Let's Go to Milan | Bringing a Cup of Bubble Tea To Milan

By/ Angela Liu, CFO of Chun Shui Tea Group

Published in / December 2015, 2nd journal of “Chunshuier”

Expo 2015 in Milan Optogo Taiwan Pavilion

For over 25 years, bubble tea has enjoyed immense popularity in Taiwan. Growing up in the place where it all started, we considered it a globally ubiquitous beverage, an integral part of life. However, upon crossing the Pacific, we were surprised to find that this beloved tea drink, which we had assumed was prevalent worldwide, remained relatively unknown in the Italian fashion capital dominated by coffee, with only sporadic appearances in local Chinatowns. Determined to change this, and with the enthusiastic support of our general manager, who shares our passion for introducing bubble tea to new audiences, we actively responded to the citizen-organized OPTOGO event — “OPTOGO - One Pavilion To Go, Bringing Taiwan Pavilion to the Expo 2015 in Milan”.

On August 31 and September 2, our team of four arrived in Milan with mixed emotions of nervous anticipation and excitement, ready to share our passion with the world. Each team member was tasked with specific responsibilities. Manager Yi-Hua oversaw the maintenance of the quality formula and the brewing of our original juice products. In an unfamiliar environment, where water quality and equipment specifications varied, Yi-Hua's expertise was crucial in adapting on the spot to craft soulful bubble tea and faithfully present the authentic taste of Chun Shui Tang from Taiwan. Section Chief Xiao-Ya supported supply replenishment and brewed the original juice products. Known for her thoughtfulness and meticulous approach, Xiao-Ya always ensured thorough preparation. With her expertise in warehouse management, she excelled in packaging, contributing to the efficiency of our daily operations. Xiao-Chan from the Dadun store served as the ambassador for bubble tea. With rich experience and a composed demeanor, she was responsible for providing both English and Chinese instructions for making bubble tea and arranging the display of DIY tools. I was in charge of media interviews and spokesperson duties, as well as translating the corporate culture and bubble tea DIY explanations.

On our first day in Milan, Manager Yi-Hua (Product Department Manager) and Xiao-Ya, (Product Department Specialist), encountered a setback when they discovered that the materials shipped from Taiwan hadn't arrived due to customs and logistics issues. Determined not to compromise on quality, with the help of volunteers from OPTOGO, we embarked on a city-wide search for tools and materials but encountered difficulties due to unique specifications that were not common in Italy. Despite our efforts and time spent, suitable materials and tools remained elusive.

Upon receiving news of our predicament, our second group swiftly brought six kilograms of tapioca pearls and tea leaves, rushing to join us after a 24-hour long-haul flight. Together, we continued our search for the necessary supplies.

By the third day, fatigue was setting in as we scoured the streets for suitable cane sugar. It was then that Yi-Hua remarked, “Do you realize we've walked a total of 25 kilometers in the past two days just to find sugar and creamer? It's remarkable how, despite our preference for driving or riding in Taiwan compared to walking, we've become avid walkers here. Human potential is truly limitless!” With the assistance of the event organizers, we finally managed to rearrange and gather all the necessary tools and materials the day before the Taiwan Food Pavilion opened in Italy, eagerly awaiting the event's commencement.

In Italy, coffee is the daily drink of choice, with tea consumption primarily centered around hot beverages.

During the event, the Taiwan Food Pavilion hosted two dinner banquets daily. To pique the curiosity of locals about bubble tea, we arranged a bubble tea DIY activity as the opening show before dinner.

Despite the challenges of using a foreign language in an unfamiliar venue and interacting with people from diverse backgrounds and nationalities, initial anxiety dissipated upon witnessing everyone's smiles and the flurry of cameras as they began shaking the tea. Observing foreigners chewing on tapioca pearls with expressions of curiosity and confusion, followed by their faces lighting up with satisfaction upon tasting, was truly heartwarming. For many, this marked their first taste of bubble tea ever!

