Gong cha Global, one of the world's fastest-growing tea brands, is set to unveil a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27. The campaign, built around the concept "How Tea Is Meant To Be," underscores Gong cha's dedication 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 following by offering freshly brewed beverages made with premium ingredients and a variety of toppings. This new campaign, now in its second year with Felix as ambassador, highlights the care that goes into every cup, from tea leaves individually picked by hand to tea freshly brewed several times a day and pearls prepared each morning.
Inspired by tea leaf fortune-telling, the film uses tea leaves as a central motif, depicting Felix plucking leaves one by one to capture the excitement, warmth, and sincerity that whole leaf tea offers. While previous campaigns highlighted Felix's artistic identity and Gong cha's vibrant image, this iteration creates a warmer, more heartfelt atmosphere, aligning with the values shared by both Gong cha and Felix.
The campaign is launching simultaneously across Korea and other global markets. Following the teaser released on August 24, the full film will be unveiled on August 27, with additional content, including an interview film, released 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 connect with guests worldwide.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, said, "This campaign brings together Felix's genuine affection for Gong cha and Gong cha's commitment to putting great care into every cup of whole leaf tea. Alongside the main campaign film, we will introduce further cinematic content and promotions that strengthen the appeal that has made Gong cha a much-loved brand for the past 20 years."
The campaign underscores Gong cha's global philosophy and its commitment to bringing guests together for shared experiences, reinforcing the brand's position in the competitive tea market.
