Gong Cha Launches Global Campaign Featuring Brand Ambassador Felix of Stray Kids

Gong cha Global has officially released a new campaign film featuring Stray Kids member Felix, who serves as the company's global brand ambassador. The campaign, titled "How Tea Is Meant To Be," emphasizes the brand's production processes and focus on whole leaf tea quality. This initiative is being rolled out across Korea and international markets to highlight the brand's heritage and commitment to its preparation standards while aiming to deepen consumer engagement through promotional activities and limited-edition merchandise throughout the coming months.

The collaboration between Gong cha and Felix highlights a broader industry trend where global beverage chains leverage high-profile entertainment figures to solidify brand identity and maintain consumer relevance. By focusing on the craftsmanship behind tea preparation—such as hand-picking leaves and daily brewing cycles—the company seeks to differentiate its market position in a competitive landscape. This marketing strategy prioritizes storytelling and brand heritage to appeal to a younger, globally connected demographic that values both product transparency and celebrity-endorsed lifestyle associations. The shift toward a warmer, more heartfelt tone in this campaign suggests a deliberate attempt to move beyond purely transactional marketing toward building long-term emotional loyalty among the brand's diverse international customer base.

From an industry perspective, the integration of regional marketing efforts into a unified global campaign allows Gong cha to maintain consistent brand messaging across disparate territories. By scheduling a phased release of content and supporting the launch with merchandise, the company aims to sustain consumer interest beyond the initial announcement. This approach reflects standard practices for international franchises seeking to harmonize their operational standards with their public-facing image. As the tea industry continues to evolve, such campaigns serve as a metric for how effectively a retail chain can translate local brand affection into a scalable global strategy without diluting its core service values or operational identity.