Gong Cha Singapore: Comeback Kid of 2017

Gong Cha, a bubble tea chain, launched a successful return to the Singapore market with its social media campaign.

Campaign details

Brand: Gong Cha SingaporeAgency: Huntington Communications

Background

Taiwanese bubble tea chain Gong Cha temporarily exited Singapore in June 2017 when it did not renew their franchisee agreement, after being in the market since 2009. The brand's sudden exit and replacement of all 80 of its retail front by the previous franchisee to a 'Singapore Made' bubble tea brand sent both fans and the media into a frenzy. In the same period, six other new brands, entered with new variations featuring fresh fruit and unusual add-ons.

Gong Cha was quick to announce its promise to return...

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