Gong cha Global, one of the world's fastest-growing tea brands, will unveil a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27. The campaign, centered around the concept "How Tea Is Meant To Be," builds on the brand's 20-year heritage of offering freshly brewed beverages made with premium ingredients. This year's campaign shifts focus from Felix's artistic identity to a warmer, more heartfelt atmosphere, highlighting the shared values between Gong cha and Felix.
The film uses tea leaves as its central motif, inspired by tea leaf fortune-telling. It depicts Felix plucking leaves one by one, capturing the excitement, warmth, and sincerity that whole leaf tea can offer. The campaign also emphasizes the care that goes into creating every cup, from hand-picked tea leaves and freshly brewed tea several times a day to pearls prepared each morning. This narrative brings to life Gong cha's global brand philosophy and its commitment to bringing guests together for shared experiences.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, stated, "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 the campaign will introduce further cinematic content and promotions to strengthen the brand's appeal.
The campaign is launching simultaneously across Korea and other global markets. Following a teaser released on August 24, the full campaign film will be unveiled on August 27, with additional content including an interview film to be released in stages. To celebrate the launch, 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.
This initiative underscores Gong cha's dedication to quality and its ability to resonate with fans worldwide, leveraging Felix's popularity to reinforce its position in the competitive tea market. The campaign's focus on traditional tea preparation methods sets it apart, appealing to consumers seeking authentic and premium beverage experiences.
