The tea brand strengthens its global strategy as Felix’s signature drink continues to drive fan engagement worldwide.
Felix Continues as the Face of Gong Cha
Gong Cha has officially renewed its global brand ambassador contract with Stray Kids member Felix, confirming that the partnership will continue throughout 2026. The renewed agreement reflects the strong synergy between the K-pop star and the global tea brand, following a successful first phase of collaboration.
Since joining Gong Cha as a global ambassador, Felix has played a key role in connecting the brand with younger consumers and international K-pop fans.
Signature Taro Milk Tea Shows Strong Sales Power
One of the standout results of the partnership has been the Taro Signature Milk Tea series, inspired by Felix’s personal favorite drink. Since its launch, the product line has maintained steady popularity, with sales averaging six cups per minute, demonstrating sustained consumer demand rather than short-term hype.
The drink’s success highlights how artist-driven collaborations can translate directly into measurable retail performance.
Global Fan Buzz Fuels Organic Promotion
Felix’s worldwide fanbase has amplified the campaign’s impact across social media platforms. Fans in multiple countries have actively shared photos, store visits, and product reviews, creating organic exposure without traditional advertising pressure.
This fan-led viral momentum has helped Gong Cha extend its reach beyond Korea, strengthening brand visibility in overseas markets.
Expanded Campaigns Across Key Markets
With the renewed contract in place, Gong Cha plans to further expand joint campaigns with Felix across major global regions, including South Korea, the United States, Japan, and Australia. These initiatives will roll out sequentially, focusing on reinforcing Gong Cha’s brand identity while appealing to diverse local audiences.
The brand aims to use Felix’s global influence to deepen consumer engagement and position Gong Cha as a lifestyle-oriented tea brand rather than just a beverage choice.
Gong Cha Emphasizes Long-Term Brand Synergy
A Gong Cha Korea representative described Felix as an ideal ambassador, citing his authenticity and alignment with the brand’s image.
“Felix brings sincerity and global appeal that naturally fit Gong Cha’s identity,” the company stated. “We look forward to continuing to share Gong Cha’s unique tea culture with consumers around the world through this partnership.”
As Felix continues his activities with Stray Kids on the global stage, Gong Cha’s renewed collaboration signals confidence in long-term star-driven branding as a key growth strategy.
Editor’s Insights: Felix’s Global “Taro” Domination Through 2026
The contract renewal between Gong Cha and Stray Kids’ Felix through 2026 is a definitive case study in the “Authenticity ROI” model of modern celebrity endorsements. Unlike traditional “face-only” ambassadorships, this partnership leveraged Felix’s genuine, pre-existing love for Taro Milk Tea to create a product-market fit that resonates with Gen Z’s demand for sincerity. By transforming his personal preference into the “Taro Jewelry Signature” series—which remarkably maintains a sales velocity of six cups per minute—Gong Cha has moved beyond mere brand awareness into a high-conversion retail strategy. As we move through April 2026, the brand is successfully pivoting from localized Korean success to an aggressive four-market expansion (USA, Japan, Australia, and Korea), proving that Felix’s “low-register” charm translates as a universal language for lifestyle branding.
From an editorial perspective, the March 30, 2026, launch of the “Tune Your Vibe” multi-channel campaign marks a sophisticated shift in how idol collaborations are structured. By paralleling the “personalization” of music production with the customization of bubble tea, Gong Cha is tapping into the “Individualist” trend currently dominating the 2026 beverage market. Furthermore, the integration of Felix’s voice into in-store kiosks has moved the consumer experience from passive observation to active engagement, a move that significantly boosts dwell time and brand affinity among “STAY” (fandom) members. With Felix recently adding Adidas Global Icon and Hera Global Ambassador to his 2026 portfolio, Gong Cha’s early renewal secured their position in what is now a highly competitive “Felix Economy,” ensuring the brand remains at the center of his massive global lifestyle influence.