Gong cha Global, one of the world's fastest-growing tea brands, is set to unveil a new campaign film featuring its Global Brand Ambassador, Felix from Stray Kids, on August 27. The campaign, titled "How Tea Is Meant To Be," underscores Gong cha's dedication to crafting beverages with premium ingredients and a focus on the authentic tea experience.
For over two decades, Gong cha has cultivated a loyal following by serving freshly brewed drinks with a variety of toppings. This new campaign builds on that heritage, highlighting the brand's commitment to quality and taste. Felix, now in his second year as ambassador, brings a genuine affection for Gong cha that dates back to his childhood. The film intertwines his personal connection with the care Gong cha invests in every cup, emphasizing the value of whole leaf tea and the shared experiences it fosters.
The creative concept draws inspiration from tea leaf fortune-telling, using tea leaves as a central motif. The film depicts Felix plucking leaves one by one, capturing the excitement, warmth, and sincerity inherent in whole leaf tea. It also showcases the meticulous process behind each cup, from hand-picked leaves to tea brewed several times daily and pearls prepared each morning. While previous campaigns focused on Felix's artistic identity and Gong cha's vibrant image, this iteration adopts a warmer, more heartfelt tone, further aligning with the values shared by both.
The campaign launches simultaneously in Korea and other global markets, following a teaser released on August 24. The full film debuts on August 27, with additional content, including an interview film, to be rolled out progressively. To celebrate, Gong cha will introduce online and offline promotions, such as limited-edition merchandise featuring Felix in September, available through special giveaways. These initiatives aim to deliver unique brand experiences and foster deeper connections with customers.
Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, commented, "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." She added that alongside the main film, further cinematic content and promotions will reinforce the brand's appeal, which has made it a beloved choice for 20 years.
