Gong Cha Malaysia brews brand love with pop culture and plushies

As Gong Cha Malaysia wraps up its 14th anniversary celebrations, the tea beverage brand is proving it knows exactly how to turn drinks into a lifestyle. From pop culture-inspired plushies to a global ambassador who’s already beloved by fans, Gong Cha Malaysia is building more than just a menu. It is cultivating emotional connection, collectibility, and community engagement.

Founded in Kaohsiung in 2006, the brand's success in Taiwan led to its global expansion to 28 countries and more than 2,100 locations worldwide. The beverage chain was first established in Malaysia by Teafe in 2011.

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In an exclusive conversation with A+M, Billy Koh, co-founder of Gong Cha Malaysia, shares how the brand is deepening its relationship with consumers through limited-edition drops, strategic collaborations, and immersive fan-first experiences.

Gong Cha’s 14th anniversary campaign featured a lineup of initiatives including weekly plushie releases, a cashback challenge called “Make 14 Lucky,” and RM7 Friday specials. Each initiative was designed to show appreciation to the customers who have supported the brand through the years.

“We’re honestly overwhelmed by the love. This campaign was all about giving back to our customers who’ve supported us through 14 years,” Koh said. The anniversary campaign is more than just a one-off celebration. Koh noted that Gong Cha has run similar campaigns annually during the mid-year, making it a cherished tradition for the brand and its fans alike.

The 2025 campaign was a fully integrated, 360-degree effort. Social media played a pivotal role in building buzz, especially around the plushie drops, while media engagement helped spotlight the “Make 14 lucky” challenge. On-ground activations gave customers a fresh reason to step into Gong Cha stores, interact with the brand, and share their experiences online.

The visual merchandising played a critical role too. “Even the plushie displays in-store weren’t just for show. They added to the whole experience and helped bring the campaign to life visually,” Koh explained.

Turning tea into tangible love

Arguably the most talked-about element of the campaign was the debut of four character plushies: Brownie Mars, Berry Eilish, Boba Marley and Taro Swift. Each character was crafted to reflect not only pop culture references but also popular Gong Cha drinks.

“The inspiration behind the plushies was really about connecting with our core audience, especially Gen Z and younger millennials who are deeply engaged with music and pop culture,” said Koh. “By playfully referencing popular music artists, we instantly created a sense of familiarity, humour and relatability.”

Each plushie name cleverly ties into a menu item. Brownie Mars represents the brown sugar milk tea. Berry Eilish is linked to the strawberry milk tea. Boba Marley plays on the classic milk tea with pearls, while Taro Swift references the widely loved taro milk drink.

For Gong Cha, these plushies are more than just cute collectibles. They're emotional keepsakes to generate organic buzz for the brand. According to Koh, the plushies also serve as mini brand ambassadors. “When someone such as Felix carries one on his bag, or when our customers display them, they extend the Gong Cha presence right into people's daily lives,” Koh said.

Malaysia’s beverage chain landscape has become increasingly crowded with plushie drops, character collaborations and limited-edition flavours. But Gong Cha is not in the business of jumping on trends just for the sake of it. “To be honest, we’ve actually had these plushies ready since last year, but we specifically chose to launch them now to commemorate our 14 years in Malaysia,” said Koh.

For us, it’s truly never just about chasing trends. It’s always about doing things that genuinely resonate with our customers.

Whether it is a plushie, a cashback game or a celebrity endorsement, Koh emphasized that each campaign element must feel sincere and thoughtful. “That’s how we believe we truly stand out.”

Earlier this year, Gong Cha also wrapped up a successful collaboration with LINE FRIENDS, featuring the brand’s beloved minini characters. The partnership was not just a merchandise play. It marked the debut of Gong Cha’s newest product innovation: mini pearls.

“The LINE FRIENDS minini collaboration came about because LINE FRIENDS characters, with their global appeal, perfectly resonate with our digitally-savvy, younger audience,” Koh said. “It’s all about connecting through fun, culturally relevant partnerships.” According to Koh, this campaign allowed Gong Cha to both enhance its lifestyle appeal and launch a new product innovation with strategic relevance.

Enter Stray Kids' Felix

One of the biggest drivers of excitement this year came from Gong Cha’s announcement of Stray Kids’ Felix as its new global brand ambassador. For K-pop fans, the partnership felt natural, especially since Felix had already been seen carrying one of the Gong Cha plushies before the ambassadorship was made official.

“His involvement, especially him carrying our plushie even before he officially became our ambassador, generated massive online buzz and media pickup. That organic connection really resonated hugely with our Gen Z and younger millennial audiences,” Koh said.

The Malaysian rollout is already in motion. Felix’s visuals are being featured on in-store screens, posters and standees. Customers will also soon be greeted by Felix’s voice and image when launching the Gong Cha app to place an order or check loyalty rewards.

“Our local teams are busy adapting and tailoring content to speak directly to the Malaysian audience,” Koh said. “You’ll soon see new collaborative cup sleeves in our local languages. Plus, we’ll be launching Felix’s exclusive merchandise, including pin badges and other merchandise, in the upcoming months.”

Felix’s appointment reflects Gong Cha’s belief in meaningful partnerships. “For us, it’s about more than just putting a face to the brand. It’s about finding someone who genuinely connects with our values and community. It’s not just a paid endorsement, but a natural fit,” Koh said.

The star's existing connection to the brand lends the partnership a level of authenticity that customers can feel, and this alignment with customer sentiment helps strengthen brand affinity and relevance. “We’ve already seen how excited customers are, and that kind of emotional connection goes a long way,” he added.

Brand ambassadors help tell your story in a way that feels fresh and relatable, and that builds real brand love.

As Gong Cha Malaysia closes the chapter on its 14th anniversary celebrations, the brand is clearly not slowing down. From music-infused plushies to product innovation and fan-forward partnerships, it continues to blend authenticity with entertainment in ways that few brands in the beverage space have managed to sustain.

With more surprises on the way and Felix’s face lighting up both digital and physical storefronts, Gong Cha Malaysia’s next chapter is already brewing, and fans are ready to sip it all in.

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