Gong cha Global, one of the world's fastest-growing tea brands, is set to 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," underscores the brand's dedication to quality and taste, building on its 20-year heritage of serving freshly brewed beverages made with premium ingredients.
The film brings together Felix's genuine affection for Gong cha, which he has enjoyed since childhood, and the care the company puts into creating the perfect cup of whole leaf tea. Through this shared story, the campaign aims to bring to life the inherent value of tea and Gong cha's distinctive tea experience. It reflects the brand's global 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 the leaves one by one to capture the excitement, warmth, and sincerity that whole leaf tea can offer. The film also highlights the meticulous process behind every cup, from hand-picked leaves and tea freshly brewed several times a day to pearls prepared each morning.
While previous campaigns highlighted Felix's identity as an artist alongside Gong cha's vibrant and contemporary image, this new 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 continue engaging consumers worldwide.
To celebrate the launch, Gong cha will roll out online and offline promotions. In September, limited-edition merchandise featuring Felix will be available through special promotional giveaways. These activities aim to deliver differentiated brand experiences and create more opportunities for connections 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."
