Gong cha Global, one of the world's fastest-growing tea brands, is set to release a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27. This campaign, themed "How Tea Is Meant To Be," underscores the brand's dedication to quality and taste, leveraging Felix's genuine affection for Gong cha since childhood and the brand's meticulous tea preparation process.
The film uses tea leaves 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 offers. The campaign also highlights the care that goes into every cup, from hand-picked tea leaves to freshly brewed tea multiple times a day and pearls prepared each morning.
This new campaign marks a shift from the previous one, which focused on Felix's identity as an artist alongside Gong cha's vibrant and contemporary image. Now, the campaign creates a warmer, more heartfelt atmosphere, further aligning with the values shared by Gong cha and Felix. 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 is launching simultaneously across Korea and other global markets. Following a teaser released on August 24, the full film will be unveiled on August 27, with additional content, including an interview film, released in stages. To celebrate, Gong cha will roll out online and offline promotions, including limited-edition merchandise featuring Felix in September through special giveaways.
This initiative reflects Gong cha's global brand philosophy and its commitment to bringing guests together for shared experiences. By emphasizing the inherent value of tea and the distinctive Gong cha experience, the campaign aims to strengthen the brand's appeal that has made it a much-loved brand for the past 20 years.
