Stray Kids' Felix x Gong Cha: Elevating Tea Culture with Customization

K-pop star's collaboration with global tea brand aims to connect with younger consumers through creativity and cultural relevance.

Apr. 13, 2026 at 4:22am

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An extreme close-up of shimmering tea leaves and reflective metal teapot surfaces, captured in dramatic high-contrast lighting to create a conceptual, high-fashion aesthetic representing the fusion of tea and K-pop culture.The Gong cha and Stray Kids collaboration elevates the perception of tea culture through a visually striking campaign that celebrates the creative energy and youthful spirit of K-pop.Today in Miami

Gong cha, a renowned global tea brand, is partnering with Stray Kids member Felix to transform the perception of tea and establish it as an integral part of daily routines, especially among younger generations. The campaign showcases Felix's artistic process to draw parallels with Gong cha's focus on product customization, aiming to position the brand as a symbol of cultural relevance and youthfulness.

Why it matters

This collaboration is a strategic move by Gong cha to tap into the growing influence of Korean culture worldwide, including the popularity of K-pop. By associating the brand with the creative energy and appeal of Felix and Stray Kids, Gong cha aims to become a lifestyle companion for its target audience, particularly Gen Z consumers.

The details

The campaign features Felix in a studio setting, composing and playing musical instruments, drawing a connection between his artistic process and Gong cha's emphasis on product customization. This approach departs from typical K-pop advertising formats, focusing on craftsmanship and versatility rather than flashy performances. The digital-first rollout across multiple markets ensures consistent brand messaging and identity.

  • The campaign was launched in April 2026.

The players

Gong cha

A renowned global tea brand with thousands of stores across Asia, Europe, and the US, aiming to transform the perception of tea and establish it as an integral part of daily routines.

Felix

A member of the K-pop group Stray Kids, who is the face of Gong cha's new global brand platform.

Jung von Matt HANGANG

The creative agency behind the campaign, which presents Felix as a meticulous artist to align with Gong cha's brand identity.

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The takeaway

The Gong cha and Stray Kids collaboration is a prime example of how brands can leverage cultural trends and influences to position themselves as lifestyle companions rather than mere products. It's a fascinating insight into the power of creativity and cultural relevance in modern branding and marketing.