Popular Taiwanese Bubble Tea Chain "Shi Sheng" Collapses, All 20+ Stores Shut Down Amidst Controversy

Once a thriving business co-founded by prominent influencers, the bubble tea brand faces rapid decline and closure.

A once-popular Taiwanese bubble tea chain, "Shi Sheng Cheng Shu Cheng Nai Cha Zhuan Mai Dian" (十盛熟成奶茶專賣店), which opened with much fanfare in 2024, has reportedly ceased operations. The business, co-founded by well-known influencers Ji Bu Xin (紀卜心) and Xiao Wu (小吳), had expanded to over 20 locations at its peak.

However, the brand's fortunes took a downturn following a controversy in July of the previous year concerning unclear milk source labeling, often referred to as a "fake milk scandal." This incident appears to have significantly impacted consumer confidence and sales, leading to a gradual decline in business.

Recent discussions on social media platforms indicate that the majority of the chain's branches have since closed. Adding to the signs of closure, the brand's official social media pages have also been removed. One netizen shared on Threads, "Shi Sheng now only has one store left in Taiwan, and their official Facebook page has been deleted. The first store opened in April last year, and in less than two years... all 20+ branches have failed. I wonder how many investors were affected?"

The rapid collapse of the business has sparked widespread discussion online, with many expressing sympathy for the franchisees who invested in the brand.