Maine's New Brew: How a Bubble Tea Shop Explains a National Trend

SOUTH PORTLAND, ME – June 22, 2026 – This coming Saturday, on a commercial strip in South Portland, a ribbon will be cut, a traditional Lion Dance will be performed, and hundreds of people will likely queue for a free drink. On the surface, it’s the grand opening of a beverage shop. But the arrival of Gong cha, the world’s largest bubble tea brand, at 200 Running Hill Road is more than a local business event. It’s a microcosm of a profound shift in consumer culture, franchising strategy, and the very definition of a modern beverage.

Maine, a state better known for lobster rolls and craft beer, is the latest frontier for a Taiwanese tea phenomenon that has quietly become a global powerhouse. The story of how it got here reveals a complex system at work, connecting the personal ambition of local entrepreneurs with the calculated, aggressive expansion of a multinational corporation tapping into a market projected to exceed $850 million in the U.S. by 2031.

A Calculated Bet on Maine's Palate

Behind Maine’s first Gong cha are Tafari and Nhi Thomas, a husband-and-wife team whose story embodies the modern franchise dream. With over two decades of experience operating multi-unit franchises like Johnny Rockets and Amato's, the Thomases are not casual observers; they are seasoned veterans of the restaurant and hospitality industry. Their decision to bring Gong cha to Maine through their company, Vacationland Tea Co., was not a whim but a strategic move years in the making.

Their connection to the brand began nearly a decade ago in Boston's Chinatown, where they transitioned from curious first-timers to loyal customers. “Throughout our careers, we’ve always looked for brands that deliver an exceptional customer experience while offering a strong foundation for sustainable growth,” said Tafari Thomas in a statement. When they decided to diversify their portfolio, they sought a concept with lower startup costs and simpler operations than a traditional fast-casual restaurant. Gong cha, with its emphasis on premium ingredients and a highly customizable guest experience, fit the bill perfectly.

Their choice reflects a critical insight into today's franchise landscape: experienced operators are increasingly drawn to brands that combine a passionate, almost cult-like following with a rigorously streamlined operational model. “Gong cha combines a premium product, passionate customer following and operational simplicity in a way that’s incredibly compelling,” Thomas noted. Their investment is a bet that the same qualities that hooked them in Boston will resonate with consumers in South Portland, a market with an existing, albeit small, footprint of bubble tea purveyors.

A Ripple Across the Nation

The South Portland opening is a single pin on a rapidly expanding map for Gong cha. While the company boasts nearly 2,200 locations globally, its North American push is a masterclass in strategic growth. The brand, ranked by Entrepreneur magazine as the #1 franchise in the Tea category for five consecutive years, is expanding far beyond the major urban centers where bubble tea first gained a foothold.

“One of the most exciting aspects of our growth…has been seeing Gong cha resonate in an increasingly diverse range of markets,” said Geoff Henry, President of Gong cha Americas. This move into states like Maine is proof that what was once a niche, big-city product has become a nationwide opportunity. The company is on an aggressive track to surpass 500 locations in the Americas by 2028, more than doubling its current U.S. presence of over 240 stores.

Fueling this expansion is a series of bold corporate maneuvers. In March 2026, Gong cha acquired the master franchise rights for 170 U.S. locations across 13 states, a strategic consolidation designed to standardize operations, strengthen franchisee support, and accelerate development. By bringing these territories in-house, the company gains greater control over its brand identity and supply chain, positioning itself to attract larger multi-unit developers and execute its vision for reaching 1,000 U.S. stores.

The Anatomy of a Bubble Tea Boom

Gong cha's expansion is not happening in a vacuum. It is riding a powerful wave of consumer demand that is reshaping the beverage industry. The U.S. bubble tea market has exploded, driven by Gen Z and Millennial consumers who crave novelty, customization, and “Instagrammable” experiences. This is not your parents’ coffee break. It’s a highly personal, textural, and visual event.

The appeal lies in its near-infinite customizability. At a typical shop, a customer chooses a tea base (black, green, oolong), a milk or fruit infusion, a sweetness level, an ice level, and an array of toppings, from the classic chewy tapioca pearls (boba) to fruit jellies, popping boba, and milk foam. This ability to tailor a drink to exact specifications transforms the consumer from a passive recipient to an active creator. It’s a model that thrives on social media, where a unique drink combination becomes a form of self-expression.

This demand for bespoke beverages is pushing brands to innovate constantly. While milk-based teas remain dominant, accounting for over 78% of the market in 2025, the trend is toward fruit-forward, botanical flavors and perceived healthier options. Gong cha, whose name translates to “offering the best tea to the emperor,” leans heavily into its premium positioning, emphasizing freshly brewed tea and quality ingredients to stand out in a crowded field that includes competitors like Kung Fu Tea and Sharetea.

The Franchise Formula: Engineering Scalable Success

For a brand to capitalize on this trend at scale, it needs more than a good product; it needs an efficient, replicable system. This is where Gong cha's focus on its franchise model becomes paramount. The company's claims of a “streamlined operating model” and “strong corporate support” are backed by significant investment in operational infrastructure.

The recent rollout of “Gong cha 2.0” is a comprehensive overhaul of its digital systems, store design, and operations. A key component is the “Super Wu system,” an automated drink-making platform designed to reduce prep time and improve consistency. By automating repetitive tasks, the system allows staff to focus more on customer interaction and ensures that a Dirty Brown Sugar Milk Tea tastes the same in South Portland as it does in Seoul. This focus on efficiency is crucial for franchisee profitability and scalability.

This operational sophistication is precisely what attracts experienced franchisees like the Thomases. The initial investment for a Gong cha store, ranging from approximately $184,500 to $627,060, is significant but manageable within the industry, and it buys into a system meticulously engineered for growth. With comprehensive training and robust corporate backing, franchisees are not just buying a license; they are plugging into a global machine. The arrival of that machine in Maine is a clear signal that the future of beverages is personal, customizable, and coming to a town near you.