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. The campaign, titled "How Tea Is Meant To Be," underscores the brand's dedication to quality and taste, leveraging Felix's genuine affection for Gong cha, which he has enjoyed since childhood.
Over the past 20 years, Gong cha has built a loyal following by offering freshly brewed beverages made with premium ingredients and a variety of toppings. This new campaign builds on that heritage, aiming to bring to life the inherent value of tea and Gong cha's distinctive tea experience. The film uses tea leaves, a recognizable symbol of the brand, 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 can offer.
The campaign highlights the care that goes into every cup, from hand-picked tea leaves and tea freshly brewed several times a day to pearls prepared each morning. While the previous campaign focused on Felix's identity as an artist alongside Gong cha's vibrant image, this new film creates a warmer and more heartfelt atmosphere, further aligning with the values shared by Gong cha and Felix.
The campaign launches simultaneously across Korea and other global markets. A teaser was released on August 24, and the full film will be unveiled on August 27. Additional content, including an interview film, will be released in stages to engage consumers and fans worldwide.
To celebrate, Gong cha will roll out various 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.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, said, "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."
The campaign reflects Gong cha's global brand philosophy of bringing guests together for shared experiences, reinforcing its position in the competitive tea market.
