Boston’s Glow-Up: Joe and the Juice, Din Tai Fung, and More

By: Olivia Berg

Photo by Alessandra Abrego

A flash of pink catches the eye on a Bostonian's typical stroll down Newbury Street. As summer fades into fall and leaves litter the ground, Boston’s most famous shopping street is also changing. “Boston we are bringing the Tunacado” is spelled out in big block letters. The much-anticipated cafe, Joe and the Juice, is officially opening in Back Bay! While this seems like a pretty mundane event (a popular brand opening a storefront in Boston) it is only one of the many big brands popping up throughout the city.

Doom scrolling on TikTok has also revealed the arrival of fan-favorite restaurant: Din Tai Fung. The dim sum restaurant has blown up on socials. It has sparked trends including a clever joke based on its initials “DTF” and mouth-watering mukbangs. While this brand had already expanded to the East Coast with its New York location, it feels different to have it open in Boston. While many West-coasters are excited to have a little piece of home come East, it also seems odd for the primarily West Coast-based brand.

Other notable brands that are emerging throughout the city include Salt and Straw and Skims. The ice cream store strategically opened its doors this summer, and Skims is coming to the Prudential Center and Seaport. It makes sense that,  with such a young demographic, the city will adapt to suit the trendy desires of its consumers. However, the influx of viral, cool brands raises the question of whether the city is slowly losing its novelty?

The allure of Boston is largely due to its nostalgic charm. The balance between this and the youthful energy associated with the city is what makes it so special. So, is a city teeming with prevalent brands a Boston glow-up or a glow-down?