Gong cha Global, a leading tea brand, is set to release 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 the company's dedication to quality and taste, leveraging Felix's personal connection to the brand since childhood.
The film uses tea leaves as a central motif, inspired by tea leaf fortune-telling, to depict the care and sincerity that go into every cup. It highlights the hand-picking of tea leaves, fresh brewing multiple times a day, and daily preparation of pearls, all of which are part of Gong cha's craft. This approach aims to evoke warmth and authenticity, distinguishing the new campaign from the previous one that focused on Felix's artistic identity and a more vibrant image.
According to Jenn Leitner, Experience Vice President, Brand & Marketing, Americas Gong cha Global, the campaign merges Felix's genuine love for the brand with Gong cha's meticulous tea-making process. "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 said. The campaign is launching simultaneously in Korea and other global markets, following a teaser released on August 24.
In addition to the main film, Gong cha will release supplementary content, including an interview film, in stages. To celebrate the launch, the brand will offer limited-edition merchandise featuring Felix through promotional giveaways in September. These initiatives are part of Gong cha's strategy to provide differentiated brand experiences and foster deeper connections with consumers.
Gong cha, which has built a loyal following over the past two decades, continues to emphasize its core values of quality and freshness. The campaign reinforces the brand's philosophy of bringing people together through shared tea experiences. For more information, visit Gong cha's website.
