Gong cha is attempting to shift the perception of bubble tea from a sporadic indulgence to a daily habit. To achieve this, the global tea brand has launched a new global brand platform featuring Felix of the K-pop group Stray Kids as its primary ambassador, aiming to position tea as an everyday lifestyle drink for a younger, global audience.
The campaign, developed in partnership with the agency Jung von Matt HANGANG, marks a strategic pivot for the company. While Gong cha has already established a massive footprint with thousands of stores across Asia, Europe, and the United States, the new initiative focuses on deepening engagement with Gen Z and millennial consumers, specifically targeting women aged 18 to 34.
By leveraging the immense cultural capital of K-pop, Gong cha is not merely seeking a celebrity face but is attempting to embed its products into the daily routines of its target demographic. The rollout began in early April, deploying a digital-first strategy across key markets including South Korea, Japan, Australia, and the United States.
Bridging Musical Craft and Product Customization
The creative direction of the campaign departs from the traditional, high-glamour celebrity endorsements often seen in K-pop marketing. Instead of a standard commercial, Jung von Matt HANGANG places Felix in a studio setting, focusing on his role as a musician composing and playing instruments.
This artistic framing is designed to create a conceptual link between the meticulous process of music production and the brand’s core offering: customization. The campaign draws a direct parallel between the layering of sounds in a song and the layering of ingredients in a Gong cha beverage—such as the specific selection of pearls, ice levels, and sugar adjustments.
This “customization DNA” is the cornerstone of the brand’s attempt to move beyond the “occasional treat” category. By framing the drink as a personal creation—much like a piece of music—the brand hopes to reinforce its “Gong cha Vibe” messaging while providing consumers with more frequent reasons to visit their stores.
The Strategy Behind the ‘K-Culture’ Wave
The timing of the campaign coincides with the sustained global dominance of Korean cultural exports. From the worldwide success of K-pop to the rising popularity of Korean cuisine, the “Hallyu” wave has transitioned from a niche interest to a primary driver of mainstream consumer behavior.
Bill Yom, Founder and CCO of Jung von Matt HANGANG, noted that K-culture is now shaping global behavior. He emphasized that by portraying Felix as a meticulous artist, the campaign aims to embed the brand into everyday culture rather than simply advertising a beverage.
For Gong cha, this is a play for “cultural relevance.” Jeeyoung Jina Chung, CMO for Korea & APAC at Gong cha, stated that the ambition is to define the tea category through this relevance, connecting the brand’s unique tea culture with the creative energy that resonates with Gen Z globally.
Campaign Execution and Global Scalability
To ensure the message remains consistent across diverse international markets, Jung von Matt HANGANG produced a comprehensive suite of assets and governance guidelines. The rollout is not limited to digital screens but extends into the physical world through a variety of touchpoints:
- Main Film and Digital Shorts: High-impact video content designed for social media consumption and digital advertising.
- Out-of-Home (OOH) Placements: Large-scale physical advertising in high-traffic urban areas.
- In-Store Visuals: Direct point-of-sale marketing to convert foot traffic into sales.
- Social Governance: A set of guidelines to maintain brand voice and visual consistency across different regional social media accounts.
The integration of these elements allows the brand to scale the campaign rapidly, ensuring that a consumer in New York sees a cohesive message that aligns with what a consumer in Seoul or Tokyo is experiencing.
Market Impact and Consumer Reach
The move to target the 18-to-34 demographic is a calculated response to the evolving beverage landscape. In many markets, specialty teas and bubble teas have historically been viewed as “dessert drinks” due to their sugar content and toppings. By repositioning as a “lifestyle drink,” Gong cha is competing for the same “daily ritual” space occupied by coffee.
| Key Element | Strategic Detail |
|---|---|
| Primary Ambassador | Felix (Stray Kids) |
| Target Audience | Women aged 18–34 |
| Core Message | Tea as an everyday lifestyle beverage |
| Key Markets | South Korea, USA, Japan, Australia |
| Creative Parallel | Music composition $approx$ Drink customization |
From a technical brand perspective, this shift is about creating “category entry points.” If a consumer associates Gong cha not just with a weekend outing, but with a creative break or a daily refreshment, the frequency of store visits is likely to increase.
As a former software engineer, I find the “customization” angle particularly interesting. In the tech world, we call this “user-defined configuration.” Gong cha is essentially applying that same logic to a beverage, treating the drink as a modular product where the user has total control over the final output.
The success of this initiative will likely be measured by the increase in store visits and the brand’s ability to maintain the momentum of the “Gong cha Vibe” across its global network. With the digital-first rollout already underway, the brand is now monitoring the engagement levels of the “Stay” community (Stray Kids’ global fanbase) and how that translates into physical retail growth.
The brand continues to expand its international presence, with further regional adaptations of the campaign expected as it seeks to deepen its engagement with younger consumers worldwide.
Do you think celebrity partnerships effectively change how you view a brand’s daily utility, or are they just temporary draws? Let us know in the comments.
