BOSTON, MA, August 27, 2026 /24-7PressRelease/ — Gong cha Global, one of the world’s fastest-growing tea brands, will unveil a new campaign film featuring Global Brand Ambassador Felix from Stray Kids on August 27.
Over the past 20 years, Gong cha has built a loyal global following by offering delicious, freshly brewed beverages made with premium ingredients and served with a wide variety of toppings. Building on this brand heritage, the campaign is centered around the concept “How Tea Is Meant To Be”. Together with Felix, now in his second year as Global Brand Ambassador, the campaign highlights Gong cha’s genuine commitment to quality and taste.
The campaign brings together Felix’s genuine affection for Gong cha, which he has enjoyed since childhood, and the care Gong cha puts into creating the perfect cup of whole leaf tea. Through this shared story, the film brings to life the inherent value of tea and Gong cha’s distinctive tea experience. It reflects Gong cha’s global brand philosophy, “How Tea Is Meant To Be,” and its commitment to bringing guests together for shared experiences.
Inspired by tea leaf fortune-telling, the film uses tea leaves, one of Gong cha’s most recognizable symbols, as its central motif. It depicts Felix plucking the leaves one by one, capturing the excitement, warmth and sincerity that whole leaf tea can offer. The film also highlights the care that goes into creating every cup of tea, from tea leaves individually picked by hand and tea freshly brewed several times a day to pearls prepared each morning.
While the previous campaign highlighted Felix’s identity as an artist alongside Gong cha’s vibrant and contemporary image, this campaign creates a warmer and more heartfelt atmosphere, further bringing to life the values shared by Gong cha and Felix.
The campaign is launching simultaneously across Korea and other global markets. Following the teaser released on August 24, the full campaign film will be unveiled on August 27. Additional content, including an interview film, will be released in stages as Gong cha continues to engage with consumers and fans around the world.
To celebrate the campaign launch, Gong cha will roll out a variety of online and offline promotions. In September, limited-edition merchandise featuring Global Brand Ambassador Felix will be available through special promotional giveaways. Through these activities, Gong cha aims to deliver differentiated brand experiences and create more opportunities to connect 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.”
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