The new agreement will broaden the collaboration with new campaigns across United States, Korea, Japan and Australia planned for 2026
BOSTON, Jan. 29, 2026 /PRNewswire/ — Gong cha Global, one of the world’s fastest growing tea brands, is delighted to announce it has renewed its global brand ambassador partnership with Stray Kids’ Felix. Through this agreement, Gong cha and Felix will continue and extend their partnership into 2026 across global markets.
Founded in Taiwan in 2006, Gong cha is known for its consistent, high-quality, freshly brewed teas made with premium ingredients. It first expanded overseas in 2009 and has grown significantly to operate nearly 2,200 stores around the globe while building a reputation for the quality of its tea.
Felix, one of the world’s most popular K-Pop stars with tens of millions of followers across his platforms, was appointed a global brand ambassador in mid-2025. Reflecting his global influence and genuine affection for the brand, Gong cha launched a series of campaigns that celebrated the partnership. This included new merchandise, which quickly became a highly sought-after collectible, as well as the use of Felix’s voice for in store kiosk guidance, creating a unique brand experience for Felix’s fans.
Since launch, the partnership has gained significant attention across Gong cha’s key markets with the Group recording positive trends across all major brand indicators – from online brand mentions and user generated content volumes to brand sentiment and affinity.
Building on its success, Gong cha and Felix’s renewed partnership will further expand its collaboration with Felix to global markets. This includes new brand campaigns in Korea, the United States, Japan and Australia, to build an even greater global affinity between Felix and Gong cha.
Paul Reynish, CEO of Gong cha, said, “Felix has been a perfect partner for Gong cha. His global influence, combined with his genuine affection for the brand, is a fantastic combination for introducing more consumers to Gong cha’s whole leaf bubble tea. We look forward to continuing this journey together and sharing Gong cha’s unique and inspiring tea culture with customers around the world.”
Missy Maio, Vice President of Marketing – The Americas, said, “Our customers often walk into our tea shops listening to Stray Kids, and having Felix as our Global Ambassador feels like a natural extension. Felix Favorites helps translate the joy of a favorite tea into something that much more special.”
Press contacts
Brianne Barbakoff
marketingPR@gong-cha.com
305.631.2283
About us
Founded in Taiwan in 2006 and now headquartered in the United Kingdom, Gong cha is one of the world’s fastest-growing tea brands.
Based on skills and expertise honed over more than two decades, Gong cha is at the cutting edge of the global tea market, serving up high-quality, freshly brewed, hand-crafted beverages made with premium ingredients at nearly 2,200 locations in 33 markets.
Product innovation and provenance is central to the Gong cha brand. Only ever using the very best whole leaf tea, Gong cha offers hundreds of beverage combinations which meet a variety of consumer tastes, all at great value.
Gong cha’s globally relevant and highly scalable offer has been recognised by countless industry awards. In 2025, the brand received the Best Food & Drink Franchise Award at the Global Franchise Awards. The Group is currently executing an ambitious global expansion strategy that will see the brand both launch into new markets for the first time and expand its footprint in existing markets.
For further information, please visit www.gong-cha.com.
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SOURCE Gong cha
