A recent episode of Dragon’s Den featuring actor Simu Liu sparked a heated discussion about cultural authenticity in food branding. The controversy centered on a boba tea brand that did not explicitly reference the drink’s Taiwanese origins on its packaging. We asked Canadians how they feel about cultural representation in food branding. Our survey revealed some striking insights about the value of acknowledging the cultural roots behind brands.
Is it Important for a Brand to Include Cultural Origins?
When asked whether the boba brand should have communicated its cultural origins on the packaging, 68% of Canadians agreed. The generational divide on this issue was notable: Gen Z (74%) and Millennials (70%) were the strongest advocates for cultural representation, while Gen X and Boomers were split on the matter (56%).
Why did respondents feel this way? Two themes emerged …
- Cultural Respect – Many respondents felt that acknowledging cultural origins is a matter of respect. One participant wrote, “I agree that it’s important to respect and appreciate the cultural background of a food or beverage.” Some took issue with the brand’s marketing approach, stating, “This was really not good for them to say that they make better boba.”
- Cultural Education – Others saw cultural labeling as an opportunity for consumer education. “It adds authenticity, fosters cultural appreciation, and helps consumers understand the product’s history and significance,” said one respondent.
On the other hand, some disagreed with the need for cultural labeling. A few respondents felt that everything originates from some culture, so singling out one product wasn’t necessary. One commented, “In the end, everything comes from some kind of culture, so who cares?” Others dismissed the discussion entirely, stating, “It’s bubble tea. They care what it tastes like—that’s all.”
Should Cultural Representation Apply to Mainstream Foods Like Pizza and Tacos?
Beyond boba, we asked whether cultural representation should extend to other widely known foods like pizza and tacos. 51% of Canadians agreed, with Gen X (54%) and Gen Z (53%) feeling strongest about this issue, while Millennials (47%) were slightly less convinced.
Those who supported this idea felt that mainstream foods have lost their cultural significance over time. One respondent noted, “These foods have become so mainstream that a majority of people seem to have forgotten where they come from. Especially tacos—tacos come from a minority group that still actively experiences adversity, so I think it’s important to recognize where they come from.” Others echoed the importance of history, saying, “I think everybody needs to understand that food has a history.”
However, others felt cultural representation wasn’t necessary for everyday foods. One person reasoned, “They’ve been so widespread. Everyone knows their origins, but everyone also has their own versions, whether it’s authentic or not.” Another said simply, “Everyone knows those items and their history.”
Takeaways for Food Brands
The Dragon’s Den controversy has shown that Canadian consumers—especially younger generations—are paying close attention to cultural representation and authenticity in food brands. Overall, a majority believes brands should acknowledge their cultural origins.
For food brands looking to navigate this space, here are some key considerations:
- Be Transparent & Respectful with Cultural References – Consumers appreciate when brands acknowledge and celebrate cultural roots rather than appropriating or disparaging them for profit.
- Consider the Expectations of Your Generational Target – Younger consumers, particularly Gen Z and Millennials, are more likely to value cultural representation by brands.
- Not Everyone Feels the Same – While the majority advocate for cultural transparency, others prioritize more functional attributes, such as taste and accessibility.
As Canada’s population and food scene continues to evolve, brands that thoughtfully engage with cultural heritage have an opportunity to tap into the cultural beliefs of their target consumers.
Want to explore how cultural authenticity can strengthen your brand’s connection with consumers? Connect with us at Pearl Strategy (johnchan@pearl-strategy.ca) to learn how we can help your brand navigate today’s culturally conscious marketplace.
Pearl Study of Canadians’ Attitudes & Behaviours, Dec 2024, n=267
