_{Top photo: The interior of local boba tea shop Boba Luv, in Rexburg, Idaho. Photo by Maddie Maschger.}

By Maddie Maschger

REXBURG — For college students across the nation and within Rexburg city limits, the trending indulgence of choice is boba tea. 

In recent years, boba or bubble tea has seen a massive boom. According to a 2023 article in the Michigan Journal of Economics, boba tea shops grew by 23.4% in 2022, with no sign of stopping. They’re also stunningly popular amongst the young adult demographic. A 2021 survey quoted in the same article found that 94% of adults aged 20 to 29 had bought boba tea within the last three months.

Local college student Morgan Sperry understands the appeal.

“I know I like boba because it’s just a really nice, sweet treat,” Sperry said.

Sperry also enjoys the savoriness that comes from a milk-based drink and the customization boba tea offers. 

Rexburg, populated largely by young adults, is the latest place to be gripped by the boba craze. Despite its small size, Rexburg is home to three boba shops: Kiwi Loco, Crush and Boba Luv. Each has unique offerings and a dedicated customer base. 

Kiwi Loco is located on West Second South Street, near the Cedars apartment complexes. It’s primarily a frozen yogurt shop, but they also offer refreshing bubble beverages. 

Crush, located at 155 West Main Street, has a bevy of caffeinated boba options for those late-night study sessions. They’re also known for their fresh crepes, which come in both savory and sweet varieties. 

Boba Luv is located at 220 East 2nd North Street and is entirely focused on offering delicious, diverse drink delicacies. From mango to matcha to marmalade, Boba Luv has something for everyone. 

_{A chocolate-raspberry boba from Boba Luv. Photo by Maddie Maschger.}

It’s clear that Rexburg has seen a rise in supply—but does it match the demand? Does boba tea have what it takes to stick around in the ephemeral flutterings of today’s cultural consciousness? 

“I think it’s only going to get more popular,” Sperry said. “It’s another place people can go to have fun interactions, and you get something tasty.”

The Michigan Journal of Economics also claims that “the boba phenomenon encapsulates more than just a trend; it’s a cultural wave…bringing with it a rich history and a promise of communal identity.”

Through boba tea, young adults of all backgrounds can come together in a singular, shared goal—enjoying a delicious novelty drink. Sperry recommends the brown sugar flavor.