CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter present the related literature and studies after the thorough and in –dept search done by

researchers. This will also present the synthesis of the art, theoretical and conceptual framework to fully
understand
the research to be done.

Local studies:

The milk tea has completely invaded the metro. People are walking on the streets holding their
cups filled with tapioca pearls and sipping from large colorful straws. Although popular milk tea chains
have been around for many years such as Serenitea, Chatime, and Happy Lemon, local milk tea shops
are emerging everywhere, taking advantage of the craze and catering to the taste of teenagers and
young adults. It has become a staple drink for the young generation, overshadowing other thirst
quenchers sold in the market Milk tea is not necessarily new to the Dabawenyos palate since most of us
grew up drinking sago’tgulaman and taho which are both milky and creamy in texture having either
sago or tapioca pearls. Milk tea is most likely an evolution of these traditional Filipino drinks. (INTERN,
2010).

Foreign studies.

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 Local Literature.
(Bianca Consunji and RonnaCapili,, 2011). In the past year, tea shops are increasing all over
the metro, effectively cementing its place as the biggest food/beverage trendaffordable than cold
designer coffee.
Filipinos, to some extent, have already been introduced to milk tea, but we want
them to develop a
deeper appreciation for it by offering quality beverages that boast of unique and
delicious flavors,

made from the freshest ingredients from around the world.” . ( Chris Tiu)
Kelvin Gaisano added: “We know there are risks involved. But we also believe that there
is an under-served

market for milk tea.” In their quest to find the best milk tea, the seven young
businessmen went everywhere

and tried different milk tea brands. One day, they chanced upon Happy Lemon, a Hong
Kong-based milk tea

business that has been in the market since 2006. As they waltzed inside the store and
started looking at the

menu, they knew they had found “The One.” They agreed to bring the brand home to
the Philippines.

However, it wasn’t an easy task. Tiu shared that they had to wait long before the
franchise was finally granted

to them. “It was a long process of courtship,” he said. “For one, we didn’t know who to
contact for the

franchising. Two, only one of us, Andy See, knows how to speak straight Mandarin.”

They sent letter after letter. They followed up each letter with calls, but they received no
reply at all until

September 2009 when someone from the Happy Lemon headquarters in Hong Kong
informed them that they

were open to the idea of establishing Happy Lemon in the Philippines. In November
2010, Happy Lemon

opened its door to Filipino milk tea lovers, including those who are curious

about the brand. A quick look at the beverage menu is enough to pique one’s curiosity.

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 Using the good quality tea leaves imported from China which are freshly brewed every
day, Happy Lemon has several milk tea variants such as the Lemon Series,
recommended for those who feel thirsty; the Rock Salt Cheese, their best-seller; the
plain Milk Tea series; Mousse Spin, which is more popular among the younger ones;
Cocoa & Coffee, which is more chocolate and coffee based with several toppings; and
the exotic Specialty Drinks and Fresh Tea drinks, which are less sugary and specially
made for health conscious individuals.[2]

For former King Eagle and current television host Chris Tiu, it was a love for bubble tea
that led to joining the Gaisano family and their partners in bringing Hong Kong’s Happy
Lemon brand to local shores. “In Vancouver, Canada, the tea places are really packed.
Here, it’s always been about coffee, so we think that there’s room for Filipinos to learn
to appreciate tea,” he shares.

“We knew there was a risk coming into it, but we also knew that there was an under-
served market,” adds Happy Lemon chairman Kelvin Gaisano.

Moonleaf Tea Shop was introduced by Adrian Adriano, who was a student in Taiwan
when he noticed just how prolific the tea industry was in Taipei. Long gone were the
days of the pearl drinks that contained artificial flavoring and artificial powder — today’s
specialty teas are all-natural and brewed fresh before they are served.

“There is a huge difference,” says Reagan Tan, CEO of Bubble Tea.

“Years back, there was a health craze where the benefits of tea were touted,” recalls
Thysz Estrada, marketing head for Moonleaf. “But Filipinos never really caught on the
whole ‘brew it yourself’ thing. And then bubble tea came.”

Along with the renaissance of one of the world’s most-consumed beverages (second
only to good old H2O) came experimental blends that were tea-based. “Bubble tea is
simply milk tea with pearls, shaken to frothy perfection,” Thysz explains. These use tea
notes such as jasmine, assam and oolong as their bases. “We also just added another
flavor to our menu called Yocca, a yogurt drink.”

Reagan counts strawberry, taro and honeydew as the fastest flavors from the Bubble
Tea Milk Tea line, while Tea.ology will be adding new flavors like jasmine tea sangria and
roasted corn milk tea to their already-extensive list of offerings.

Besides bubble tea, yogurt-infused variants have become staples in tea stores — one of
Chris Tiu’s personal favorites is Happy Lemon’s lemon yogurt with aloe. “It depends on
my mood, but if I want to perk myself up a bit, I like the cocoa milk tea with puff cream
and the milk tea with crispy cocoa. And If I’m not too full yet and I want something
filling, I’d go for the rock salt cheese green tea.”

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 Fruit blends have gained ground as well — Serenitea’s Peter Chen includes grapefruit
black, grapefruit Yakult, passionfruit and green apple from their Serenifuit line in the
best-selling list.

At the moment, Serenitea is the sole tea store that has ventured with one alcohol-
infused variant: the Green Tea Blast, which is mixed with beer.

“No, it’s definitely not just a fad,” Chris opines. “People are starting to appreciate tea for
its nutritional value. Now, of course, they’re more health-conscious, so I can definitely
understand if in the next few years the shift to tea-based drinks would be more drastic.
That’s how we see the market picking up — a lot of Filipinos are really getting into it.”

SheryllSobremonte, one of the owners of Tea.ology, says, “People have been

increasingly inclined to look for healthy yet delicious products, and specialty teas are
able to meet these needs.”

With the industry picking up steam, consumers have ceased overlooking the benefits of
drinking tea and begun expressing interest in coffee and soda’s more health-friendly
alternative. While tea may potentially be pitted against coffee in the future, Reagan
believes that they are not competitors. “Consumers don’t need to choose between the
two,” Reagan explains. “They can take coffee at certain times of the day and tea at
other times, which is what we observe from our clients.”

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