On 30 January, Melbourne-based milk tea brand Toptea opened its first store in Sydney. Social media footage from the launch showed a customer queue stretching more than 100 metres at its peak along George Street, as shoppers waited to claim opening-day offers including buy-one-get-one-free drinks and giveaways.
The Sydney store marks Toptea’s first interstate expansion, following years of operating primarily in Melbourne since its establishment in 2016.
According to IBISWorld data, Australia’s bubble tea industry comprised 302 businesses in 2025, with the market size expected to reach AUD 480.7 million by 2026—highlighting the competitive environment Toptea is entering.
Despite being surrounded by established tea chains such as MachiMachi, Gong Cha, HEYTEA, Mixue Ice Cream & Tea, and Oh! Matcha Tea Shop Express, Toptea’s debut generated what many observers described as an extraordinary—yet increasingly familiar—launch-day scene. Some customers posted online that they waited close to three hours before receiving their drinks, with photos and comments about the queue further fuelling online interest.
source: rednote
While long lines are not new in retail history—famously associated with early Apple product launches or limited-edition merchandise drops by artists such as Taylor Swift—those queues were typically driven by product scarcity. In contrast, recent Sydney examples suggest a broader cultural shift.
Extraordinary queues have also been seen when LEGO opened its flagship store on Pitt Street, when Labubu released new collectibles, and during discounted warehouse sales by Stüssy in suburban locations. In these cases, queues functioned as both a demand signal and a marketing asset.
source: rednote
For tea beverage brands in particular—where supply constraints are minimal—the act of queuing has become part of the consumption experience. Being present on opening day, documenting the wait, and sharing a photo of the drink online appears, especially for many young adults customers, to carry as much value as the product itself.
Neighbouring businesses have also shown a willingness to benefit from the heightened foot traffic. As Toptea’s line extended past the entrance of nearby Gong Cha, staff members were observed offering small cups of smoothies to customers waiting in line—an opportunistic gesture that turned competition into engagement.