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 company's dedication to quality and taste, building on two decades of brand heritage.
The film centers on Felix's genuine affection for Gong cha, which he has enjoyed since childhood, and the brand's meticulous process of crafting whole leaf tea. Through this narrative, Gong cha aims to convey the inherent value of tea and its distinctive tea experience, reflecting its global brand philosophy of bringing guests together for shared moments.
Drawing inspiration from tea leaf fortune-telling, the campaign uses tea leaves as a central motif. The film depicts Felix plucking leaves one by one, symbolizing the excitement, warmth, and sincerity that whole leaf tea offers. It also highlights the care behind every cup, from hand-picked leaves and tea brewed fresh multiple times daily to pearls prepared each morning.
This new campaign marks a shift from the previous one, which showcased Felix's artistic identity alongside Gong cha's vibrant image. The current campaign adopts a warmer, more heartfelt tone, aligning with the values shared by both Gong cha and Felix.
The campaign launches simultaneously in Korea and other global markets, with a teaser released on August 24 and the full film on August 27. Additional content, including an interview film, will roll out in stages to engage consumers and fans worldwide.
To celebrate the launch, Gong cha will run various online and offline promotions. In September, limited-edition merchandise featuring Felix will be available through special giveaways. These initiatives aim to provide differentiated brand experiences and foster deeper connections with guests.
"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," said Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global. "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's focus on whole leaf tea craft is significant for the tea industry, emphasizing quality and authenticity over convenience. By showcasing the meticulous process of tea preparation, Gong cha positions itself as a purveyor of premium beverages, potentially influencing consumer expectations and setting a higher standard for tea-based drinks. The partnership with Felix, a prominent K-pop artist, also underscores the growing intersection of entertainment and food & beverage marketing, leveraging celebrity influence to reach broader audiences.
As Gong cha continues to expand globally, this campaign reinforces its brand identity and commitment to delivering a superior tea experience. The release of the film and associated promotions are expected to strengthen customer loyalty and attract new tea enthusiasts, driving growth in competitive markets.
