Bubble milk tea brand Tiger Sugar Korea will open first branch in Hongdae, a bustling university town of Seoul.

Located at a popular hang-out area for young people, the Hongdae store will offer the same taste as that in Taiwan and use premium ingredients to “become the hottest dessert drink this year”.

In order to do that, Tiger Sugar Korea will be competing with another original Taiwanese chain Gong Cha, which is now popular among locals.

First opened in Taiwan in 2017, Tiger Sugar is known for drinks with dark-brown sugar syrup inside. The chain now has branches in eight countries including Hong Kong, Singapore, and Korea.

It also plans to open stores in the US and China.

Inside Retail Asia