Simu Liu Isn’t Just Sipping Tea—He’s Spilling It on Cultural Appropriation

(When a beloved drink becomes a battleground for cultural respect)

The world of business pitches often focuses on numbers, innovation, and scalability. But in a recent episode of Dragons' Den Canada, a different conversation took center stage—one about cultural respect and representation. At the heart of this debate was actor Simu Liu , who challenged a bubble tea company, Bobba, for its treatment of a drink deeply embedded in Asian culture. The exchange quickly turned viral, raising questions about cultural appropriation and the responsibilities of businesses profiting from culturally significant products.

Background of the Controversy

Simu Liu’s critique was sharp but measured. During the episode, Bobba’s founders pitched their ready-to-drink canned bubble tea as a healthier, more convenient option for consumers. They framed the product as a “trendy sugary drink” and claimed their innovation would “disrupt” the traditional bubble tea market. For Simu Liu, the way they presented bubble tea—a beloved drink with roots in Taiwan—was problematic. He expressed discomfort with their attempt to “improve” something distinctly Asian without recognizing the cultural history behind it.

The Quebec-based company was seeking a $1 million investment to scale their ready-to-drink bubble tea product. Describing bubble tea as a “trendy sugary drink,” the entrepreneurs behind Bobba positioned their offering as a “healthier” alternative, claiming they were set to disrupt the market. However, for Simu Liu, their approach struck a deep nerve.

“I’m quite sure about the content,” he said in response to their portrayal of bubble tea as a mysterious fad. His discomfort grew as the entrepreneurs explained how their product had “transformed” the traditional Asian beverage. Simu Liu, the first Asian actor to lead a Marvel film, felt the narrative overlooked the cultural significance of bubble tea, which originated in Taiwan in the 90s and has become a cherished staple in East and Southeast Asian communities.

“I want to be part of bringing boba to the masses, but not like this,” voicing concerns about the lack of Asian representation on the Bobba team. For him, supporting minority entrepreneurs is a priority, and he felt that investing in Bobba would not align with this mission. The company's casual dismissal of bubble tea’s cultural significance, he argued, risked erasing its heritage rather than celebrating it.

What might have appeared as a routine business disagreement quickly spiraled into a wider conversation about cultural respect, especially when one of the Dragons dismissed Liu’s concerns, stating, “Not everything has to be traditional.” For the actor, this wasn’t just a matter of “tradition,” but rather an issue of cultural erasure. The product’s origins and meaning to millions of people were sidelined in favor of a convenient marketing narrative.

Bobba’s Response

After the episode aired, backlash mounted. Bobba’s founders, Sébastien Fiset and Jessica Frenette, issued a public apology, acknowledging the insensitivity in their approach. They clarified that their intention was never to disrespect the culture that popularized bubble tea and committed to reassessing their branding and marketing to better reflect its Taiwanese roots. The apology sought to address the concerns raised by the actor Simu Liu and many others who felt that the company’s presentation trivialized the drink’s cultural significance.

Public Reaction

The controversy stirred mixed reactions. Some members of the Taiwanese community embraced the global spread of bubble tea as a positive development. They argued that food innovation is natural, and as long as the product remains popular, it should evolve. Others, however, echoed the actor's concerns. These critics emphasized that while cultural products can and should be shared, they should be done so in a way that respects and acknowledges their origins. Bobba’s initial presentation, many felt, lacked that respect.

The debate over Bobba's pitch is a microcosm of broader tensions about cultural appropriation, particularly in the food and beverage industry. As globalization accelerates, questions about who gets to profit from culturally significant foods—and how those foods are marketed—become more pressing. The history of bubble tea itself is layered with complexity, as various Taiwanese establishments have long contested the drink’s true origins. Now, that history is entangled in a broader conversation about cultural representation.

Broader Implications

Simu Liu’s confrontation with Bobba highlighted a critical issue facing businesses today: the need for cultural competency in a globalized market. It is no longer enough for companies to offer innovative products; they must also ensure those products are marketed in a way that respects their cultural origins. As brands like Heinz have recently learned in their own PR crisis over racially insensitive ads, failing to do so can result in backlash and reputational damage.

In the case of Bobba, the lesson is clear: businesses cannot treat cultural products as mere commodities without recognizing their deeper meaning. Liu’s critique underscored the importance of representation—not just in the products themselves, but in the teams that create and market them. As companies increasingly operate in global markets, cultural respect and awareness must be part of their growth strategy.

A Lesson in Cultural Competency

It’s not enough to capitalize on a product’s popularity—companies must acknowledge the cultural stories behind the products they sell. Consumers today, particularly younger generations, are more culturally aware than ever before. According to research, 77% of respondents believe that a brand’s understanding of cultural nuances positively impacts their relationship with that brand.

And as mentionned in my last post here ... " Let’s be real— it’s a valuable product because the culture that created it built something so appealing that it resonates beyond its own community. Give credit where credit’s due. When a product connects with a global market like that, it’s not just “trendy”—it’s cultural brilliance at work."

The Bobba incident is a cautionary tale for entrepreneurs and businesses: cultural awareness isn’t optional, it’s critical. As brands continue to expand globally, those that take the time to understand and respect the cultures they draw from will build stronger, more lasting relationships with their customers.

Conclusion

Simu Liu’s critique wasn’t just about a drink; it was about the larger conversation surrounding cultural appropriation and respect. The controversy over Bobba’s pitch has sparked important discussions about how businesses approach products with deep cultural roots. It serves as a reminder that as the world becomes more interconnected, the need for cultural competency in business is more essential than ever.

In the end, Simu Liu wasn’t simply sipping tea on Dragons' Den—he was spilling hard truths about the importance of acknowledging and honoring the cultural significance behind the products we love. And it’s a conversation we all need to be having.

Multiple outlets have covered the recent Dragons' Den episode where Simu Liu confronted the founders of Bobba, for a detailed account, you can read the coverage from People here, The Independent here, and the Los Angeles Times here. These articles provide further insights into Liu’s concerns and the ensuing public reaction.

And please ... You have to check out Matthew Tsang's latest post—it's an absolute masterpiece on this topic. He really nails it. Trust me, you don't want to miss this one. Here’s the link!

https://www.dhirubhai.net/posts/matthewtsang_bobba-whitesaviour-culturalcompetence-activity-7252347611385376768-SeL7?utm_source=share&utm_medium=member_desktop

#CulturalCompetency, #DiversityAndInclusion, #CulturalAppropriation, #RepresentationMatters, #Innovation.