KTSW Loves: Howdy Boba

By Andrea Fernandez 

Promotions and Community Relations Member  

Howdy Boba has quickly become one of the most colorful and welcoming spots in San Marcos. Its owner, John Norman, brings a deep passion for creativity, community and event culture to the business. Norman’s journey began long before the first cup of tea was served. With a background in graphic design and marketing, he always moved through creative spaces with ease. His story shows how artistic vision, community commitment and a little serendipity can lead to something special.

Norman’s career in events started in 2014, when he began helping a friend with K-pop gatherings in Austin. The events were created for adults who loved K-pop and needed a space where they could enjoy music and culture together. For five years, Norman supported these gatherings and eventually began producing his own events for audiences of all ages. While overseeing these pop culture events, he noticed that many attendees arrived with their own boba teas. The idea for a future business began forming as he saw how drinks and social gatherings naturally fit together.

Around the same time, Norman accepted a position with the City of Buda as an event and marketing coordinator. His role involved helping local businesses connect with the community and promoting activities that encouraged people to explore what the city had to offer. During this period, he met the owner of Gotjis, a well-loved food truck in the area. When the owner was preparing to move into a larger truck, he offered his old one to Norman for his emerging boba tea concept. Norman took the opportunity and operated his boba truck in Buda for a year and a half.

Gotjis later shared information about a food court area in San Marcos located near Texas State University. The spot promised a lively atmosphere filled with students and residents. Norman made the move in mid-April and set up the shop next to his friends from Gotjis. Since then, Howdy Boba has found a comfortable home in San Marcos and has begun establishing itself as a place that blends creativity with community support.

Norman describes his business strategy with a simple sentence that captures everything he does: “My first priority and my first love is events.” Howdy Boba continues this passion by building its marketing and menu around themes related to the events he creates. He loves being close to the university because it allows him to partner with student groups and campus organizations. Many of his drink ideas come from the color palettes of album covers and popular characters, which makes the menu feel both playful and personal.

An important element of his mission is creating a safe and welcoming space for the LGBTQ community in San Marcos. Norman hopes anyone who visits will feel included and free to express themselves. He believes that the best way to support others is by building an environment where people feel safe to gather and enjoy their time.

One of the biggest challenges he faces is the academic schedule of students. Because most students stay in town for only eight months of the year, he operates in a constantly changing environment. To maintain excitement and activity, he often promotes his events outside San Marcos. His social media account called “K-pop Nite” has more than 6,700 followers and serves as his primary platform for sharing upcoming gatherings. All of his events are free because his goal is not to charge for attendance but to draw people to the area so they can support surrounding businesses. He often says he is trying to share love and help build everyone around him.

“We want people to come by to check out the drinks — and not just our business, but we want to help our neighbor businesses,” said Norman.

His event themes reflect his love for music and popular culture. Recent gatherings include a Pokémon-themed celebration, lively K-pop nights and an energetic drag brunch. His creative direction builds a bridge between colorful pop culture interests and the relaxing experience of enjoying a drink with friends. Norman is grateful for the support San Marcos has shown him.

“Everyone in San Marcos has been so nice to us,” he said while reflecting on the community response.

The heart of Howdy Boba is not only Norman but also the team that supports the shop. Sarah, his main employee, plays a vital role in daily operations. Norman often says she knows how to run the place better than he does. His parents also help during large events, and their support means a great deal to him. Together they form a close and dedicated team that works with care and enthusiasm.

For anyone hoping to start a business of their own, Norman offers straightforward advice. He encourages future entrepreneurs to begin even if things are not perfect.

“Just get started. Don’t go so deep with it that you keep self-sabotaging. Everything is trial and error. Start small and build from there,” said Norman.

His words reflect the same spirit of creativity and courage that brought Howdy Boba to life.

Howdy Boba is more than a boba tea shop. It is an inviting space filled with imagination, community pride and culture. Through themed drinks, inclusive events and strong relationships with local businesses, Norman continues to share his passion with San Marcos. His commitment to celebrating people and creativity ensures that Howdy Boba will remain a beloved spot for years to come.