Gong cha Global, one of the world's fastest-growing tea brands, is set to unveil a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27. The campaign, titled "How Tea Is Meant To Be," underscores the brand's commitment to quality and taste, leveraging Felix's genuine affection for the brand since childhood.
Over the past two decades, Gong cha has built a loyal following by offering freshly brewed beverages made with premium ingredients and a variety of toppings. This new campaign, now in its second year with Felix, centers on the concept of whole leaf tea and the care that goes into every cup. The film uses tea leaves as a central motif, inspired by tea leaf fortune-telling, depicting Felix plucking leaves one by one to capture the excitement and sincerity of the tea experience.
The campaign highlights the meticulous process behind Gong cha's beverages: tea leaves are individually picked by hand, tea is freshly brewed several times a day, and pearls are prepared each morning. This attention to detail reflects the brand's philosophy of bringing guests together for shared experiences. While the previous campaign focused on Felix's artistic identity and Gong cha's vibrant image, this iteration adopts a warmer, more heartfelt tone, aligning with the values shared by both the brand and the artist.
Launching simultaneously across Korea and other global markets, the campaign will roll out additional content, including an interview film, in stages. To mark the launch, Gong cha will introduce limited-edition merchandise featuring Felix through promotional giveaways in September, aiming to deliver differentiated brand experiences and foster deeper connections with consumers.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, expressed that the campaign combines Felix's personal connection to the brand with Gong cha's dedication to whole leaf tea. She noted that further cinematic content and promotions will strengthen the brand's appeal as it celebrates 20 years of success.
