It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising.

1. Advertisement Background: Gong Cha and Stray Kids Meet

The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods.

2. Main Slogan: “My Vibe Right Now is Gong Cha”

The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to suit the linguistic sense of the younger generation. The expression ‘~중’ means ‘in progress’, and combining it with the Gongcha brand gives a friendly and memorable impression.

3. Visual Concept: Color, Direction, and Felix

The overall color of the video emphasizes refreshingness by utilizing fresh and sophisticated pastel tones. Felix appears with various Gongcha drinks, expressing emotions and moods that match each drink. For example, when he is with mango yogurt milk tea, he creates a lively and vibrant energy, and when he is with taro milk tea, he creates a soft and emotional mood. Felix’s unique soft voice, serious expression, and natural gestures effectively draw out the emotional line of the advertisement.

4. Sound and Narration: Emotional Composition

The advertisement harmoniously combines background music (BGM) and Felix’s narration to induce viewer immersion. The narration consists of short but impressive comments, and sentences such as “Enjoy your own vibe at this moment” create a sense of empathy as a message that fits the era of self-expression. In particular, Felix’s low and calm voice adds to the auditory appeal.

5. Brand message: Expressing everyday emotions through drinks

This advertisement goes beyond simple product promotion and attempts an emotional approach that allows people to express their emotions and receive comfort through Gongcha. Generation Z responds more to the emotions, value, and emotional connection that a product conveys than to its functions, and this advertisement is a good example of reflecting that psychology. The state of “Gongchajung” soon expands to mean “Recharging my emotions for myself.”

6. Consumer response and effects

After the campaign, many positive responses such as “Felix made me want to drink Gongcha”, “My vibe is also Gongchajung”, and “It tore my emotions apart” appeared on SNS, fan communities, and YouTube comments. As brand awareness increased, the number of Gongcha store visits also increased, and in particular, the beverage Felix advertised even caused a sellout. This is an example of how powerful the synergy between advertising and star marketing can be.