Creative Agency Jung von Matt HANGANG has won Gong cha’s Y26 global brand mandate following a competitive pitch, developing a global brand platform featuring Stray Kids member Felix.
Moving beyond the familiar style of K-pop endorsements, the creative agency portrays Felix in a more artistic and expressive light, immersed in the studio as he composes and plays instruments.
As K-pop and K-food continue their explosive rise far beyond South Korea, Jung von Matt HANGANG is leveraging one of the culture’s biggest global ambassadors to strengthen Gong cha’s leadership in the international tea category.
Gong cha operates thousands of stores across Asia, Europe and the United States, offering teas with customization options.
The campaign features Felix, whose audience includes Gen Z across multiple markets. The strategy shifts focus from product promotion to positioning Gong cha as an everyday “lifestyle vibe,” targeting 18–34 female consumers and aiming to increase store visits.
Jung von Matt HANGANG presents Felix in a studio setting, where he composes and plays instruments. The campaign links his music process to Gong cha’s customization process, including adding pearls and adjusting ice and sugar levels.
The campaign builds on Gong cha’s “Gong cha Vibe” messaging and presents the brand as a choice for everyday moments.
Jung von Matt HANGANG developed and produced global master assets including a main film, digital short-form content, out-of-home placements and in-store visuals. The work also includes global social governance guidelines for use across markets.
By showing Felix as a meticulous artist, we created a powerful parallel to Gong cha’s customisation DNA.
The rollout begins in early April across South Korea, the United States, Japan and Australia, supported by digital advertising and out-of-home placements.
K-culture is no longer niche, it’s shaping global mainstream behaviour,” said Bill Yom, Founder and CCO of Jung von Matt HANGANG.
“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 at Gong cha added: “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.”
