As K-pop and K-food continue their explosive rise far beyond South Korea, Jung von Matt HANGANG is leveraging one of the culture’s biggest global ambassadors to strengthen Gong cha’s leadership in the international tea category.
Gong cha is one of the world’s fastest-growing tea brands, known for its premium teas and extensive customisation options, with thousands of stores across Asia, Europe and the United States.
The agency has won Gong cha’s Y26 global brand mandate in a competitive pitch, developing a new global brand platform fronted by Stray Kids’ Felix, one of the world’s most influential K-pop artists, whose massive Gen Z following spans continents and cultures worldwide.
Rather than centring on product promotion, the strategy shifts Gong cha from an occasional treat to an everyday ‘lifestyle vibe’, targeting 18 – 34 female consumers and driving higher store frequency worldwide.
From idol persona to artistic precision
Moving beyond the familiar style of K-pop endorsements, Jung von Matt HANGANG portrays Felix in a more artistic and expressive light, immersed in the studio as he composes and plays instruments.
His musical craft becomes a metaphor for Gong cha’s core product innovation – customisation. The layering of sounds mirrors the adding of pearls, the adjustment of ice and sugar levels, and the pursuit of perfect balance. Artistic precision meets beverage perfection.
The approach strengthens Gong cha’s existing ‘Gong cha Vibe’ messaging while building clear category entry points – making the brand the natural choice for joyful, refreshing everyday moments.
Built for global scale
Jung von Matt HANGANG developed and produced the full suite of global master assets, including main film, digital short-form content, OOH and in-store visuals, alongside global social governance guidelines to ensure consistency across markets.
The digital-first rollout begins in early April across South Korea, the United States, Japan and Australia, supported by digital AD and OOH.
“K-culture is no longer niche, it’s shaping global mainstream behaviour,” said Bill Yom, Founder and CCO of Jung von Matt HANGANG. “By showing Felix as a meticulous artist, we created a powerful parallel to Gong cha’s customisation DNA. This is about embedding the brand into everyday culture, not just advertising a drink.”
Jeeyoung Jina Chung, CMO Korea & APAC at Gong cha added: “Our ambition is to define the tea category through cultural relevance. This platform allows us to connect Gong cha’s unique tea culture with the creative energy that resonates with Gen Z worldwide.”Together, Gong cha and Jung von Matt HANGANG are blending culture, craft and customisation into a scalable global brand platform designed to turn everyday tea moments into lasting brand love.
