Celebrity Name: Felix (Stray Kids)
Brand Name: Gong Cha
Represented By: JYP Entertainment
Deal Type: Global Brand Ambassador / Multi-Channel Campaign
Announced: March 30, 2026
Impact: Significant boosts in brand awareness, online mentions, fan engagement, and global market push for Gong Cha
- Gong Cha has launched a new multi-channel brand campaign with Global Brand Ambassador Felix from Stray Kids, built around the theme of hyper-personalization, drawing a parallel between Felix crafting original music and guests customizing their own Gong Cha beverages.
- The “Artist Felix” campaign invites guests to “Tune your vibe, tune your Gong cha” through a lead video showing Felix mixing tracks in a studio while simultaneously blending flavors and adjusting toppings on his perfect drink.
- A limited-edition Matcha & Taro drink, co-inspired by Felix’s favorite flavors, is set to debut in April 2026, alongside exclusive in-store merchandise and specialized digital content.
- The campaign spans four major markets: Korea, the United States, Japan, and Australia, as part of an extended ambassadorship renewed in January 2026.
Gong Cha has officially launched its newest global brand campaign starring Felix of Stray Kids, and it’s as creative as it is catchy.
The campaign, titled “Artist Felix,” is built around the idea of hyper-personalization, drawing a direct parallel between Felix crafting unique music and Gong Cha guests building their own custom beverages.
The lead video shows Felix in a recording studio layering beats and adjusting tracks, while simultaneously tweaking toppings and ice levels in his go-to drink.
Fans can look forward to limited-edition in-store merchandise, specialized digital content, and a brand-new Matcha & Taro limited-time drink set to drop in April, combining two of Felix’s favorite flavors.
This comes just months after Felix was named Adidas’ new Global Icon and Ambassador in March 2026, capping off a remarkable run for the K-pop star across the brand world. It also mirrors a wider K-pop trend, reminiscent of how Hyunjin fronted Guess’ major campaign earlier this year.
The partnership has already proven its commercial pull, the Taro Jewelry Signature Milk Tea series inspired by Felix’s favorite order has been selling at a rate of six cups per minute since its launch. The renewed deal expands campaigns into Korea, the United States, Japan, and Australia.
Takeaways
This isn’t just a celebrity slapping their name on a brand, it’s a case study in authentic brand alignment. Felix has been publicly sipping Gong Cha long before the cameras rolled, and that genuine connection is what’s making this campaign resonate globally.
The “Artist Felix” creative concept is smart because it speaks two languages at once: it appeals to K-pop fans who see Felix as an artist, and to everyday customers who just want a drink that feels like theirs.
The fact that a single signature drink is moving six cups a minute is proof that when talent, authenticity, and cultural relevance meet, the ROI is very real.
Does Felix’s genuine love for the brand make this partnership more powerful than a typical celebrity deal, and can brands replicate that authenticity? With campaigns rolling out across four global markets, could Gong Cha use Felix to finally crack the U.S. mainstream bubble tea market?
