As a Taiwanese American, the question of identity has always been a layered one. Growing up in the U.S., I lived in two worlds. At school, I was the “American kid,” playing at recess and studying the California Gold Rush. At home, we ate Chinese food and watched Taiwanese dramas. Despite the fact that Taiwan supplies the majority of semiconductor chips globally, Taiwan’s place on the world stage remains uncertain and is an ongoing hot geopolitical topic. But for me, it has always been my second home, where my parents were born and emigrated from to the U.S. 

The duality of this identity—American and Taiwanese—shaped my childhood, and as an adult, I saw that, outside my home, my dual culture was rarely reflected in the American mainstream. I didn't see myself on screens, in books, or even on grocery store shelves let alone our own pantries. There weren’t food brands that felt connected to our culture, and certainly not with founders who looked like me or understood our unique flavor profiles and traditions. Food, which connects so many of us to home, seemed to bypass my heritage entirely.  

That realization became a driving force for Twrl Milk Tea, the brand I co-founded with my Chinese American friend Pauline Ang. Our vision was to bring the flavors of our heritage to a larger audience while honoring the cultural roots of bubble tea, which started in Taiwan. We wanted Twrl to be a brand that celebrates boba milk tea’s origins and respects the land and people who make it all possible.

Our company is a bridge connecting and celebrating Taiwanese culture by bringing it to the US. From our supply chain partners to the small family farms in Taiwan, China, and Japan that produce our tea, we work closely with Taiwanese manufactures, printers and exporters to bring Twrl Milk Tea and boba toppings to homes, sharing a piece of our upbringing-a boba milk tea. It’s about more than just manufacturing close to our tea farms; it’s about building a company that is deeply rooted in the taste profiles and understanding of origins of bubble milk tea. We work with multi-generational partners who care deeply about tea production and are as excited as we are to introduce Twrl’s modern twists, like nitro-infusion, using non-dairy milk of pea protein and new flavors like Ube and Hojicha. There’s something familiar, almost familial, about working with our partners in Taiwan, and we take pride in knowing that Twrl contributes to our community on both sides of the Pacific.  

Growing up, I didn’t have a “cultural ambassador” for foods I loved like bubble tea, so it’s an honor to play that role for a new generation. To celebrate our roots, we create limited-edition packaging designed by Taiwanese artists and collaborated with the Taiwanese American Federation of Northern California, and our special edition flavors reflect our love for café-style boba milk tea. We weave our culture into everything we do—from a diverse product lineup and blog posts that highlight traditions in a modern way (ever wanted to throw a Boba party?) to collaborations with tea experts. All of it reflects our commitment to cultural authenticity and appreciation. We want every can of Twrl to honor our heritage and keep the story of tea and boba alive for generations to come. 

When our TikTok went viral in response to the Canadian TV Show Dragon’s Den cultural appropriation incident, the outpouring of support we received was overwhelming. People around the world—from Canada to Germany, the Philippines, Australia, and the U.S.—rallied behind us. Many saw and valued the authenticity and love we poured into Twrl, which was incredibly heartwarming. Suddenly, DMs, comments, and messages of support came flooding in: “Yes, we love authenticity! Take my money!” “This is my fave brand,” “10/10 product,” and “I wish her nothing but the best; this is a brand and product I support.” Each message of support reminded us that consumers value authenticity and align with brands that respect and celebrate cultural origins. Twrl’s dedication to honoring its Taiwanese heritage while creating packaging that showcases our love for Tea and Boba with bright colors and new designs that are unique to Twrl sets us apart in the market.

Of course, with growth comes the practical need for funding. The food and beverage industry requires high inventory, which means cash flow challenges are constant. Only 1.9% of venture funding in the U.S. and Europe goes to women-founded startups, and within that fraction, Asian American Pacific Islander (AAPI) - owned businesses represent an even smaller slice. While we’ve been fortunate to launch into Whole Foods Market and Sprouts, the lack of diverse funding opportunities in our industry is something that impacts us daily. Our industry is inventory heavy, to scale distribution and build brand awareness, it is critical to raise capital to hire the right team and support trade spend as we enter more stores. Simu Liu, we hope you read this! Invest in us 🙏

Times are changing. The Asian American consumer market has grown to $1.2 trillion, with households earning 41% more than the national average. Despite this, only 34% of Asian consumers feel brands are making an effort to market and connect to their community - a challenge that presents both an opportunity and a responsibility for us at Twrl.

I am deeply hopeful about Twrl’s future. Taiwan gave us boba toppings, with its unique “QQ” texture—a term I hope will one day be as mainstream as “al dente” for pasta. Taiwan’s culture and creativity have so much to offer, and we would be honored if Twrl could play a key role in bringing those contributions into more homes around the world. We want Twrl Milk Tea to be more than just a drink; we want it to be a part of the global food conversation that celebrates Taiwan and the AAPI community.

For now, we’ll keep twirling, fueled by the incredible response from people who see Twrl for what it is: a labor of love, authenticity, cultural pride and a love for Taiwan. And there’s more on the way as we continue sharing the flavors of our heritage, one Boba Tea at a time —stay tuned!

(This piece reflects the author's opinion, and does not represent the opinion of CommonWealth Magazine.)

About the author:

Olivia Chen was born in the US by parents who immigrated from Taiwan. Growing up, she has fond memories of making boba tea and eating Taiwanese sweets at home. After graduating from UC Berkeley and later earned an MBA/MA from The Wharton School and the Lauder Institute, Olivia built a career leading marketing teams for global brands like Clinique and Origins at Estée Lauder, later becoming a publicist for Amazon and New York Times bestselling authors. Combining her love of food with expertise in marketing and sales, Olivia co-founded Twrl Milk Tea with Pauline.

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