05/06/2026
Today, it was an absolute honor to represent AATECO (Australia Asia Technology Education Culture Organisation) and the Brisbane Bubble Tea Festival during a visit to Taichung, Taiwan—the birthplace of bubble tea. We enjoyed an in-depth discussion with Ms. Angela Liu, Vice President of Chun Shui Tang. Our conversation centered on the core philosophy behind their "cultural teahouse" concept, their pivotal role in the modern beverage industry, and their vision for global expansion.
Evolving from a traditional teahouse over 40 years ago to a brand that completely revolutionized Taiwan’s tea-drinking habits, Chun Shui Tang has invested heavily in brand marketing. Their efforts have successfully etched tea culture and the brand's identity into the minds of the public. As a second-generation leader, Ms. Angela Liu has infused innovative marketing strategies into the business, successfully breathing new life into this heritage brand and establishing a textbook example of a "rejuvenated legacy brand."
Looking back to 1983, traditional Taiwanese teahouses served only hot-brewed tea. Chun Shui Tang boldly broke the mold by applying iced-coffee brewing techniques to cold tea. This innovation caused an immediate sensation and pioneered the culture of drinking chilled tea in Taiwan. Shortly after, they successfully created "Bubble Tea" by perfectly blending sweet, honey-infused tapioca pearls with milk tea. Today, it is not only synonymous with Taiwanese beverages but also an iconic cultural symbol that international tourists must experience.
She specifically highlighted that Chun Shui Tang has dedicated substantial resources to "product quality standardization." This focus serves as the core driver for boosting international competitiveness and brand visibility, and it remains the key to Chun Shui Tang’s success as a food and beverage industry benchmark.
In recent years, Chun Shui Tang has established an international marketing team to continuously expand its global footprint, currently operating joint-venture and partner branches across Japan and Hong Kong. Reflecting on the most challenging aspects of international expansion, Liu noted that "building a consensus on quality standards" tops the list. Because different cultures and demographics have distinct palate preferences, creating standardized product recipes, ensuring supply chain stability for raw materials, and managing cross-border talent recruitment and training are all hurdles that must be overcome.
Given the marketing and operational costs associated with global expansion, Chun Shui Tang primarily utilizes a "dual-track strategy of joint ventures and franchising/licensing" to enter overseas markets. Chun Shui Tang warmly welcomes overseas enterprises that align with its brand philosophy to join its corporate family. Through rigorous evaluation and detailed discussions, the company exports tailored technical guidance and management models to ensure that overseas branches maintain strict quality control and standardized hospitality.
Furthermore, their "dual-brand" international strategy showcases Chun Shui Tang's corporate strength: the flagship brand, "Chun Shui Tang," focuses deeply on the premium dining experience of a "cultural teahouse," while the sub-brand, "TP TEA," dedicates itself to expanding the market for modern, new-concept takeout bubble tea. Vice President Liu warmly extended an invitation to enterprises in Australia and New Zealand who share the cultural teahouse spirit, welcoming them to collaborate in establishing a strategic outpost in the Southern Hemisphere.
At the conclusion of the dialogue, Dana Yu, President of AATECO and Director of the Brisbane Bubble Tea Festival, extended a formal and cordial invitation to Vice President Angela Liu to attend the 2027 Brisbane Bubble Tea Festival and the "Taiwan Day" cultural events. This will present a premier opportunity to introduce the unique cultural essence of Taiwanese tea to the mainstream Australian market and its beverage industry.
Bubble tea is far more than just a drink; it is a cultural calling card for Taiwan. We look forward to highlighting the innovative power and soft-power value of Taiwan’s tea industry on the global stage through continued international collaboration and cultural exchange.
跨越半球的茶香對話：AATECO 拜訪珍珠奶茶始祖「春水堂」，共探珍奶文化的國際化之路】
今天非常榮幸代表 AATECO與「布里斯本珍珠奶茶節」（Brisbane Bubble Tea Festival），至台灣台中拜訪珍珠奶茶的發源地——春水堂，並與劉彥伶副總經理進行了一場深度的茶敘。雙方圍繞春水堂「人文茶館」的核心哲學、在現代手搖飲產業的角色，以及未來的全球佈局展開精彩對談。
從40年前的老茶館到如今徹底顛覆台灣人的茶飲習慣，春水堂在品牌行銷上投注了極大心力，成功讓茶飲文化與品牌形象深深烙印在組織與大眾心中。身為第二代經營者，劉副總注入了創新的行銷策略，成功為這家老字號注入新靈魂，樹立了「新創老字號」的典範。
回溯至 1983 年，當時台灣茶館仍停留在熱泡茶的傳統營運模式。春水堂大膽改良，將調製冰咖啡的手法應用於冷飲茶，一舉引起轟動，更開創了台灣飲用冷飲茶的先河。隨後，春水堂更研發出將蜜漬粉圓與奶茶完美融合的「珍珠奶茶」，如今這不僅是台灣手搖飲的代名詞，更是國際旅客來台必嚐的經典文化符號。
劉副總特別提到，春水堂在「產品品質標準化」上投入了大量資源，這是提升國際競爭力與品牌能見度的核心，更是春水堂作為餐飲業標竿的成功關鍵。
近年來，春水堂成立了國際行銷團隊，企業規模持續向海外市場擴張，目前在日本與香港皆設有連鎖夥伴分店。談到國際展店最艱辛的過程，劉副總認為是「建立品質標準的共識」。由於不同文化與族群對食品口感的偏好各異，如何設計標準化的產品配方、確保原物料供應鏈的穩定，以及跨國人才的招募與培訓，都是海外拓展時必須克服的挑戰。考量到國際展店的行銷與營運成本，春水堂主要採取「合資與代理雙軌制」進軍海外。春水堂竭誠歡迎認同其品牌理念的海外企業加入這個大家庭，透過嚴格的評估與細節討論，輸出適切的技術指導與經營管理模式，以確保海外分店的品質控管與服務能達到標準。
此外，以「雙品牌」策略插旗海外，更展現了春水堂的企業實力：母品牌「春水堂」深耕「人文茶館」的精緻餐飲體驗；而副品牌「茶湯會」則專注於拓展海外新概念的手搖飲市場。劉副總也大方釋出邀請，期待與熱愛春水堂人文茶館精神的紐澳企業攜手，共同開拓南半球的前哨站。
對談尾聲，AATECO 會長暨布里斯本珍奶節總監 Dana Yu，正式向劉彥伶副總經理發出誠摯邀請，期盼劉副總能出席 2027 年的布里斯本珍奶嘉年華與「台灣日」文化活動。這將是一個將台灣獨特的茶飲人文特色，深度介紹給澳大利亞主流市場與手搖飲產業的絕佳契機。
珍珠奶茶不只是飲料，更是一張屬於台灣的文化名片。期待未來透過更多國際合作與文化交流，讓世界看見台灣茶飲產業的創新實力與軟實力價值。
