| Belgium

Taiwanese bubble tea chain brews European expansion plans

Gong cha CEO Paul Reynish has highlighted the brand’s entry into the Benelux region as a key ‘strategic step’ towards further European expansion

Gong cha was founded in 1996 in Taiwan and now operates approximately 1,800 outlets globally | Photo credit: Mad Vision Group


Bubble tea chain Gong cha is planning to open 10 stores in Belgium by the end of 2022 as it seeks wider European expansion. 

Gong cha was founded in 1996 in Taiwan and now operates approximately 1,800 outlets across 20 countries, including the UK, US, Mexico, Australia, New Zealand, Korea and Japan. 

The tea chain, which achieved double digit sales growth in most of its global markets in its first quarter of 2022, is currently pursuing expansion into new markets following rapid store growth in its target US market. 

Gong cha launched its first outlet in Belgium at the start of August 2022 as part of a franchise agreement with food and beverage franchisor Mad Vision Group, the brand’s second European market following the UK. 

“We’re delighted to welcome Mad Vision group to the Gong cha family. Adlane and the team have an impressive track record of operational excellence and are well positioned for high traffic development in the Benelux region. As part of our global vision to open a new store every day, the Belgium opening is an important strategic step towards further European expansion,” said Paul Reynish, global CEO, Gong cha. 

Reynish, appointed global CEO in July 2022, has been tasked with accelerating the brand’s global growth and maximising franchise profitability, particularly in the US where the company operates nearly 200 stores. Gong cha is targeting 500 US stores by 2025. 

In addition to Gong cha, Belgium-based Mad Vision Group currently operates fast-food brands O’Tacos, Chick & Cheez and Go Fish across the Benelux region.  

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