Despite the winding down of the bubble tea boom in Japan, Taiwanese brand Gong Cha still continues to dominate the market. It has been maintaining consistent sales, showing resilience amidst changing consumer trends. The company's strategy involves constantly updating their menu and collaborating with popular franchises, which sustains their appeal to the Japanese audience.

Bubble tea became a massive trend in recent years across Japan, with many stores sprouting nationwide. Despite the trend's eventual decline, Gong Cha has withstood this decline due to their unique marketing strategies and menu evolutions. As Japanese consumers are known for their loyalty towards brands that continually innovate while maintaining quality, Gong Cha's success aligns with these cultural values.

In the US and EU, similar phenomena can be seen in which certain brands survive and thrive despite declining trends. For instance, Starbucks has continued its success even when general coffee consumption has ebbed, thanks to its brand recognition, consistent quality, and evolving menu.