A Quebec City-based company recently found itself in hot water after its appearance on CBC’s Dragons’ Den, where celebrity judge Simu Liu raised concerns about cultural appropriation. The company, Bobba, sells a bottled version of bubble tea—a Taiwanese beverage that originated in the 1980s, blending cold tea with chewy tapioca pearls. Since then, bubble tea has skyrocketed in popularity across North America, becoming a cultural touchstone, particularly in Asian communities.
Entrepreneurs Sebastian Fiset and Jessica Frenette from Quebec City appeared on the show seeking a $1 million investment in exchange for 18% of their company. They pitched their product as a “convenient and healthier ready-to-drink experience,” positioning Bobba as an innovative alternative to traditional bubble tea. Their version of the drink featured popping boba pearls, and they also introduced an alcoholic twist on the beverage to attract a broader market.
However, things took a sharp turn when Simu Liu, the Chinese Canadian actor and one of the show’s investors, expressed concerns about the way Bobba was being presented. Liu noted that bubble tea is a drink deeply rooted in Taiwanese culture, and that the entrepreneurs’ pitch seemed to lack respect for its origins. “I want to be a part of bringing boba to the masses, but not like this,” Liu said, signaling his discomfort with what he perceived as an act of cultural appropriation.
Liu’s concerns were compounded by what many saw as dismissive reactions from the entrepreneurs. At one point during the pitch, the pair made comments implying that with traditional bubble tea, “you’re never quite sure about its contents,” which many interpreted as a criticism of the drink’s authenticity or quality. For Liu, this fed into the broader issue of cultural appropriation, where the majority adopts or alters elements of a minority culture in ways that can be insensitive or exploitative.
The controversy didn’t end on the show. After the episode aired, clips of the exchange went viral on social media, prompting a wave of backlash against Bobba and its founders. Social media users were quick to call out the company for its lack of cultural awareness, with many echoing Liu’s concerns about appropriating Asian culture for profit without giving proper credit or respect to its roots.
One Instagram user, @kunaashii, commented on the episode: “The eye roll you did when Simu was speaking is internationally recognized! 💁♀️” pointing to a moment when the entrepreneurs seemed dismissive of Liu’s concerns. Another Instagram user, @viewsfromkris, who identified themselves as a senior consultant for a PR company, criticized the apology that followed, writing: “As a Senior Consultant for a PR company, this was too wordy and you pretty much lost everyone after your second slide. There are too many excuses. Stick to one and admit your fault for attempting to ‘disrupt’ the market.”
On Reddit, the conversation was equally heated. A user, MetasequoiaGold, wrote, “They basically insinuated that bubble tea made by Asian people is intrinsically unhealthy and boring and needs to be improved on by white people… the level of cultural insensitivity is astounding.” Another Reddit user, mar__iguana, commented, “There’s nothing wrong in taking part in a market that’s not directly from your background, but there’s appropriate and respectful ways of doing it and these people aren’t hitting the mark.”
The backlash prompted Bobba to issue a public apology via Instagram, where the founders attempted to clarify their statements. “First and foremost, we want to deeply apologize for the harm we have caused by our words and actions on the show,” the statement read. “While it was never our intention to cause harm or disrespect the community that created and popularized this beloved drink, we take full responsibility for the impact of our actions.”
They specifically addressed Liu’s remarks about cultural appropriation, acknowledging that he had raised “very valid points.” Fiset and Frenette also explained that their comments about not being “sure of its contents” were not intended as an attack on traditional bubble tea. Instead, they claimed they were referring to other ready-to-drink products found in big box stores, not the drink found in bubble tea shops. “We can appreciate that this wasn’t communicated effectively in the episode as English is our second language,” they added.
Despite the apology, many felt that the damage had already been done. Dragons’ Den investor Manjit Minhas, who had initially shown interest in Bobba, announced that she was pulling her investment in response to the criticism. Branding experts have weighed in, suggesting that Bobba’s brand image may have taken a significant hit. Aleena Muzhar Kuzma, a senior VP at a marketing agency, noted that while apologizing is a necessary first step, the company has a lot of work ahead to regain public trust. “On a mass audience perspective, it’s for sure going to impact their brand image. I think apologizing is a good start and acknowledging the issue is a good start,” she said.
For Fiset and Frenette, the fallout from this controversy illustrates the delicate balance businesses must strike when entering markets deeply tied to cultural identity. In an era of heightened awareness around issues of cultural appropriation, businesses must go beyond offering a product and show they understand the cultural context surrounding it. As one Reddit user summed it up: “There’s nothing wrong with wanting to take part in a culture you admire, but you need to do it respectfully, and you need to get it right.”
Liu’s refusal to invest sent a strong message about how brands should approach cultural products. His concerns weren’t just about a drink; they were about preserving the integrity of something that holds deep significance for many people. In today’s world, it’s not enough to repackage a cultural item and present it as a “better” version. Consumers, especially younger ones, expect brands to be aware of cultural sensitivities and to act with respect.
Discover more from Quebec City 101
Subscribe to get the latest posts sent to your email.