Gong cha Global, one of the world's fastest-growing tea brands, has unveiled a new campaign film featuring Global Brand Ambassador Felix from Stray Kids. The film, released on August 27, is part of the brand's ongoing "How Tea Is Meant To Be" philosophy, which emphasizes quality and authentic tea experiences.
The campaign leverages Felix's genuine affection for Gong cha, a brand he has enjoyed since childhood, to highlight the care that goes into every cup. The film uses tea leaves as a central motif, inspired by tea leaf fortune-telling, and depicts Felix plucking leaves one by one. This visual metaphor captures the excitement, warmth, and sincerity that whole leaf tea can offer, while also showcasing the meticulous process behind each beverage—from hand-picked leaves to freshly brewed tea prepared multiple times daily and pearls made each morning.
Unlike the previous campaign that focused on Felix's identity as an artist alongside Gong cha's vibrant image, this new film adopts a warmer, more heartfelt tone. It aims to deepen the connection between the brand and its audience by emphasizing shared values such as authenticity and craftsmanship. The campaign is launching simultaneously in Korea and other global markets, following a teaser released on August 24. Additional content, including an interview film, will be rolled out progressively to engage consumers worldwide.
To celebrate the launch, Gong cha will introduce various online and offline promotions. In September, limited-edition merchandise featuring Felix will be available through special giveaways. These initiatives are designed to deliver differentiated brand experiences and foster stronger connections with guests. Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, noted, "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." She added that further cinematic content and promotions will strengthen the brand's appeal, which has been built over 20 years.
The campaign reflects Gong cha's global brand philosophy and its dedication to bringing people together through shared tea experiences. By highlighting the inherent value of tea and the brand's distinctive approach, Gong cha aims to reinforce its position as a leader in the tea industry. The collaboration with Felix, who has a strong global following, is expected to resonate with fans and tea enthusiasts alike, further solidifying the brand's presence in key markets.
As Gong cha continues to expand its reach, this campaign serves as a testament to its commitment to quality and innovation. The use of whole leaf tea and the emphasis on traditional brewing methods set the brand apart in a competitive market. Through this heartfelt narrative, Gong cha seeks to not only attract new customers but also deepen loyalty among existing ones, ensuring that every cup lives up to the brand's promise of "How Tea Is Meant To Be."
