Gong cha Extends Felix Ambassadorship to Drive Global Expansion

Event summary

  • Gong cha renewed its global brand ambassador partnership with Stray Kids' Felix, extending the collaboration into 2026.
  • The partnership will expand into new campaigns across the United States, Korea, Japan, and Australia.
  • Felix's ambassadorship since mid-2025 has driven positive trends in brand indicators, including online mentions and sentiment.
  • Gong cha operates nearly 2,200 stores globally and aims to leverage Felix's influence to introduce more consumers to its whole leaf bubble tea.

The big picture

Gong cha's extension of its partnership with Felix underscores the brand's strategic focus on leveraging celebrity influence to drive global expansion. The move aligns with broader industry trends where beverage brands increasingly collaborate with high-profile ambassadors to enhance brand appeal and consumer engagement. With nearly 2,200 stores worldwide, Gong cha aims to capitalize on Felix's global reach to further solidify its position in competitive markets.

What we're watching

Brand Affinity
How the expanded campaigns will affect Gong cha's brand affinity in key markets.
Execution Risk
Whether Gong cha can sustain the momentum from Felix's ambassadorship across multiple regions.
Market Penetration
The pace at which Gong cha can grow its footprint in existing and new markets.