Gong cha launches Bobaccinos in U.S. stores July 20

Gong cha will roll out three frozen Bobaccino drinks at participating U.S. locations starting July 20, pairing coffeehouse-style flavors with its signature boba. The launch also includes a limited-time Felix from Stray Kids collectible keychain for customers who buy two Bobaccinos while supplies last.

Why it matters: - Gong cha is expanding beyond its core tea menu with frozen coffee-and-boba drinks aimed at summer demand. - The rollout gives U.S. customers a new, customizable drink format as the chain pushes more traffic to participating stores. - The limited-time Felix collectible adds a fan-driven promotion that could boost early sales.

What happened: - Gong cha will introduce new Bobaccinos at participating U.S. locations beginning July 20. - The lineup includes three drinks: Brown Sugar Bobaccino, Coffee Caramel Bobaccino, and Mocha Crunch Bobaccino. - Customers who buy any two Bobaccinos starting July 20 will receive a complimentary collectible keychain featuring the voice of Felix from Stray Kids, while supplies last.

The details: - The Bobaccinos are frozen beverages that combine coffeehouse-inspired blended drink flavors with Gong cha's signature boba. - The drinks will be sold in medium and large sizes. - Customers can customize sweetness, toppings and other drink features. - Brown Sugar Bobaccino blends brown sugar flavor into a creamy frozen base. - Coffee Caramel Bobaccino mixes bold coffee and sweet caramel flavors. - Mocha Crunch Bobaccino combines chocolate and coffee flavors and is topped with Oreo® cookie pieces. - Gong cha said the drinks are designed as a rich, creamy take on frozen tea and coffee-inspired beverages. - Gong cha's menu also includes Milk Teas, Lattes, Freshly Brewed Teas and Coffees, Fruit Drinks, Milk Foam beverages and Smoothies. - Every drink is made to order and fully customizable, including sweetness, ice level and toppings. - Gong cha says it operates nearly 2,200 locations in 32 international markets. - The company also recently launched a unified mobile app for iOS and Android that lets users order ahead, customize drinks and earn loyalty points. - More information is available here.

Between the lines: - The Bobaccino launch shows Gong cha leaning into hybrid drinks that blur the line between tea, coffee and dessert. - The Stray Kids tie-in suggests Gong cha is using pop-culture collectibles to create urgency around a product launch. - The emphasis on customization fits Gong cha's broader positioning around made-to-order drinks.

What's next: - Participating U.S. stores will begin serving the Bobaccinos on July 20. - The collectible keychain promotion will continue only while supplies last. - Gong cha's app rollout may give the chain another channel to drive advance orders and loyalty engagement.

The bottom line: - Gong cha is pairing a summer drink launch with a limited-edition fan collectible to drive trial and repeat visits.