Gong cha Global is set to release a new campaign film featuring its Global Brand Ambassador, Felix from Stray Kids, on August 27. The campaign, titled "How Tea Is Meant To Be," marks the second year of Felix's ambassadorship and focuses on the brand's commitment to authentic tea craftsmanship and quality.
The film draws inspiration from tea leaf fortune-telling, using tea leaves as a central motif. It portrays Felix plucking leaves one by one, symbolizing the care and sincerity that goes into every cup of Gong cha tea. This narrative aligns with the brand's philosophy of delivering a genuine tea experience, from hand-picked leaves to tea brewed fresh throughout the day.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas at Gong cha Global, emphasized the synergy between Felix's personal connection to the brand and Gong cha's dedication to excellence. "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," she said.
The campaign represents a shift from the previous year's focus on Felix's artistic identity to a warmer, more heartfelt narrative that underscores the shared values between the artist and the brand. By highlighting the meticulous process of tea preparation, including leaves picked by hand and pearls made each morning, Gong cha aims to reinforce its position as a leader in quality tea beverages.
Launching simultaneously in Korea and other global markets, the campaign will be supported by a series of teaser and full-length films, along with an interview segment. To further engage consumers, Gong cha will offer limited-edition merchandise featuring Felix through promotional giveaways in September. These initiatives are designed to provide unique brand experiences and foster deeper connections with guests worldwide.
This strategic move comes as Gong cha celebrates 20 years of growth, having built a loyal following through its freshly brewed beverages and diverse topping options. The collaboration with Felix, a popular K-pop artist, helps the brand resonate with younger audiences while reinforcing its heritage of quality and authenticity.
The campaign's emphasis on whole leaf tea is a differentiator in the competitive bubble tea market, where many brands rely on powders or syrups. By showcasing the artistry behind each cup, Gong cha positions itself as a premium choice for tea enthusiasts.
As the campaign unfolds, Gong cha will continue to release content that highlights its commitment to "How Tea Is Meant To Be," aiming to strengthen its global presence and appeal.
