---
title: "Gong Cha Global and Stray Kids’ Felix Extend Global Ambassadorship"
url: https://burnaze.com/article/98e358a6-940e-4603-a313-22d3b9e1c54b
source: "Franchising.com"
original_url: https://www.franchising.com/news/20260129_gong_cha_global_and_stray_kids_felix_extend_global_ambassadorship.html
category: "Coffee & tea"
industry: "Restaurants"
segment: "Coffee & tea"
published: 2026-01-29T12:00:00.000Z
modified: 2026-10-31T17:12:32.511Z
image: https://images.unsplash.com/photo-1504674900247-0877df9cc836?w=1600&q=80&auto=format&fit=crop
---

# Gong Cha Global and Stray Kids’ Felix Extend Global Ambassadorship

**TL;DR:** Gong cha Global has extended its global ambassadorship with Stray Kids' Felix, building on the success of their initial partnership launched in mid-2025. The renewed partnership will expand collaboration to global markets, including new brand campaigns in Korea, the United States, Japan, and Australia.

*originally published in Franchising.com on 2026-01-29. [Read the original](https://www.franchising.com/news/20260129_gong_cha_global_and_stray_kids_felix_extend_global_ambassadorship.html).*

## Story

Founded in Taiwan in 2006, Gong cha is known for its consistent, high-quality, freshly brewed teas made with premium ingredients.

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.”

## Entities

- Franchising.com (publication)
- QSR (sector)
- global expansion (topic)
- marketing campaign (topic)
- Gong cha (company)
- brand ambassador (topic)
- Missy Maio (person)
- Stray Kids (company)
- Paul Reynish (person)
- k-pop partnership (topic)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20260129_gong_cha_global_and_stray_kids_felix_extend_global_ambassadorship.html). Summarized by Burnaze (https://burnaze.com/article/98e358a6-940e-4603-a313-22d3b9e1c54b).