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...

2026 JUNG KWAN JANG Lunar New Year Advertisement Review — Park Bo-gum Shares Lunar New Year Scenes and Brand Story

JUNG KWAN JANG x Park Bo-gum (2026 Lunar New Year Campaign) — "This Lunar New Year, Say It with JUNG KWAN JANG" Behind the Scenes

Brand and Core Message

JUNG KWAN JANG is a health food brand that combines traditional Korean medicine and modern science. During major holidays like Seollal, it focuses on family and health-themed campaigns. The core tagline of this 15-second teaser, "This Lunar New Year, Say It with JUNG KWAN JANG," is a natural way to recommend Cheong Kwan Jang, expressing family well-being and feelings during the special time of Seollal. Beyond simple product promotion, the goal was to solidify Cheong Kwan Jang's positioning as a "gift that conveys the heart."

Concept and Production Idea

The commercial focuses on capturing brief yet emotional moments. Park Bo-gum's calm expression and natural gestures emphasize "sincere feelings conveyed without words." The camera zooms in close to the subject's face, capturing their delicate expressions before quickly zooming out to the surrounding landscape, simultaneously conveying the warmth and spatiality of Seollal. The editing is rhythmically structured to clearly convey the message within a brisk 15-second frame. The final cut subtly showcases a product or a gift-wrapped JUNG KWAN JANG box, encouraging purchase.

Music and Sound Design

The music uses a minimalist track that combines traditional instrumental tones (e.g., a modern interpretation of the reverberations of the gayageum or haegeum) with soft piano pads to create a warm and affectionate atmosphere. Subtle sound effects, such as the sounds of doors opening, lingering conversations, and the gentle sounds of ancestral rites, capture the holiday atmosphere. The editing is particularly striking, with the brief lull in the music immediately after Park Bo-gum's dialogue or narration, leaving a lingering impression of the copy.

Filming Locations and Location Selection

The locations utilize either a modern interpretation of a traditional house (with its underfloor heating and warm lighting) or a modern apartment living room, creating a sense of shared family space. Props reminiscent of Seollal (Lunar New Year)—windows decorated with Hanji (Korean paper), simple ancestral rite table props, and warmly colored cushions—are used to intuitively convey the holiday spirit even in brief scenes. Exterior shots can complement the seasonal feel by incorporating motifs from bustling markets preparing for the Lunar New Year or scenes of snow-covered villages.

Costume and Styling Details

Park Bo-gum's wardrobe focuses on striking a balance between traditional hanbok and everyday attire. Rather than a full-on hanbok, he reinterprets it with a modern sensibility. For example, he uses combinations like a curved jacket-style hanbok top or a knit with subtle traditional patterns to convey a "traditional and modern" aesthetic. The color palette is based on warm beige, wine, and deep green, reinforcing the brand's luxurious image. Accessories are kept to a minimum, focusing the viewer's attention on the characters' facial expressions, hand gestures, and gift-giving scenes.

Anecdotes and Behind-the-Scenes

Despite the short filming time, improvisations were often used on set to capture delicate details. Park Bo-gum naturally maintained a smile, even during awkward moments, calming the mood. It's even said that the director deliberately incorporated this unexpected burst of laughter into one take. Furthermore, the props team commissioned props from local artisans to recreate a realistic Seollal ancestral rite table. The on-site staff also added analog details, such as the scent of a wood fire, to create a more vivid filming atmosphere.

Marketing Points and Target Insights

This campaign targets family-oriented emotional marketing, targeting consumers in their 30s to 50s. Especially during the holiday season, brand selection is crucial in the gift category, so messages that convey "trust" and "sincerity" are particularly effective. Digital channels can distribute 15-second teasers in short reels and shorts formats, while integrating extended content (making-of films, interviews with Park Bo-gum, and product unboxings) into YouTube and Instagram Stories to increase consumer engagement and conversion.

Concluding Comments

Despite the short 15-second teaser, JUNG KWAN JANG successfully combined Park Bo-gum's image with traditional sensibilities to deliver a brand message that naturally permeates the "special moment of Seollal."

[Good content to read along with this article]