Gong cha Launches Global Campaign Featuring Stray Kids Member Felix

What Happened

Gong cha has debuted a new campaign film titled "How Tea Is Meant To Be," featuring Stray Kids artist Felix. The content emphasizes the brand’s focus on whole leaf tea preparation and artisanal brewing methods.

The partnership highlights the shared history between the performer and the brand, moving away from a high-energy aesthetic toward a focus on craftsmanship and sincerity. The film utilizes tea leaf imagery to showcase the labor involved in daily operations, such as hand-picking leaves and preparing fresh pearls.

The global rollout includes simultaneous launches across Korea and international markets. Gong cha plans to support the visual campaign with upcoming interviews and limited-edition merchandise drops slated for September.

The Core Points

Felix from Stray Kids reprises his role as Global Brand Ambassador for a second year.
The campaign centers on the theme of quality and the "How Tea Is Meant To Be" philosophy.
Visual storytelling focuses on the labor-intensive process of hand-picking leaves and daily brewing.
Promotional activities include limited-edition merchandise giveaways starting in September.
The campaign is active simultaneously across all international markets, including Korea.

Context in 60 Seconds

The beverage industry is increasingly leveraging high-profile celebrity ambassadors to anchor their brand identity in authenticity rather than just mass-market appeal. By aligning with specific cultural figures, global chains can bridge the gap between standardized service and the perception of a curated, artisanal consumer experience.

This strategy reflects a broader trend of food and beverage companies emphasizing the "slow" aspects of their supply chain—such as hand-brewing and ingredient sourcing—to appeal to younger, values-driven demographics who prioritize transparency and storytelling in their purchasing decisions.

Bottom Line

Gong cha is deepening its global market presence by utilizing influencer-led storytelling to highlight its commitment to traditional tea preparation and quality control.

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