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Gong Cha Korea appoints Stray Kids’ Felix as global ambassador, featuring his voice in kiosks and launching exclusive ‘Felix Pick’ menu items.
In a groundbreaking collaboration that bridges the worlds of K-pop and bubble tea, Gong Cha Korea has a new global brand ambassador. Felix, a member of the globally famous boy band Stray Kids, is the new face of Gong Cha Korea. This partnership marks a significant shift in Gong Cha’s marketing strategy. Traditionally dominated by prominent Korean actors, this move highlights the brand’s commitment to resonating with younger, international audiences.
A Historic Appointment
Felix’s appointment as Gong Cha’s brand ambassador is notable not only because he is the first K-pop idol to represent the brand but also due to his genuine affinity for Gong Cha’s offerings. Felix is popular for his deep voice and charismatic presence, and he has been a long-time fan of Gong Cha. He is often seen sharing his favorite drink, Taro Milk Tea with 100% sweetness and extra pearls, with his 26.8 million Instagram followers. This genuine connection adds depth to the partnership, making it more than just a typical endorsement.
Enhancing Customer Experience with Felix’s Voice
Starting mid-June, customers visiting Gong Cha stores across Korea will experience Felix’s voice at self-service kiosks, providing a personalized and engaging ordering experience. Additionally, the brand has introduced a “Felix Pick” menu, featuring a selection of bubble teas recommended by the singer himself. Fans can also listen to a special recording by Felix by calling 070-5235-0915, further integrating his presence into the customer journey.
Strategic Shift Towards Global Engagement
Gong Cha’s decision to collaborate with Felix aligns with its broader strategy to connect with Gen Z and Millennial consumers worldwide. With nearly 2,200 locations in 29 international markets, Gong Cha aims to leverage Felix’s global appeal to enhance its brand visibility and reach. This move reflects a growing trend among Korean brands to engage K-pop idols as ambassadors, recognizing their influence and ability to connect with diverse audiences.
Felix’s Expanding Influence
Beyond his musical achievements with Stray Kids, Felix has established himself as a prominent figure in the fashion and technology sectors. He serves as a house ambassador for Louis Vuitton and has been featured in campaigns for Samsung’s Galaxy S25 Edge.
A New Era for Gong Cha with Felix
This collaboration between Gong Cha and Felix signifies a new era for the brand, one that embraces innovation, authenticity, and global connectivity. By integrating a beloved K-pop figure into its customer experience, Gong Cha not only enhances its appeal among younger consumers but also sets a precedent for future brand partnerships in the industry.
For more insights into this partnership, you can watch the following video:
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