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," highlights Gong cha's genuine commitment to quality and taste, building on its 20-year heritage of offering freshly brewed beverages made with premium ingredients and a variety of toppings.
The film brings together Felix's genuine affection for Gong cha, which he has enjoyed since childhood, and the care Gong cha puts into creating the perfect cup of whole leaf tea. Through this shared story, the film brings to life the inherent value of tea and Gong cha's distinctive tea experience. It reflects Gong cha's global brand philosophy and its commitment to bringing guests together for shared experiences.
Inspired by tea leaf fortune-telling, the film uses tea leaves as its central motif, depicting Felix plucking leaves one by one, capturing the excitement, warmth, and sincerity that whole leaf tea can offer. The film also highlights the care that goes into every cup of tea, from hand-picked leaves to tea freshly brewed several times a day and pearls prepared each morning.
Unlike the previous campaign that highlighted Felix's identity as an artist alongside Gong cha's vibrant image, this campaign creates a warmer and more heartfelt atmosphere, further aligning with the values shared by Gong cha and Felix. The campaign is launching simultaneously across Korea and other global markets, with a teaser released on August 24 and the full film on August 27. Additional content, including an interview film, will be released in stages to engage consumers and fans worldwide.
To celebrate the launch, Gong cha will roll out online and offline promotions, including limited-edition merchandise featuring Felix in September through special giveaways. These activities aim to deliver differentiated brand experiences and create more opportunities to connect with guests.
"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."
