Olivia Chen and Pauline Ang, co-founders of the boba milk tea brand Twrl, have made three attempts to secure a spot on “Shark Tank,” the renowned ABC reality show for aspiring entrepreneurs. Recent developments, however, have taken an unexpected turn as they have the opportunity to present their business to a notable investor—actor Simu Liu. This opportunity arose after they shared a TikTok video supporting Liu in his critique of a boba drink brand’s cultural appropriation on “Dragons’ Den,” the Canadian counterpart to “Shark Tank.” The video caught Liu’s attention, prompting him to request a pitch deck from Twrl’s founders.
Chen expressed her initial skepticism about the situation being genuine after she posted the video the day following her viewing of the “Dragons’ Den” segment. She felt compelled to raise awareness about alternative brands that honor boba culture, which led her to create the video.
The controversy surrounding the “Dragons’ Den” episode has reignited discussions about the fine line between cultural appropriation and appreciation for businesses operating on practices that are not inherently theirs. There is no definitive guide on navigating this complex issue, and it emphasizes the consequences when individuals, disconnected from particular cultures, profit from products steeped in cultural significance. The founders of Twrl hope that their proactive stance will enhance these conversations and bring education to the forefront.
During a recent episode of “Dragons’ Den,” Liu, serving as a guest venture capitalist, chose not to invest in Bobba, the Quebec-based boba brand, which offers a range of bottled drinks and various boba products. Liu expressed concern over supporting a business that capitalizes on something closely tied to his cultural heritage, highlighting that their packaging failed to recognize boba’s origins in Taiwan.
According to Juily Phun, an expert in Asian American studies, while Taiwan is often hailed as the birthplace of the modern boba drink—comprising sweetened tea, milk, and boba pearls—it has historical roots that reach back centuries beyond the island nation. The main ingredient, tapioca starch, derives from cassava, a root vegetable originating in South America, which made its way to Africa and Asia due to colonization. This intricate history illustrates how boba evolved over time, with its first shops appearing in the U.S. during the 1990s, though there is still debate over whether its American emergence began in the San Francisco Bay Area or Southern California.
Today, the popularity of boba shops is staggering, with even large corporations like Starbucks and Jamba Juice dabbling in boba offerings, although their limited integration in menus does not pose significant competition to Asian American-owned businesses. Phun commented on the disconnect of large corporations attempting to attract consumers with a single trendy product, emphasizing that authenticity is crucial in appealing to modern consumers who prioritize aligning their spending with their values.
Megan Ruan, co-general partner of Gold House Ventures—an investment fund for Asian and Pacific Islander entrepreneurs—stressed the importance of shared experiences. Gold House aims to enhance representation in venture capital so that founders from marginalized backgrounds connect more readily with investors who share similar experiences.
Chen, of Taiwanese American descent, expressed her dismay towards the motivations of Bobba’s founders, suggesting that their interest in boba stemmed from its market potential rather than genuine passion. She longed for more acknowledgment and appreciation of the cultural significance behind boba tea.
Ruan encouraged aspiring entrepreneurs to remain genuine and straightforward in their messaging, noting that personal narratives usually resonate more powerfully with consumers. The founders of Twrl have established connections with family-owned tea farms in Japan and China, with their boba toppings sourced from Taiwan. They also collaborate with artists representing the Asian diaspora to create their product packaging. Twrl offers innovative flavors like ube, connected to Filipino culture, and hojicha, a roasted green tea from Japan, and has secured placements in several large retail chains, including Sprouts and Whole Foods.
Looking ahead, an investment could significantly amplify Twrl’s distribution and revenue potential. In the meantime, the incident on “Dragons’ Den” had considerable repercussions, leading to Bobba’s founders issuing an apology, while panelist Manjit Minhas retracted her million-dollar investment. Liu took to social media to urge the public to stop harassing the owners of Bobba.
Chen emphasized the importance of fostering constructive dialogue rather than negative backlash. She believes there are opportunities for positive change amidst conversations about cultural sensitivity and aims to redirect the focus towards creating a collective space for founders like herself to gain access and succeed in the industry.