Gong cha adds horchata drinks to U.S. menu for limited time

Gong cha will launch three horchata-inspired drinks at participating U.S. stores on Oct. 13, extending the bubble tea chain’s fall menu with cinnamon-forward flavors. The limited-time lineup lands as the brand marks its 20th anniversary and pushes its mobile ordering app.

Why it matters: - Gong cha is using horchata to give U.S. customers a new seasonal flavor profile across tea, coffee and blended drinks. - The limited-time launch is designed to drive trial while supplies last. - The rollout also gives Gong cha another way to spotlight its 20th anniversary and app-based ordering.

What happened: - Gong cha will add three horchata drinks to participating U.S. stores beginning Oct. 13. - The new lineup includes Horchata Milk Tea with Pearls, Horchata Coffee Bobaccino with Pearls and Horchata Tea Bobaccino with Pearls. - The drinks are available for a limited time and while supplies last.

The details: - Horchata Milk Tea with Pearls combines Gong cha milk tea with horchata flavor, ice, boba pearls, Milk Foam and cinnamon. - Horchata Coffee Bobaccino with Pearls blends horchata flavor with coffee in Gong cha’s frozen Bobaccino format, then adds boba pearls, Milk Foam and cinnamon. - Horchata Tea Bobaccino with Pearls blends horchata flavor with Gong cha tea in a Bobaccino, then finishes with boba pearls, Milk Foam and cinnamon. - Gong cha described the drinks as creamy and cinnamon-forward. - Jenn Leitner, vice president of brand and marketing for The Americas at Gong cha, said the company wanted to give guests multiple ways to enjoy horchata. - Gong cha said the Horchata Milk Tea offers a cool option, while the Coffee and Tea Bobaccinos give guests blended choices. - Gong cha says it has nearly 2,200 locations in 32 international markets. - Gong cha was founded in Taiwan in 2006. - The company says the Gong cha Tea app for iOS and Android lets users order ahead, customize drinks and earn loyalty points. - Gong cha is directing customers to more information about the anniversary and its U.S. website.

Between the lines: - Horchata is a familiar fall flavor, and Gong cha is pairing it with core menu formats rather than introducing a one-off drink. - The mix of milk tea, coffee and tea variants suggests the brand is trying to reach both regular tea drinkers and customers who want a richer, dessert-like beverage. - The anniversary messaging and app promotion indicate the launch is doing double duty as both a product push and a loyalty play.

What's next: - The horchata drinks will remain on menus only for a limited time, so availability will depend on store supply. - Gong cha will continue its 20th-anniversary activities throughout the year. - Customers can use the app to order ahead and customize beverages before visiting a shop.

The bottom line: - Gong cha is betting that horchata’s cinnamon-cream profile can broaden its fall appeal while reinforcing its customization-first brand.