Gong cha launches 20th anniversary tumblers with boba charm

Gong cha is rolling out new 20th anniversary tumblers across U.S. locations starting Aug. 4, with purple and green designs tied to taro and matcha. Rewards members can get $5 off through Aug. 10 as the bubble tea chain marks the milestone with limited-edition merchandise.

Why it matters: - Gong cha is using its 20th anniversary to push branded merchandise that connects with its core bubble tea audience. - The release gives Rewards members a short-term discount and adds a limited-edition product for fans who want a reusable cup and collectible charm.

What happened: - Gong cha launched new 20th anniversary tumblers on Aug. 4 at participating U.S. locations. - The tumblers come in purple and green and are tied to Team Taro and Team Matcha. - Each tumbler includes an exclusive 20th anniversary boba charm. - Gong cha Rewards members can take $5 off a tumbler purchase from Aug. 4 through Aug. 10. - The tumblers are priced at $24.99. - Fans can sign up for the loyalty program through the Gong cha app.

The details: - The tumblers are 30 ounces and use a purple-or-green ombre design with white accents. - Each tumbler includes a matching wide pop-up straw designed for bubble tea toppings. - The tumblers also have a handle for easier carrying. - The stainless steel tumblers are meant to keep drinks hot or cold. - The boba charm can be used on the tumbler or as a separate accessory. - Charms are available while supplies last. - Guests can use the tumblers for matcha, taro, Bobaccinos, milk teas, fruit teas, and other Gong cha drinks. - Gong cha says the wide straws are sized for toppings and custom drink orders. - The company also recently launched a unified mobile app for iOS and Android that lets users order ahead, customize drinks, and earn loyalty points. - Gong cha operates nearly 2,200 locations in 32 international markets. - Gong cha was founded in Taiwan in 2006.

Between the lines: - The merchandise leans into two of the chain’s most recognizable flavor profiles, which helps turn a store anniversary into a fan-facing moment. - The limited supply and short discount window create urgency around both the tumbler and the loyalty program sign-up. - The tumbler rollout also reinforces Gong cha’s push toward repeat visits, app use, and customizable beverages.

What's next: - The tumbler and charm will remain available only while supplies last. - More information about menu items and locations is available here. - Gong cha is promoting its app as the main path for ordering ahead, customization, and rewards enrollment.

The bottom line: - Gong cha is turning its 20th anniversary into a retail and loyalty play, with limited-edition drinkware designed to keep fans engaged beyond the cup.