Evanston welcomed Ume Tea as its latest boba tea establishment, located at 618 ½ Church St. To engage with the local community, the new boba shop distributed “All U need is ME this Valentine’s Day” cards to passersby in the lead-up to its grand opening.
Co-founder Zuoda Wang shared that the Valentine’s Day cards were part of Ume Tea’s initiative to connect with the community and distinguish itself from other boba shops in Evanston. The shop’s grand opening featured discounted prices on all drinks, except for the surprise cup—a beverage with a concealed plushie at the bottom—and the mega fruit tea.
Wang highlighted the importance of interacting with customers and invited food influencers on platforms like Instagram and YouTube to visit the store before its official opening. Social media engagement is a key component of Ume Tea’s marketing strategy.
Nolan Fan, a Chicago-based food Instagram influencer, expressed a positive first impression after being invited to promote the store. Ume Tea, originating in California in 2019, has expanded to 14 locations across the United States. The decision to open in Evanston followed the success of its initial Chicago location in Chinatown.
The Evanston store’s interior features bubblegum pink walls adorned with stuffed animals available in the surprise cup. It offers limited seating against the window, creating a vibrant and inviting ambiance with pop music playing softly in the background.
Popular drinks on Ume Tea’s extensive menu include Brown Sugar Boba Oolong Milk Tea, Mango Pomelo Sago, Strawberry Matcha Slush, and Lychee & Watermelon Green Tea. In addition to diverse boba flavors, the shop also serves snacks such as takoyaki (fried dough balls with octopus), fries, and popcorn chicken.
Ume Tea aims to bring innovation to the boba scene, offering creative and enjoyable options for young customers. The shop’s proximity to Northwestern University’s campus is expected to attract student customers. Visitors have praised the extensive menu, emphasizing the shop’s creativity with colors and flavors.
Amit Prachand, associate vice president for information and analytics at the Office of the Provost, sampled Ume Tea on a visit and expressed positive feedback, stating that the boba was “pretty good” and indicating a likelihood of returning.
