<![CDATA[Jumbo Ice Tea has succeeded as a new trend in the beverage industry triggered by its ability to go viral on social media, where this digital popularity opens up opportunities for MSME entrepreneurs to reach a wider market at a low cost. However, the more viral Jumbo Ice Tea is, the greater the risks that must be faced. The purpose of this study is to determine the risks faced by MSME actors and to provide in-depth insight into the dynamics of trend perspectives, franchise competition and prices, especially for Jumbo Ice Tea MSME products. This study uses a qualitative approach with a secondary data-based literature study method by collecting data from scientific journals, academic books, research reports, and official publications that are relevant to the topic of Jumbo Ice Tea MSME business risks. The results of the analysis obtained by the author are: 1) The increasing consumption trend brings great opportunities for MSMEs, but also demands continuous innovation to meet the ever-changing needs and desires of consumers. Research shows that collaboration with influencers and creative marketing strategies can help maintain consumer interest. 2) Competition in the Jumbo Ice Tea franchise is very tight, with big brands that have strong capital and marketing strategies. 3) Prices that are too high can reduce consumer buying interest, while prices that are too low can harm business actors. Keywords: Risk, UMKM, Trends, Franchise Competition, Price.]]>
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