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, now in his second year in the role. The film, released on August 27, centers on the concept ‘How Tea Is Meant To Be’ and showcases the brand’s dedication to whole leaf tea and quality ingredients.
The campaign builds on Gong cha’s 20-year heritage of offering freshly brewed beverages with premium ingredients and a variety of toppings. According to the company, the film brings together Felix’s genuine affection for the brand, which he has enjoyed since childhood, and the care Gong cha puts into crafting each cup. ‘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,’ said Jenn Leitner, Experience Vice President, Brand & Marketing, Americas at Gong cha Global.
The film’s central motif is tea leaves, inspired by tea leaf fortune-telling, and depicts Felix plucking leaves one by one to capture the excitement, warmth, and sincerity of whole leaf tea. It also highlights the craftsmanship behind every beverage, from hand-picked leaves to tea brewed several times a day and pearls prepared each morning. This approach marks a shift from the previous campaign, which focused on Felix’s artist identity and the brand’s vibrant image, to a warmer and more heartfelt atmosphere.
The campaign is launching simultaneously in Korea and other global markets. A teaser was released on August 24, followed by the full film on August 27. Additional content, including an interview film, will be rolled out in stages to engage consumers and fans worldwide. 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 strengthen connections with guests.
This campaign underscores Gong cha’s global brand philosophy and its commitment to bringing people together through shared tea experiences. By leveraging Felix’s popularity and the universal appeal of quality tea, the brand seeks to reinforce its position in the competitive beverage market. The emphasis on whole leaf tea and traditional brewing methods differentiates Gong cha from other tea chains, appealing to consumers seeking authentic and premium options.
As the campaign unfolds with cinematic content and promotions, Gong cha aims to deepen its bond with existing customers and attract new ones, solidifying its reputation as a leader in the tea industry.
