Controversy Erupts Over Bubble Tea Chains Provocative Ads Amid Growing Harassment Reports

Russia’s largest bubble tea franchise, Pims, faced criticism this week due to an Instagram advertisement that some say endorses sexual harassment.

The video features a man patting down a woman in a short dress against a café’s glass window, with the accompanying message: “The Pims police are on the lookout for those who opt to make Pims at home.”

On Wednesday, the feminist media outlet Kosa reported that the company subsequently modified the caption to include the phrase “no harassment,” and released a follow-up ad depicting a woman frisking a male model.

As of Thursday afternoon, Pims had disabled comments on both posts, which had garnered nearly 10,000 shares.

“We turned off the comments knowing there would be many ‘opinions that no one asked for,’” the company explained to blogger and creative director Anastasia Khavalkina on Tuesday. “However, we read everything and appreciate being discussed,” added a PR manager.

Pims defended the advertisement campaign, describing it as intentionally “provocative,” and stated that the two videos were part of an ongoing “mini-series” targeting their main audience.

The ads were released on Instagram amidst an increase in harassment reports from women in Moscow, following a self-identified male dating coach who encouraged his followers to approach strangers by grabbing them at the waist.

Established in 2018 in Moscow, Pims has since grown to around 30 locations throughout Russia, as well as branches in Dubai and Bangkok.