Seoul, South Korea – Global tea brand Gong cha has tapped Jung von Matt HANGANG for a new global brand platform featuring Felix of Stray Kids as the campaign’s ambassador, positioning tea as an everyday lifestyle drink.
The initiative comes amid the continued global rise of Korean cultural exports such as K-pop and Korean cuisine. Gong cha, known for its premium teas and customisation options, operates thousands of stores across Asia, Europe and the United States and is among the fastest-growing tea brands globally.
The new platform aims to reposition Gong cha from being viewed as an occasional treat to an everyday lifestyle beverage. The strategy focuses on consumers aged 18 to 34, particularly women, with the goal of increasing store visits worldwide.
As part of the creative direction, Jung von Matt HANGANG presents Felix in a studio environment composing and playing musical instruments, shifting away from typical celebrity endorsement formats commonly used in K-pop advertising. The campaign draws a parallel between Felix’s musical craft and Gong cha’s product customisation, with the layering of sounds representing drink customisation elements such as pearls, ice levels and sugar adjustments.
The approach is designed to reinforce Gong cha’s existing “Gong cha Vibe” messaging while introducing clearer category entry points that position the brand as an option for everyday refreshment.
Jung von Matt HANGANG developed and produced a range of global campaign assets, including a main film, digital short-form content, out-of-home placements and in-store visuals. The agency also created global social governance guidelines to help maintain consistency across markets.
The campaign’s digital-first rollout began in early April across South Korea, the United States, Japan and Australia, supported by digital advertising and out-of-home placements.
“K-culture is no longer niche, it’s shaping global mainstream behaviour,” said Bill Yom, Founder and CCO of Jung von Matt HANGANG. “By showing Felix as a meticulous artist, we created a powerful parallel to Gong cha’s customisation DNA. This is about embedding the brand into everyday culture, not just advertising a drink.”
Jeeyoung Jina Chung, CMO Korea & APAC at Gong cha added: “Our ambition is to define the tea category through cultural relevance. This platform allows us to connect Gong cha’s unique tea culture with the creative energy that resonates with Gen Z worldwide.”
The collaboration between Gong cha and Jung von Matt HANGANG combines cultural influence, product customisation and global scalability as the brand seeks to deepen engagement with younger consumers and expand its international presence.
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