Gong cha Global, one of the world's fastest-growing tea brands, unveiled a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27. The campaign, centered on the concept "How Tea Is Meant To Be," highlights Gong cha's dedication to quality and taste, building on its 20-year heritage of 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 Gong cha puts into creating the perfect cup of whole leaf tea. Through this shared story, the film brings to life the inherent value of tea and Gong cha's distinctive tea experience, reflecting the brand's global philosophy of bringing guests together for shared experiences.
Inspired by tea leaf fortune-telling, the film uses tea leaves as its central motif, depicting Felix plucking leaves one by one to capture the excitement, warmth, and sincerity that whole leaf tea offers. It also highlights the meticulous process behind every cup: tea leaves individually picked by hand, tea freshly brewed several times a day, and pearls prepared each morning.
While the previous campaign focused on 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 launched simultaneously across Korea and other global markets. Following the teaser released on August 24, the full campaign film debuted on August 27. Additional content, including an interview film, will be rolled out in stages as Gong cha continues to engage with consumers and fans worldwide.
To celebrate the launch, Gong cha will offer a variety of 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 to connect 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."