Contemplating the prospect of introducing the world to the finest and most innovative bubble tea, I couldn't help but swell with pride for Chun Shui Tang! That evening, amidst the banquet festivities, we were continuously approached by volunteers inquiring if there was any additional bubble tea available for purchase. It transpired that ethnic Chinese individuals outside the restaurant, unable to secure a reservation, had caught wind of Chun Shui Tang's bubble tea and were willing to pay €35 for a taste of nostalgia from home. Sadly, despite the overwhelming demand, our meticulously calculated supplies left us unable to accommodate the additional requests, much to our regret.

As anticipated, bubble tea garnered immense popularity in Milan. Following each DIY session, inquiries about opening a Chun Shui Tang store in Milan or exploring collaboration opportunities would flood in. Prior to this experience, many had never fathomed that tea could be so delectable! This serves as a testament to the fact that taste buds across the globe share a consistent and universal standard for deliciousness. On a personal note, I also aspire for Chun Shui Tang to one day establish a presence in this world-renowned fashion capital. I envision selling Chun Shui Tang's innovative and exquisite drinks to the world, akin to the sale of luxury items, and sharing the joy of our creations with discerning customers worldwide.

While in Milan, we couldn't pass up the opportunity to experience the real Expo 2015. With its theme “Feeding the Planet, Energy for Life”, the Expo 2015 aimed to ensure that every inhabitant of the earth has access to healthy, safe, and sufficient food. It delved into various environmental issues through captivating performances, immersive experiences, insightful seminars, and tantalizing food tasting sessions. Each participating country spared no effort in showcasing its unique characteristics and strengths, drawing crowds from across the globe to come and explore. Unfortunately, due to the limited time available for visiting, and the overwhelming crowds, after queuing for several hours, we only managed to see four pavilions (out of hundreds of national pavilions). According to the personal accounts shared by the volunteers following their visits, the German pavilion emerged as the unanimous favorite. Its expansive exhibition hall, reminiscent of Noah's Ark, was equipped with an array of cutting-edge technologies, offering an exceptional educational and entertaining experience. For instance, visitors could utilize cardboard interfaces resembling iPads to interactively access information at specific points. At the same time, various somatosensory technologies and interactive scenarios were employed to illustrate the environmental impact of human activities, fostering reflection on environmental conservation. Moreover, the pavilion featured a captivating Bbox performance, allowing audiences to fully immerse themselves in the spectacle. The overall layout and ingenuity of the exhibition were truly commendable, showcasing the depth and innovation of a global technological powerhouse.

The Japanese pavilion unsurprisingly stood out as nothing short of exemplary. From the moment one stepped inside, the meticulous attention to detail was palpable, evident in every aspect of the venue, from performances to settings for each segment. Utilizing dazzling visual technology, they artfully showcased Japan's changing seasons and its wealth of ingredients. Through captivating video dining table settings and theatrical performances, they ignited the audience's appetite for Japanese cuisine. Furthermore, they didn't overlook the opportunity to showcase their future technological prowess, offering visitors a ride on a single-person mechanical vehicle. However, the downside was the lengthy wait time, with visitors enduring up to three and a half hours under the scorching sun to enter the Japanese pavilion, indicating its immense popularity.

Of course, we couldn't resist participating in some tourist activities and decided to visit the magnificent Milan Cathedral to immerse ourselves in its sacred halls. As we ascended to the top, we were greeted by breathtaking views of the architectural marvel set against the backdrop of the blue sky, the sprawling cityscape, and the rich cultural tapestry of the area.

For those with an appreciation for lifestyle goods, a visit to the nearby la Rinascente department store is a must to explore the abundance of design treasures readily available.

Lastly, don't forget to walk over to the adjacent Galleria Vittorio Emanuele II and step on the bull mosaic, then spin around three times. It symbolizes your promise to return next time.

I took this tradition seriously and spun three times, telling myself, “Yes, one day we will come back!”