularity. At Gong cha, we stay ahead by continuously innovating and sourcing only high-quality ingredients and responding to customer feedback and trends. Seasonal menus, unique collaborations, and localised offerings help us stay fresh and relevant while always staying true to what makes Gong cha special.
What are your most popular products, and personal favourites?
Our top-selling drinks globally include the Milk Foam Green Tea, Pearl Milk Tea, and Taro Milk Tea.
Personally, I love the QQ Passionfruit Grape Green Tea, a twist on the ever-popular QQ Passionfruit. The grape element was originally introduced as a limited-edition feature last year, and due to overwhelming demand, we’re thrilled to offer it permanently!
How do you cater to local tastes while maintaining the brand’s identity?
Localisation is key. In New Zealand, we listen carefully to what our customers want, whether it’s dietary preferences, sweetness levels, or flavour trends. We tailor certain offerings to better suit the local palate while ensuring every drink aligns with Gong cha’s standards and identity. At the same time, we maintain a consistent core menu across all markets so our loyal fans around the world can always enjoy their favourites!
What are your aspirations for Gong cha New Zealand?
We’re committed to expanding across the country and bringing Gong cha to even more Kiwis. Beyond growth, we aspire to become a trusted part
of everyday life, a place where people come to relax, connect, and enjoy a cup of tea that brightens their day.
Any upcoming recipes or projects you’d like to share?
We’re particularly excited about a new limited-edition series launching in July. It’s something we think our fans will love, so keep an eye out for that. We’re also exploring sustainable packaging solutions and forging local partnerships that align with our values of community and environmental responsibility. A lot is brewing behind the scenes, so stay tuned!
