Biao Sugar: Crafting Unique, Flavorful Boba Creations in NYC
Discover Biao Sugar, NYC’s must-visit boba shop known for its unique brown sugar drinks, signature Devil’s Egg boba, and creative seasonal specials. Learn how owner Vera made the leap from finance to the food industry and what makes Biao Sugar stand out in the city's bubble tea scene.
At Biao Sugar, boba isn’t just a drink—it’s an experience. From their signature Devil’s Egg brown sugar boba to their seasonal Coco Loco hot chocolate Nutella boba, every sip offers something fun, flavorful, and Instagram-worthy. But behind the creative drinks and eye-catching cups is Vera, the new owner of Biao Sugar, who took a bold leap from the corporate world to the boba business.
From Finance to Flavor
Before taking over Biao Sugar, Vera worked in corporate banking, holding roles at JP Morgan and Bank of America. But her passion for food and her experience helping her family run restaurants in Washington, D.C., eventually led her to make a life-changing decision.
“I was always fascinated by food,” Vera shares. “The previous owners were my friends, and when I saw the opportunity to take over Biao Sugar, I decided to step out on my own and leave the corporate world.”
While she had restaurant experience through her family, Vera quickly realized that being an owner meant wearing multiple hats. “I’m a cashier, a drink maker, and sometimes even a mechanic all at once,” she states. “It’s a challenge, but nothing compares to working for yourself and growing something from the ground up.”
What Makes Biao Sugar Stand Out?
Biao Sugar’s menu is centered around high-quality brown sugar-based drinks that use real, natural ingredients rather than artificial syrups. Their Brown Sugar Boba Milk with Milk Foam is a customer favorite, but if you need a little boost, the Brown Sugar Boba Milk with Coffee Foam and Coffee Jelly is a must-try.
“We’ve spent a lot of time refining our recipes,” Vera says. “We make our own brown sugar in-house, which gives our drinks a more natural and rich taste.”
Biao Sugar is also known for its limited-edition themed cups, like the strawberry-shaped cup for the Strawberry Sundae drink, a playful twist on a Starbucks classic. These unique designs make each visit exciting, with customers eager to see what’s next.
Social Media & Community Engagement
A huge part of Biao Sugar’s success comes from social media and influencer collaborations. With a strong presence on Instagram and TikTok, Vera runs the shop’s social accounts herself, posting updates almost daily.
“We love partnering with influencers, especially micro-influencers, because it helps both of us grow,” Vera explains. “But we also love seeing our customers share their experiences. That’s how we originally got noticed.”
Beyond social media, Biao Sugar also creates seasonal events to engage the community. For Chinese New Year, they decorated the store and gave out free keychains with each drink purchase, a small but meaningful touch that customers loved.
What’s Next for Biao Sugar?
With spring just around the corner, Vera teases that new seasonal drinks are on the way. “We’re always listening to our customers and creating drinks based on their feedback,” she says. “Right now, we’ve had a lot of requests for herbal teas without caffeine, so that’s something we’re working on.”
As for upcoming holiday specials? “You’ll have to wait and see,” she says.