Capturing the attention of a global youth audience with gaming partnership for Gong Cha

Getting curious about global fandom, partnering with Final Fantasy XIV to celebrate it's new expansion

The problem

Gong cha (貢茶) is a leading global, premium boba brand. With a franchise model spanning multiple countries, its comms lacked a unified global voice. They approached us to create their first-ever global comms campaign, one that would position them as culturally relevant and globally connected, building stronger resonance with young consumers worldwide.

Large yellow chick to right of shot with three bubble tea different coloured drinks, yellow, brown and green in plastic see through cups with red star on the hightable, looking out of the inside of a cafe window

Young consumers see Boba as more than a drink - it’s a cultural signal, a way to connect with the fandoms they love. Gaming is one of the most powerful youth cultures, with franchises commanding loyal, global audiences. By showing up authentically and celebrating fandom, Gong Cha could unlock a new level of with younger consumers worldwide.

Image of yellow chicken character from Final fantasy XIV game with three bubble tea drinks in plastic cups with red straw in on table in front

We launched Gong cha’s first-ever global gaming partnership with Final Fantasy XIV to celebrate the release of its new in-game expansion.

Close up image of yellow bubble tea drink Gong Cha on a brown tray being held by a yellow bird in the background

Fans could experience the game IRL through a limited-edition, character-inspired drinks menu, POS takeovers, and flagship store activations worldwide.

Gong chat, limited edition and Final Fantasy key rings

To drive engagement, customers could unlock an exclusive in-game mount, turning the campaign into a repeat-purchase driver. Influencer and media partnerships, and co-branded merchandise giveaways amplified reach and cemented Gong cha as a culturally connected brand for a new generation.

Sold Out Globally

in a matter of days, showing the desirability of the partnership

1.9M

in game codes provided to fans

5.6m

Gong Cha X Final Fantasy XIV boba cups sold worldwide

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