Gong cha Partners with Stray Kids’ Felix for Global Brand Expansion

Gong cha Global is shifting its marketing strategy to better connect with younger, international audiences by appointing Felix from the K-pop group Stray Kids as its Global Brand Ambassador. This partnership marks a transition for the brand, moving away from its traditional reliance on prominent Korean actors to embrace the global influence of a K-pop superstar.

A Strategic Shift in Brand Representation

For years, Gong cha Korea utilized top actors such as Lee Jong Suk, Park Seo Joon, Lee Seung Gi, and Song Kang as the faces of the brand. However, the selection of Felix as the new face of Gong cha in Korea represents a commitment to resonating with a more global and youthful demographic.

The partnership is rooted in authenticity; reports indicate that Felix has been a fan of Gong cha since his debut days, making him a natural fit for the beverage retailer.

The “Feel the Gong cha Vibe” Campaign

Launched on March 30, 2026, the latest campaign focuses on the concept of personalization. According to Gong cha Global, the initiative highlights the parallels between Felix’s creative process in the music studio and the way Gong cha crafts personalized beverages.

Hyper-Personalization and Consumer Experience

The campaign encourages customers to “Tune your vibe, tune your Gong cha,” emphasizing the ability to adjust flavors, toppings, and ice levels to match a specific mood. To deepen the fan experience, the brand has implemented several unique initiatives, including:

• Voiced Kiosks: In-store ordering systems featuring Felix’s voice.
• Exclusive Merchandise: A range of collectibles and special edition beverages.
• Multi-channel Content: Videos showing Felix blending flavors and mixing music tracks simultaneously.

Global Growth and Brand Heritage

Founded in Taiwan in 2006, Gong cha has established a reputation for high-quality, freshly brewed beverages made with premium ingredients. Since expanding overseas in 2009, the brand has grown significantly, now operating nearly 2,200 stores across the globe.

Frequently Asked Questions

When did Felix become the Gong cha ambassador?

Felix was appointed as a global brand ambassador in mid-2025 and began his activities as the face of the brand in Korea shortly thereafter.

What is the goal of the “Feel the Gong cha Vibe” campaign?

The campaign aims to celebrate Felix’s unique identity and encourage consumers to use hyper-personalization to create beverages that match their individual moods and vibes.

Future Outlook

By leveraging the global reach of Stray Kids and Felix’s tens of millions of followers, Gong cha is positioning its tea products as an everyday lifestyle drink. This move aligns the brand with the broader cultural influence of K-pop to drive international growth and brand loyalty among Gen Z and Millennial consumers.