Gong cha Global, a leading tea brand, launched a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27. The campaign, titled “How Tea Is Meant To Be,” underscores the brand’s dedication to quality and taste, building on its 20-year heritage of serving freshly brewed beverages with premium ingredients and a variety of toppings.
The film brings together Felix’s personal fondness for Gong cha, which he has enjoyed since childhood, and the brand’s meticulous approach to crafting each cup of whole leaf tea. Through this narrative, the campaign aims to highlight the inherent value of tea and the distinctive experience Gong cha offers. It reflects the brand’s global philosophy and its commitment to fostering connections among guests.
Inspired by tea leaf fortune-telling, the film uses tea leaves as its central motif, depicting Felix plucking leaves one by one to convey excitement, warmth, and sincerity. The visuals emphasize the care involved in every step, from hand-picked tea leaves and tea brewed multiple times daily to pearls prepared each morning.
This year’s campaign contrasts with the previous one, which focused on Felix’s artistic identity and Gong cha’s vibrant image. The new approach creates a warmer and more heartfelt atmosphere, aligning with the shared values of Gong cha and Felix.
The campaign is rolling out simultaneously in Korea and other global markets. Following a teaser released on August 24, the full film premiered on August 27, with additional content, including an interview film, set to be released in stages to engage consumers worldwide.
To celebrate the launch, Gong cha will introduce online and offline promotions, including limited-edition merchandise featuring Felix available through special giveaways in September. These initiatives are designed to deliver differentiated brand experiences and create more opportunities for guest interaction.
“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 Gong cha Global. “Alongside the main campaign film released on August 27, we will introduce further cinematic content and related promotions which strengthen the appeal that has made Gong cha a much-loved brand for the past 20 years.”
The launch of this campaign is significant as it reinforces Gong cha’s brand identity in a competitive tea market, leveraging a popular K-pop star to appeal to younger consumers and expand its global reach. By emphasizing quality and craft, Gong cha aims to differentiate itself from other beverage chains and solidify customer loyalty.
