Gong cha taps Stray Kids’ Felix as global ambassador

The move is expected to help the brand connect with Gen Zs.

Gong cha has named Felix, a member of the K-pop group Stray Kids, as its new Global Brand Ambassador in a move aimed at connecting with Gen Z audiences through brand partnerships and marketing campaigns.

A campaign featuring Felix will begin in South Korea in mid-June, with plans to expand to the US and other markets later.

As part of the partnership, Felix will appear in promotional materials, and the company will release limited-edition products tied to the campaign.

The announcement follows recent collaborations with LINE FRIENDS Minini and the video game Final Fantasy XIV, as Gong cha continues efforts to broaden its customer base.