Gong cha Unveils New Campaign Film with Stray Kids' Felix, Emphasizing Whole Leaf Tea Craft

Gong cha Global, one of the world's fastest-growing tea brands, is set to release a new campaign film featuring its Global Brand Ambassador Felix from Stray Kids on August 27. The campaign, centered on 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 with premium ingredients.

This marks the second year of collaboration between Gong cha and Felix, who has a genuine affection for the brand since childhood. The film intertwines Felix's personal connection with the care Gong cha invests in crafting each cup of whole leaf tea. By highlighting the inherent value of tea and Gong cha's distinctive tea experience, the campaign aims to bring guests together for shared moments, reflecting the brand's global philosophy.

The film uses tea leaves, a recognizable symbol of Gong cha, as its central motif, inspired by tea leaf fortune-telling. It depicts Felix plucking leaves one by one, capturing the excitement, warmth, and sincerity that whole leaf tea can offer. The visuals emphasize the meticulous process behind every cup, from hand-picked leaves to tea brewed several times daily and pearls prepared each morning.

Unlike the previous campaign that focused on Felix's artistic identity and Gong cha's vibrant image, this new film adopts a warmer and more heartfelt tone, further aligning with the values shared by both the brand and the artist. According to Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, "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."

The campaign will launch simultaneously in 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 rolled out in stages. To celebrate the launch, Gong cha will host various online and offline promotions, including limited-edition merchandise featuring Felix available through giveaways in September. These initiatives aim to deliver differentiated brand experiences and create more opportunities to connect with guests.

For more information on Gong cha's global initiatives and to view the campaign, visit their official channels.