自分が経営するモデル事務所のモデルを起用してパーティーの新商品を宣伝するジェフリー・チェンさん（右から2番目） 黒いタピオカの独特な食感と豊富な味の種類が特徴のこのドリンクが、今シンガポールでも大人気です。今週はその人気の理由と、このブームに乗って一もうけしようとするシンガポール人の商売戦略についてレポートします。

A new Asian fad is sweeping through Singapore. More Singaporeans are taking to what might be the newest drink trend Ebubble tea Eas ravenously as they have embraced McDonald's hamburgers and fine French wine.

Bubble tea is also known as "pearl tea" or "milk tea." In Taiwan, where it originated, it is sometimes referred to as "QQ," with Q meaning chewy. "Boba nai cha" and "zhen zhu nai cha" are also common Chinese names for this drink. This drink has also taken the West by storm, with shops mushrooming throughout the U.S. and Canada.

Bubble tea is a frothy drink made from green, red or black tea and colored with fruit syrups. Each sealed cup is shaken like a martini and contains chewy tapioca balls Ecalled pearls Eat the bottom, which take a lot of lung power to drink as they are sucked out with a giant straw.

The popularity of bubble tea in Singapore has reached crazed proportions. Housewife Gladys Tan, 34, said, "The elastic balls are yummy. The sale of chewing gum is banned in Singapore. But now I have pearls to chew on."

The obvious edge that bubble tea outlets have over their coffee-based competition is sheer variety. A combination of syrup, tea and pearl concocts so many different flavors. The average outlet has at least 40 and perhaps up to 90 or so permutations and combinations of tea, fruit and yogurt, not to mention chocolate, coconut, salted plum, soybean milk and curd, even winter melon and mung beans.

Each cup of bubble tea is also highly affordable, costing between 2 Singapore dollars and S$3.50 (¥134 to ¥235). Being a lifestyle drink like gourmet coffee, it is also all about attitude and innovation, about sticking the chunky straw into the drink and taking a big fat sip chock-full of pearls and tea.

Many business opportunists are riding high on the popularity of the drink. Bubble tea bar operators think that they may have stumbled onto a fun-to-drink alternative to coffee. They hope to start a bubble tea trend that will be an alternative to popular gourmet coffee bars such as Starbucks. Other operators who recently set up stores are hoping bubble tea has staying power. According to a recent media report, there are now more than 70 outlets islandwide, with more opening every week.

With bubble tea joints sprouting like mushrooms all over Singapore, the battle for the consumers' dollars intensifies with price wars, promotions and publicity gimmicks.

Jeffrey Chung, 34, owner of Fei Fei Bubble Tea, who also manages a modeling agency, has adopted a creative and innovative approach toward the promotion of his bubble tea. In an unprecedented move, he promotes his range of flavored tea in a series of well-executed theme events. Another unique selling point of his shop lies with the employment of models from his modeling agency, usually clad in bikini tops and mini skirts to mingle and recommend drinks to his customers.

On the day of my visit, he was launching "Blue Lagoon," a refreshing light blue concoction made up of orange peel with burocado taste, blue konnyaku jelly, tapioca pearls and green tea with milk. It was a riot of sights and sounds. Interestingly, one of his models was dressed as a mermaid while the others wore sexy versions of a sailor uniform.

When asked about his business strategy, Jeffrey quipped, "I wanted to do something trendy, fashionable, humorous and a little bit naughty to enhance the shop's image." The success of his bubble tea business Ehis store average is 800 cups sold per day Eis all the more remarkable considering that there are six other bubble tea operators in the vicinity of his shop, and his less-than-ideal shop location. Other tea operators are not waiting to be outdone amid the stiff competition. Promotions include chainstore Quickly's tie-up with a local telecommunications shop, offering a Siemens cellphone with every three cups purchased.

But does bubble tea differ that much between brands? Honestly, not a lot. There are small differences in the nuance between tea brews Esome are more fragrant, some more bitter, others more floral Ebut all these are considerably blunted once milk, flavoring and starchy pearls are added to the mixture. Pearl texture can also vary. But is one brand name better than another?

While true aficionados may pledge loyalties to particular chains and crowds get drawn to promotional activities, I think how well a shop does really boils down to its location. The customers just wants his bubble-tea fix fast and snappy.

Shukan ST: Nov. 9, 2001

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