Gong Cha tea chain brews Japanese business despite labor crunch

Aims to lure younger staff with 'vibrant' workplace even as rivals struggle to hire

Staff chat at a Gong Cha Japan outlet in Kamakura, south of Tokyo. Unlike many Japanese restaurants or cafes, the tea chain welcomes employees dying their hair as it looks to create a vibrant atmosphere.

FUMIKA NAKASHIMA

February 23, 2025 10:00 JST

TOKYO -- As Japan's restaurant industry grapples with a serious shortage of labor, the local affiliate of a trendy international tea brand that originated in Taiwan stands as a sharp -- and colorful -- exception. Gong Cha Japan aims to offer a fun and vibrant workplace, luring part-time staff in their teens and twenties to serve up everything from bubble tea to bright, fruity drinks.

Unlike many Japanese eateries, Gong Cha encourages staff to chip in with ideas for new products and allows them to dye their hair any color -- with some employees matching the shade of their hairstyle with their favorite beverage.