The Alley, with its recognizable branding and cult following, is expanding to NYC

by Shen Lu

Modern Taiwanese bubble tea chain The Alley will soon open in New York City.

The young Taiwanese brand from graphic designer Mao-ting Chiu has grown to 300 locations across Taiwan, China, Japan, Canada, France, Australia, and California since it first opened in Taiwan in 2015. Its first NYC location will be in the East Village at 68 Astor Pl., at Lafayette Street, set to debut in June.

With the aid of social media, Alley’s Instagrammable sweet drinks and decor have attracted fervent milk tea lovers to line up for hours for a sip of tea whenever a new store opens. Chinese people coin tea shops like the Alley as the “internet celebrity tea,” meaning the tea goes viral overnight on social media, like internet celebrities.

Reblogged from Eater New York

Image courtesy of The Alley

Apr 3, 2019 – 9:38am EDT