Gong Cha eyes 2026 relaunch: Can it win hearts and cups again?

Once a dominant player in Singapore’s bubble tea boom, Gong Cha officially ceased operations on 2 October, taking down its social media accounts and website and shuttering all its shops. The brand is set to return in 2026 under new franchisees with a relaunch branded “Gong Cha 2.0”, aiming to reclaim a leading position in a market that has grown far more competitive since it first captured Singaporeans’ taste buds.

Details of the relaunch are yet to be shared but netizen sentiments have been mixed, said media intelligence firm Truescope. Some questioned if the brand would be taken over, or simply rebranded while others drew parallels to when it exited Singapore in 2017.

For early bubble tea adopters, Gong Cha evokes nostalgia for its rapid expansion and early buzz. But the market has evolved: boutique stores such as Koi and Chagee emphasise freshness and aesthetics, Mixue competes on value and ubiquity, and Hey Tea continues to carve a premium niche. Consumers too have evolved with elevated experiences, functional benefits, and social-media-worthy presentation now becoming a norm. This means legacy brand love alone may not be enough for the tea brand when it launches.

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“Gong Cha has its work cut out. The brand's exit is symptomatic of the bubble tea market becoming increasingly saturated. In the early days of the category, Gong Cha could win on speed of expansion and the buzz of the category. But as the market saturates, there is a need for clear differentiation," said Ambrish Chaudhry, head of strategy, Asia, MSQ & Elmwood. 

"The brand needs to come back with a rejuvenated proposition. Technology-led is helpful but also table stakes now. It needs to give people a reason to choose Gong Cha again," he added.

Similarly, Linda Hassan, former group CMO of Domino’s Malaysia and Singapore, underscores the importance of brand love in successful relaunches: "As a firm believer in brand love, I always believe that brand love equates brand loyalty equates customer retention, but it hinges on how well previously the brand recognises and rewards its loyal base."

According to Linda, if the customer lifetime value is stable, the goal should be to grow customer equity through a thoughtful new positioning strategy. She notes: 

One reminder — repositioning the brand isn’t about new ownership—it’s about adapting to the changing customer behavior and setting the right direction.

Brewing a new identity in a parity market

Industry professionals agree that Gong Cha’s biggest challenge and opportunity lies in defining what it uniquely stands for. “Strong branding is essential to stand out in a largely parity market,” said Farrokh Madon, chief creative officer at Pirate. “To be successful, a brand needs to differentiate based on signature products or a brand experience or attitude that users buy into. Right now, virtually all bubble teas are replaceable with another brand.”

Madon added that Gong Cha’s previous success was driven more by proximity than preference. “My daughter misses Gong Cha simply because it was the nearest bubble tea store. If another brand was just as easily available, she would get that. Gong Cha needs to ensure people are buying their brand for a reason that connects emotionally with the audience.” That emotional connection, he said, is what turns a product into a brand.

In Malaysia, Gong Cha recently marked its 14th anniversary by deepening emotional connections through community engagement and pop culture. The brand rolled out weekly plushies, a cashback challenge, and special Friday deals to thank loyal customers. In an exclusive interview with MARKETING-INTERACTIVE in July, co-founder Billy Koh said, "For us, it's truly never just about chasing trends. It's always doing things that genuinely resonate with our customers."

Simon Lee, managing and creative director of Vantage Branding echoed that sentiment. “Gong Cha’s problem is its lack of a clear point of view. Over time, the brand has blended into the crowd, losing the distinct personality that once made it stand out. To cut through in 2026, it needs more than good tea; it needs to tap into the psyche of higher-value emotions — belonging, aspiration, and discovery — and express that through a clear, consistent brand story," said Lee, adding that:

Great brands don’t just sell products; they sell meaning.

From tribute tea to modern ritual

While Gong Cha can lean on its heritage, nostalgia alone won’t be enough to sustain its revival. In fact, according to media intelligence firm CARMA, the closure has highlighted a shift in sentiments regarding the brand's popularity. Some users noted a decline in its quality and taste in comparison to competitors such as Each a Cup. Online discussions of the brand are also largely speculative with users discussing the reason of the brand's downfall including competition, franchisee issues and financial difficulties. 

Moreover, the brand’s name, which translates to “tribute tea” — tea once offered to Chinese emperors — speaks to a legacy of craftsmanship and reverence. But that sense of heritage has faded over time, replaced by convenience-driven parity. Reclaiming it could be key to standing out in 2026’s crowded market.

“Brand love is insufficient on its own,” said Joel Cere, managing director, SEA, Landor. “Gong Cha was seen as ‘premium’ but not differentiated enough. The relaunch must combine legacy equity with a fresh positioning, telling a renewed story, modernising the brand proposition and aesthetic, and providing value with innovative products and fresh, Instagramm-able experiences so consumers don’t see it as simply ‘Gong Cha again’."

“Treat nostalgia as a trial accelerator, not a crutch,” added Muhammad Redzuan Azman, senior consultant, Neu Entity. “Build your relaunch on existing brand love, but layer a renewed story or benefit — clean-label ingredients, better sustainability, or new experiences.”

Redzuan suggested Gong Cha could wow in 2026 with open-kitchen stalls for a highly Instagramm-able experience, or a Chinatown flagship featuring Singapore-inspired drinks as a local cultural touchpoint.

In tandem, Lina has suggested strategic store placements at key malls and MRT hubs as well as to maintain its competitive pricing while adding premium or artisanal toppings for customers who seek exclusivity and novelty, among others. 

"Bonus and most important of them all – emphasise the brand story and narrative around the heritage brand with over a decade of bubble tea experience, now modernised in taste. This builds credibility and trust through a new chapter of improved quality, innovation and customer experience," Linda added.

For Lee, Gong Cha’s authenticity remains its greatest asset — and its biggest challenge. “The brand’s roots are steeped in tradition with a name that carries the weight of craftsmanship, ceremony, and respect. Yet as the market evolves, so too must authenticity," he said. 

Lee added:

The question for Gong Cha isn’t whether to change, but how to express its legacy in a culture that now prizes mindfulness, design, and meaningful experience.

Experience design could be key to unlocking that evolution. “Gong Cha can use digital storytelling, creative collaborations, and immersive store design to create a signature ‘Gong Cha moment’ that’s instantly recognisable both online and in person,” Lee explained. 

While product innovation or partnerships can provide short-term spikes, Madon cautioned that these are easily replicated. “Competitors can catch up with that formula soon — and then we’re back to square one, a parity market. That’s why it’s imperative for Gong Cha to start building a brand with audience connections that are unique and meaningful.”

For Gong Cha, its 2026 revival will hinge not on the number of stores it reopens, but on whether it can rediscover what it means to be the bubble tea brand and not just another one.

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