Gong cha Leverages Stray Kids' Felix for Hyper-Personalization Campaign

Event summary

  • Gong cha launched a multi-channel brand campaign with Stray Kids' Felix on March 30, 2026.
  • The campaign emphasizes hyper-personalization, linking Felix's music creation to Gong cha's customizable beverages.
  • Limited-edition merchandise and a 'Gong cha x Felix' Matcha & Taro LTO will be introduced in April 2026.
  • Gong cha operates nearly 2,200 stores globally, with Felix serving as its global brand ambassador since mid-2025.

The big picture

Gong cha's campaign with Felix underscores the growing trend of beverage brands collaborating with pop culture icons to enhance brand appeal. The focus on hyper-personalization aligns with broader industry shifts toward customization and experiential marketing. With nearly 2,200 stores globally, Gong cha is positioning itself to capitalize on Felix's massive fan base to drive both digital and in-store engagement.

What we're watching

Brand Synergy
How Gong cha's partnership with Felix will drive consumer engagement and sales.
Product Innovation
Whether the hyper-personalization strategy can differentiate Gong cha in a competitive market.
Market Expansion
The pace at which Gong cha can leverage Felix's global influence to expand its international footprint.