Felix is now the fresh new face of the popular cafe brand, Gong Cha. This was reported by Ten Asia on May 31, and you can expect to see the Stray Kids member in Gong Cha campaigns starting next month.
This move is a bit of a shift for the tea drink franchise. Traditionally, they have picked actors like Lee Jong Suk, Park Seo Joon, and Song Kang as their models. While SF9’s Rowoon has also modeled for them, he is more known for his acting career now. Felix, on the other hand, is a prominent idol.
Industry experts believe Gong Cha is using this strategy to boost sales by featuring globally popular idols, especially those on large world tours. Felix is apparently a perfect fit because he is often seen enjoying Gong Cha’s bubble tea himself.
The 24-year-old K-pop star has collaborated with luxury fashion houses such as Louis Vuitton, Tommy Hilfiger, and more. He has walked the runway twice for LV and single-handedly generated the most EMV for the French brand. His influence in the fashion world is no joke, and his endorsed products are often sold out in a flash.
Felix’s collaboration will, most certainly, put Gong Cha on the map, making it much more appealing to younger Gen Z and Millennial customers.
Stray Kids, the group Felix is a part of, is currently on their massive “dominATE” world tour, which includes 55 performances across 34 regions globally. This tour is expected to bring in an incredible 2.2 million attendees, potentially setting a new record for K-pop concert attendance on a single tour.
After playing some stadium shows, Stray Kids will be at Los Angeles’ SoFi Stadium from May 31 to June 1. Their tour also includes 13 performances across 10 North American regions and 9 shows in 6 European regions during July. This wide-reaching tour means Felix will help introduce Gong Cha to a huge global audience.
