Gong cha taps K-pop for global brand push

Jung von Matt HANGANG has secured Gong cha’s global brand mandate, introducing a campaign that positions the tea brand within everyday culture. The initiative centres on a new platform designed to increase brand relevance and frequency of consumption across international markets.

Gong cha operates thousands of stores across Asia, Europe and the United States, offering premium teas with customization options. The new campaign shifts focus from product-led messaging to a broader lifestyle positioning aimed at younger consumers.

K-pop influence shapes brand platform

The agency’s strategy features Felix of Stray Kids as the face of the campaign, targeting women aged 18 to 34. Rather than relying on traditional endorsement formats, the campaign presents Felix in a studio setting, focusing on his creative process as a musician.

This approach draws a parallel between music composition and Gong cha’s customization model. The layering of sounds reflects how customers tailor their drinks, from ingredient choices to sweetness and ice levels. The concept reinforces the brand’s “Gong cha Vibe” positioning while establishing more frequent consumption occasions.

Global rollout prioritizes digital channels

Jung von Matt HANGANG developed a full suite of global assets, including a main film, short-form digital content, out-of-home placements and in-store visuals. The agency also introduced social governance guidelines to support consistency across markets.

The campaign launched in early April across South Korea, the United States, Japan and Australia, supported by digital advertising and out-of-home placements.

Bill Yom, founder and chief creative officer, Jung von Matt HANGANG: "K-culture is no longer niche, it's shaping global mainstream behaviour. 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, Gong cha: "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."

www.gong-cha.com

www.jvm.com

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