Gong cha Korea Renews Global Ambassador Contract with Stray Kids' Felix Until 2026

Gong cha Korea, the global premium milk tea brand, has renewed its contract with Stray Kids' Felix as their global brand ambassador. This partnership will continue through 2026, strengthening their collaboration in the global market.

Since appointing Felix as their global ambassador, Gong cha has observed a significant positive shift in brand mentions, product awareness, and overall sentiment. Felix's global influence and genuine affection for the brand have been pivotal in aligning with Gong cha's identity and enhancing communication with consumers both domestically and internationally.

Gong cha has expanded consumer experiences through diverse brand campaigns featuring Felix. Merchandise inspired by Felix has been highly popular, appealing to fans' desire to collect. Additionally, the introduction of Felix's voice guidance service at store kiosks has provided a unique brand experience, receiving praise from both fans and general consumers.

In terms of products, the collaboration has yielded visible success. The 'Taro Jewelry Signature Milk Tea' series, a reinterpretation of Felix's favorite drink, taro milk tea, has become a bestseller, selling six cups per minute since its launch. This series, combining Felix's preferences with Gong cha's expertise, has sparked interest and become a new brand bestseller. The viral effect among global fans has been strong, with international fans sharing their experiences on social media, boosting Gong cha's global brand recognition.

Gong cha plans to strengthen its collaboration with Felix following this contract renewal. The brand will roll out campaigns in major global markets, including the United States, Japan, and Australia, to expand its reach to consumers worldwide.

A representative from Gong cha Korea stated, "Felix has been a perfect partner, creating the best synergy with our brand identity based on authenticity. We will continue to spread Gong cha's unique tea culture worldwide with Felix."

Reported by Kim Ji-won, Ten Asia one@tenasia.co.kr