As an international specialty tea beverage brand which saw growing popularity among Asian community, Gong cha signed a Korean celebrity actor — Park Seo Jun — to be the global brand endorser in 2018, resonating with the most current Asian pop culture. Park has an enormous fan base, his gracious image and approachable personality make him a favored face by multiple international brands such as Domino’s Pizza, etc. Gong cha California announced a collaboration with Park in 2018 summer, during the airing time of his newly–released TV series What’s Wrong with Secretary Kim, and saw a great reaction on social media.

The goal of this project is to engage Park’s existing fan base in North America, therefore increase the popularity of Gong cha brand and create buzz in US market, especially California territory. Several campaign activities are executed to engage customers: A photo contest was run on social media to motivate customers visit Gong cha cafés to experience Park themed café decors and share their photos. A collection of Park merchandise was developed available for customer redemption with points gained through past purchase made at Gong cha cafes. Park’s image was involved in multiple marketing campaigns throughout the year of 2018.