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 su...

Kurly AKMU Lee Chan-hyuk's advertisement: Kurly expands diversity




1. Kurly and AKMU's Lee Chan-hyuk Join Forces to Create a Fresh Harmony

Kurly's latest advertisement features AKMU's Lee Chan-hyuk as its model, emphasizing the brand's diversity and freshness. Lee Chan-hyuk is a beloved artist known for his musical originality and unique personality, and he seamlessly aligns with Kurly's "expanding diversity" concept.

Lee Chan-hyuk's casting reflects Kurly's strategy of breaking away from conventional marketing and connecting with young, creative consumers. His natural, approachable image effectively conveys Kurly's pursuit of "convenience and differentiation," strengthening its connection with the MZ generation.

Furthermore, Lee Chan-hyuk's emotional storytelling synergizes with Kurly's advertising message, which emphasizes fresh ingredients and the small joys of everyday life. Through this, Kurly is establishing itself as more than just a delivery service, but a lifestyle platform.

2. "Kurly Expands Diversity": The Key Message of the Advertisement

The keyword in this advertisement is "diversity." Kurly emphasizes its service, which expands consumers' everyday choices by offering a variety of food and household goods.

Quality Diversity: Kurly offers a unique selection of products, including organic, local, and global ingredients, that are difficult to find in regular supermarkets.

Convenience Diversity: Kurly offers a variety of options tailored to consumers' lifestyles, including early morning delivery, personalized recommendations, and subscription services.

Cultural Diversity: Through Lee Chan-hyuk, the brand philosophy extends to music, art, and everyday inspiration.

This diversity transcends mere product offerings, offering value across consumers' lives. Kurly emphasizes a personalized shopping experience with the message, "We respect all your choices."

3. Advertising Direction and Storytelling: Why Lee Chan-hyuk?

Lee Chan-hyuk is an artist who possesses both the musical sensibility of AKMU and a broad appeal. Kurly leverages his image to create content that captures the "specialness of everyday life."

Natural Everyday Presentation: The advertisement features Lee Chan-hyuk in a relaxed setting, often found in ordinary homes, kitchens, and supermarkets. This symbolizes Kurly's pursuit of "freshness delivered right to your doorstep."

Emotional Music and Narration: The background music of the advertisement, infused with AKMU's musical palette, resonates emotionally with consumers.

Balance of Humor and Authenticity: Lee Chan-hyuk's signature cheerfulness creates a lighthearted atmosphere for the advertisement, while also naturally conveying Kurly's credibility.

This presentation aligns with Kurly's target demographic, the "authentic branding" preferred by the 2030 generation.

4. Consumer Response and Marketing Effectiveness: Why was it successful?


This campaign generated significant buzz on social media and online communities.

The Power of Fandom Marketing: AKMU and Lee Chan-hyuk's fans actively promoted the advertisement, encouraging voluntary participation.

Strengthening Empathy: The message of "various choices" resonated with the MZ generation's consumer trends, creating a resonant connection.

Distinctive Creative: Unlike existing food advertisements, the use of the artist's personality served as a refreshing departure from traditional advertising.

With this ad, Kurly succeeded not only in increasing brand awareness but also in establishing a new image as "emotional commerce."

5. Future Outlook: What kind of brand will Kurly grow into?

The collaboration with Lee Chan-hyuk demonstrates Kurly's commitment to moving beyond a simple delivery platform to becoming a "brand providing cultural value."

Sustainable Collaboration: Potential for content expansion through the convergence of music, art, and food tech.

Enhanced Customer Experience: Combining technology and emotion, such as AI recommendations and personalized services.

Emphasis on Social Responsibility: Achieving diversity through ESG management, including eco-friendly packaging and support for local food.

Conclusion: Kurly highlighted "diversity" as a core brand value through the Lee Chan-hyuk ad. It is expected to continue to evolve into a platform that leads consumer lifestyles.