The article describes practical initiatives behind Gong cha's continued popularity in Japan after the bubble tea boom had run its course, including greater convenience in self-ordering and creative product development.
According to comments by Jun Tsunoda (角田 淳), President and Representative Director of Gong cha Japan, the brand's initiatives have contributed to the continued popularity of bubble tea drinks in Japan.
Improving the in-store self-ordering screen has significantly shortened order times, helping streamline the customer purchasing experience.
The company is said to be continuing efforts to enhance brand value through the development and provision of tea products that can flexibly accommodate customer preferences.
The article also highlights efforts to convey the brand at the store level, including the use of badges featuring puns on employees' uniforms.