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, marking the second year of their partnership. The campaign, centered on the concept "How Tea Is Meant To Be", highlights Gong cha's dedication to quality and taste through its use of whole leaf tea.
Over the past two decades, Gong cha has built a loyal following by offering freshly brewed beverages made with premium ingredients and a variety of toppings. The new film brings together Felix's genuine affection for Gong cha, which he has enjoyed since childhood, and the care the brand puts into crafting each cup. Through this shared story, the film aims to convey the inherent value of tea and Gong cha's distinctive tea experience.
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 offers. It also showcases the meticulous process behind every cup, from hand-picked leaves to tea brewed several times daily and pearls prepared each morning. While the previous campaign highlighted Felix's artistic identity and Gong cha's vibrant image, this new approach creates a warmer and more heartfelt atmosphere.
The campaign is launching simultaneously across Korea and other global markets. Following a teaser released on August 24, the full film debuted on August 27, with additional content, including an interview film, to be released in stages. To celebrate the launch, Gong cha will roll out online and offline promotions, including limited-edition merchandise featuring Felix in September.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, emphasized the campaign's significance: "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." She added that further cinematic content and promotions would strengthen the brand's appeal.
The partnership with Felix, a member of the globally popular K-pop group Stray Kids, underscores Gong cha's strategy to connect with younger consumers and expand its international presence. By aligning with Felix's authentic love for the brand, Gong cha aims to deepen its engagement with fans and reinforce its position as a leader in the tea beverage market.
