Gong cha Global, one of the world's fastest-growing tea brands, unveiled a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27. The campaign, centered on the concept "How Tea Is Meant To Be," highlights Gong cha's commitment to quality and taste, leveraging Felix's genuine affection for the brand since childhood.
Over the past 20 years, Gong cha has built a loyal global following by offering delicious, freshly brewed beverages made with premium ingredients and served with a wide variety of toppings. This campaign builds on that heritage, bringing together Felix's personal connection to the brand and the care Gong cha puts into creating the perfect cup of whole leaf tea. Through this shared story, the film aims to bring to life the inherent value of tea and Gong cha's distinctive tea experience, reflecting its global brand philosophy and commitment to bringing guests together for shared experiences.
Inspired by tea leaf fortune-telling, the film uses tea leaves as its central motif, depicting Felix plucking leaves one by one to capture the excitement, warmth, and sincerity that whole leaf tea can offer. It also highlights the craftsmanship behind every cup, from hand-picked leaves and fresh brewing several times a day to pearls prepared each morning. Unlike the previous campaign that emphasized Felix's artist identity and Gong cha's vibrant image, this new film creates a warmer, more heartfelt atmosphere, further aligning with the values shared by Gong cha and Felix.
The campaign launched simultaneously across Korea and other global markets. Following a teaser on August 24, the full film was released on August 27, with additional content, including an interview film, to be rolled out in stages. To celebrate, Gong cha will offer limited-edition merchandise featuring Felix through promotional giveaways in September, aiming to deliver differentiated brand experiences and create more opportunities to connect with guests.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, said, "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 dedication to quality and its ability to forge emotional connections with consumers, solidifying its position in the competitive tea market.
