Gong cha Names Stray Kids’ Felix Global Brand Ambassador

Gong cha has launched a new global brand platform featuring Felix, a member of the South Korean group Stray Kids, as its Global Brand Ambassador. The initiative is designed to reposition the bubble tea brand from an occasional treat to an everyday lifestyle choice.

The strategy was developed by the agency Jung von Matt HANGANG, which secured Gong cha’s Y26 global brand mandate following a competitive pitch. The new platform aims to strengthen the brand’s leadership in the international tea category by leveraging the global influence of K-pop culture.

The campaign specifically targets female consumers between the ages of 18 and 34. By shifting the brand’s image toward a lifestyle vibe, Gong cha intends to drive higher store frequency among this demographic worldwide.

Creative Execution and Digital Strategy

Rather than following standard K-pop endorsement styles, the campaign portrays Felix in an artistic and expressive light. The creative direction features the artist immersed in a studio environment, where he is shown composing and playing various instruments.

This musical process serves as a metaphor for Gong cha’s core product innovation: customization. The campaign draws a direct parallel between the layering of sounds in music and the process of customizing a beverage, such as adding pearls or adjusting sugar and ice levels.

This artistic approach is intended to reinforce the brand’s existing Gong cha Vibe messaging while creating clear category entry points, positioning the beverages as a natural choice for refreshing everyday moments.

Global Implementation and Asset Distribution

To support the global rollout, Jung von Matt HANGANG developed and produced a full suite of master assets. These materials are designed to ensure a consistent brand experience across diverse international markets.

• A main campaign film.
• Digital short-form content.
• Out-of-home (OOH) advertising.
• In-store visuals.

Alongside these assets, the agency established global social governance guidelines to maintain brand consistency across various social media platforms and regions.

The scale of the rollout reflects Gong cha’s current international footprint, which includes nearly 2,200 locations across 29 international markets, spanning Asia, Europe, and the United States.

As part of the partnership, Gong cha will launch new limited-edition products for fans globally. Felix will use his role as Global Brand Ambassador to increase awareness of the brand’s innovative beverages through these high-profile campaigns.