Gong cha Unveils Its Next-Generation Store Design at Two Newly Remodeled Midtown Locations

Experience faster service, exclusive art by Hannah K. Lee, and exciting weekend celebratory offers

NEW YORK CITY, NY, UNITED STATES, October 19, 2026 /EINPresswire.com/ -- Gong cha, leading global bubble tea brand with locations across 33 countries, unveils its next-generation store design at two newly remodeled Midtown locations, 75 West 38th Street and 12 West 32nd Street. The brand celebrates with a mobile LED truck activation Friday, Oct. 23, followed by a weekend of giveaways, BOGO deals and immersive art by Hannah K. Lee on Oct. 24 and 25. A third remodeled location at 42 Mott St. is coming soon.

The remodeled stores introduce Gong cha’s elevated design and optimized layout to the Big Apple. Stepping inside reveals a bright, open aesthetic that replaces traditional counters to enhance customer flow. The 38th Street location showcases the new design with a signature red merchandise display wall, sleek self-service ordering kiosks, and inviting seating for guests who want to hang out and soak in the vibe. A dedicated grab-and-go case features an expanded breakfast program, with doors opening at 8 a.m. so busy New Yorkers can grab freshly baked pastries, specialty coffee drinks and bottled beverages alongside their favorite teas. The 32nd Street location brings the same open design to a streamlined layout built for efficiency.

While guests still build their drinks exactly the way they love, choosing a tea base, dialing in sweetness and ice levels, and selecting from various toppings, everything behind the counter has been supercharged. Powered by innovative Super Wu brewing technology and self-service kiosks, drinks move from order to hand in record time to keep lines moving at true New York speed.

The celebration starts Friday, Oct. 23, from 1 to 7 p.m., when a mobile LED truck cruises the Midtown neighborhoods around both remodeled stores. Brand ambassadors on board hand out 3,000 vouchers for free pearls with any beverage purchase.

Throughout the weekend of Oct. 24 and 25, starting at 10 a.m., both remodeled locations offer:
- Exclusive Daily Giveaways: The first 75 guests on Saturday receive an exclusive tote bag, while the first 75 on Sunday take home an exclusive tumbler. The next 100 guests each day will receive a free medium beverage (choice of Mango Green Tea, Strawberry Milk Tea, or Black Milk Tea with Pearls).

- All-Weekend BOGO: Enjoy Buy One, Get One Free on Gong cha's top five fan-favorite beverages all weekend long.

- Spin-the-Wheel & Grand Prizes: Visitors can spin to win instant prizes, sample delicious waffles and breakfast items, and enter for a chance to win free Gong cha for a year.

“For 20 years, Gong cha has built its reputation on premium, freshly steeped tea, crafted exactly the way each guest loves it,” said Geoff Henry, president of Gong cha. “Our remodeled New York City stores honor that foundation while reimagining everything around it. We invested in design and technology that speed up service and free our team members to do what they do best: connect with our guests. There’s no better city than New York to show where Gong cha is headed next.”

Art Meets Bubble Tea
Gong cha is bringing a distinctly New York energy to its remodeled locations through a creative collaboration with Hannah K. Lee, a multi-disciplinary artist and designer who earned her stripes in New York City, now based in Los Angeles. Inspired by iconic newspaper mastheads and New York's rich visual culture, Lee created original, immersive art that puts boba front and center throughout the updated spaces. The collaboration also extends to exclusive NYC merchandise, including original apparel, hats, and tote bags, giving fans another way to celebrate the brand.

“Gong cha presented a unique opportunity to conceptualize boba in New York City in a fun and beautiful way,” said Lee. “It was a privilege to bring an environmental element to my lettering work for these special redesigned shop openings and see our collaboration come to life in the city where I’ve enjoyed Gong cha countless times.”

The New York City celebration arrives as Gong cha marks its 20th anniversary, commemorating two decades since serving its very first cup in 2006. Customers worldwide can enhance their store visit by downloading the Gong cha Tea mobile app for iOS and Android to place mobile orders, adjust beverage recipes, and collect reward points. To learn more, visit https://www.gong-cha.com/usa/us-en or connect via @gongchatea.


About Gong cha
Founded in Taiwan in 2006, Gong cha is the world’s premier bubble tea brand. Its commitment to quality starts with its name: “Gong cha” means to offer the best tea to the emperor from all of one’s possessions. From the most seasoned bubble tea connoisseur to a first-timer, Gong cha offers its customers the ability to customize their beverage to their exact specifications and never sacrifices flavor or technique. With its premium product, simple and scalable operational model, and strong corporate support, Gong cha is one of the fastest-growing bubble tea brands in the U.S and internationally, with nearly 2,200 locations in 33 international markets. For more information, please visit https://www.gong-cha.com/usa/us-en.

Brianne Badenjki
Ink Link Marketing
+1 (305) 631-2283