Felix and Gong cha Drop the Artist Felix Campaign

Stray Kids member Felix (필릭스) and Gong cha Global dropped the "Artist Felix" multi-channel brand campaign on March 30, 2026, the brand's largest creative push since appointing Felix as global ambassador in mid-2025. The campaign centers on personalization, drawing a direct parallel between Felix's process as a music creator and Gong cha's philosophy of crafting individualized beverages. According to a Gong cha Global press release published March 30, Felix has held the global ambassador position since mid-2025, with his contract extended through 2026 in January of this year. The "Artist Felix" campaign is the first major brand initiative of that extended deal. Gong cha, founded in Taiwan in 2006, now operates nearly 2,200 stores worldwide, built on a reputation for premium, freshly brewed tea. The campaign tagline, "Tune your vibe, tune your Gong cha," ties the brand's personalization promise directly to Felix's creative identity. Felix's voice also appears in select Gong cha in-store kiosks, deepening the partnership well beyond a traditional endorsement deal.

One Artist, Two Creative Acts

The campaign lead video puts Felix in a music studio. He's adjusting drumbeats and layering tracks, and simultaneously blending flavors, adding toppings, and adjusting ice levels in a Gong cha drink. By the end, he has both a personalized music track and a cup that totally matches his mood. It's a clean creative idea: the same instinct that drives Felix to create unique music also drives him to build a drink that's entirely his own. Gong cha positions that instinct as the brand's core appeal. At Gong cha, guests can choose from hundreds of beverage combinations, adjusting sweetness, ice, toppings, and milk bases to their exact preference. The campaign frame makes that feel less like a menu customization and more like an artistic decision. Whether that translation lands depends on Felix being a credible embodiment of both worlds. He is.

What Drops With the Campaign

The campaign rolls out across online and offline channels. Advertisements highlighting Felix's visual aesthetics are being released across markets. Limited-edition Felix merchandise is available in select Gong cha stores. Digital content tied to the "Artist Felix" persona is being pushed across the brand's social channels globally.

The headliner for product fans is the April limited-time offering. The "Gong cha x Felix" Matcha and Taro drink, confirmed by Gong cha's official campaign announcement, layers taro milk tea with matcha milk foam on top. The combination directly reflects Felix's two stated favorite flavors. It's the kind of product collaboration that is grounded in something real: Gong cha has been tracking Felix's genuine preferences since the partnership began, and the April LTO is the most direct expression of that yet.

A Partnership Deeper Than the Poster

Felix was appointed Gong cha's global brand ambassador in mid-2025, confirmed via BusinessWire on June 13, 2025. What made that announcement unusual was how organic the relationship already felt. Felix had been posting about Gong cha products long before any official deal, citing the brand's Taro Milk Tea and Brown Sugar options as personal favorites. That authenticity carried over into how Gong cha built out the partnership: rather than just putting his face on signage, the brand had Felix record the in-store kiosk ordering voice, meaning his presence extended into the physical store experience from early in the deal. The Korea JoongAng Daily reported in January 2026 that the partnership was extended through the full year, setting up the "Artist Felix" campaign as the flagship execution of that renewed commitment. With more than 2,200 Gong cha locations operating across 22 markets, that voice presence reaches paying customers at point of sale in countries spanning Asia, Australia, the Americas, and Europe.

As stated in the official campaign press release, Gong cha Vice President of Marketing Missy Maio said the brand wanted to "show consumers the benefits of feeling the Gong cha vibe" by pairing Felix's artistic passion with the brand's personalization philosophy. That framing is more coherent than most K-pop brand partnerships manage to pull off, and it positions "Artist Felix" as a campaign with a point of view rather than just a famous face on a cup.

Felix's Brand Portfolio and the Bigger Picture

The Gong cha campaign arrives in a busy stretch for Felix's individual brand portfolio. In March 2026, Felix was named adidas Originals Global Icon and Ambassador, making him one of the only artists holding simultaneous deals with a luxury fashion house (Louis Vuitton) and a major sportswear brand. Gong cha sits in a different category entirely: lifestyle and food and beverage. Across these three deals, Felix is reaching audiences that barely overlap. Louis Vuitton consumers, adidas streetwear fans, and bubble tea regulars are three distinct groups. That range is exactly what makes Felix commercially interesting beyond the K-pop fanbase, and Gong cha's decision to build a full campaign around his artistic identity rather than just his face reflects how the brand intends to use that reach. For Stray Kids as a group, Felix's individual brand presence across luxury fashion, global sportswear, and lifestyle F&B expands the fandom's cultural footprint well beyond music charts and comeback cycles.

He is not just a spokesperson. He is a creative collaborator, and "Artist Felix" makes that case explicitly. Stray Kids members have been stacking individual brand deals at pace across 2025 and 2026, from Hyunjin's GUESS Jeans ambassadorship to Changbin's partnership with Autry. Felix's Gong cha campaign adds a food and beverage vertical to a group portfolio defined by how much ground it covers.