Gong cha Global, one of the world's fastest-growing tea brands, has released a new campaign film featuring Global Brand Ambassador Felix from Stray Kids. The film, unveiled on August 27, centers on the concept "How Tea Is Meant To Be," showcasing the brand's dedication to quality and taste through the craft of whole leaf tea.
The campaign marks Felix's second year as Global Brand Ambassador, building on his genuine affection for Gong cha, which he has enjoyed since childhood. The film intertwines Felix's personal connection with the brand's meticulous process of creating the perfect cup of tea, from hand-picked leaves to freshly brewed beverages prepared several times a day. It also highlights the preparation of pearls each morning, emphasizing the care that goes into every cup.
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. This creative direction shifts from the previous campaign's vibrant and contemporary image to a warmer, more heartfelt atmosphere, further aligning with the values shared by Gong cha and Felix.
The campaign launches simultaneously across Korea and other global markets, following a teaser released on August 24. 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 limited-edition merchandise featuring Felix through special promotional giveaways in September.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, stated, "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. 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."
This announcement underscores the growing trend of celebrity endorsements in the beverage industry, particularly in the tea sector. By leveraging Felix's global popularity, Gong cha aims to strengthen its brand presence and connect with younger audiences. The campaign's focus on quality and tradition may resonate with consumers seeking authentic and premium tea experiences, potentially impacting the brand's market positioning and consumer loyalty.
For business leaders, this move highlights the importance of aligning brand values with influencer partnerships to enhance brand image and drive engagement. Gong cha's strategy of combining heartfelt storytelling with promotional activities could serve as a case study in effective marketing within the competitive beverage market.
