Quebec-based Boba recently pitched itself on CBC's Dragon's Den.

That trendy sugary drink you queue up for and you are never quite sure about its content.

Those days are over with Boba.

Hang on, hang on.

I'm quite sure about its content.

Yes.

But continue.

The entrepreneurs pitching their version as healthier and less ethnic.

But actor and potential investor Simu Liu wasn't keen.

Why?

There can be new takes on things.

Sure, but I'm looking at these two guys.

No, but then there's also an issue of cultural appropriation.

There's an issue of taking something that's very distinctly Asian in its identity and quote-unquote making it better, which I have an issue with.

You are never quite sure about its content.

Now many are criticizing the company for selling a Taiwanese beverage.

This person from the business was like, oh, people are usually not sure about the content.

Like what is there not to be sure about?

Don't say that it's not an ethnic drink because it is and it always will be.

Major chains have offered similar products with less controversy.

For example, Starbucks marketed Asian Origins with its recent tea.

Are we honoring the place of where it comes from?

This food writer says framing bubble tea as unfamiliar is off base.

It's not new, you know, without dating myself necessarily.

I remember this being, I remember there being so many bubble tea shops in Vancouver in the 90s.

The company didn't respond to CBC News inquiries but on Instagram it said it was sorry and will re-evaluate branding, packages and marketing strategies.

I think they're gonna need to make some big changes to their brand and how they tell their brand story in order for that to happen.

I don't think they can continue as is.

Maybe, but for a company already sold in big retailers like Costco and Sobeys it may be hoping this controversy has already bubbled over.

Anis Heidari, CBC News, Calgary.