Gong cha Global, one of the world's fastest-growing tea brands, has launched a new campaign film featuring Global Brand Ambassador Felix from Stray Kids. The film, released on August 27, is centered around the concept "How Tea Is Meant To Be" and showcases the brand's dedication to quality and taste through the craft of whole leaf tea.
Over the past 20 years, Gong cha has built a loyal global following by offering freshly brewed beverages made with premium ingredients and a wide variety of toppings. This campaign builds on that heritage, bringing together Felix's genuine affection for the brand, which he has enjoyed since childhood, and the care Gong cha puts into creating the perfect cup of tea. The film uses tea leaves as its central motif, inspired by tea leaf fortune-telling, and depicts Felix plucking leaves one by one, capturing the excitement, warmth, and sincerity that whole leaf tea offers.
The campaign highlights the meticulous process behind every cup: tea leaves individually picked by hand, tea freshly brewed several times a day, and pearls prepared each morning. While the previous campaign emphasized Felix's identity as an artist and Gong cha's vibrant image, this new film creates a warmer, more heartfelt atmosphere, further bringing to life the values shared by Gong cha and Felix.
Launching simultaneously across Korea and other global markets, the campaign follows a teaser released on August 24. Additional content, including an interview film, will be released in stages as Gong cha continues to engage with consumers and fans worldwide. To celebrate the launch, Gong cha will roll out online and offline promotions, including limited-edition merchandise featuring Felix available through special giveaways in September.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, commented: "This campaign brings together Felix's genuine affection for Gong cha, which he has enjoyed since childhood, and Gong cha's commitment to putting great care into every cup of whole leaf tea. Alongside the main campaign film released on August 27, we will introduce further cinematic content and related promotions which strengthen the appeal that has made Gong cha a much-loved brand for the past 20 years."
The campaign underscores Gong cha's global brand philosophy and its commitment to bringing guests together for shared experiences. By focusing on the intrinsic value of tea and the craftsmanship involved, Gong cha aims to differentiate itself in the competitive tea market and deepen its connection with consumers. The strategic use of a popular K-pop ambassador like Felix also helps the brand reach younger demographics and expand its global footprint.
