Ambassador

Amorepacific announced in August 2025 that Felix would be HERA's global ambassador, tying his image to the brand's "SEOULISTA" persona. The partnership opened with the Reflection Skin Glow line and a lip shade developed with him, rolling out in Korea, Japan and Thailand.

From 28 September 2026, HERA runs its “Still Glowing” campaign for the Reflection Skin Glow foundation with Felix, whom Amorepacific’s release calls the brand’s global ambassador. A new key visual and campaign film with him appear on HERA’s official social channels; the products are sold at HERA counters and online stores in Korea.

bb.q Chicken announced on 16 July 2026 its partnership with Felix of Stray Kids as Feel Crunch Chicken, a menu item the release says he chose, launched at all its U.S. locations. The brand describes a brand ambassador role in which he is the face of the brand, and says more campaigns with him will follow online and in stores.

LVMH, the group that owns Louis Vuitton, calls Felix of Stray Kids a Louis Vuitton ambassador in its June 2026 article on the house's ten years with UNICEF. Soompi reported on 22 August 2023 that Louis Vuitton had announced him as a House Ambassador that day.

Gong cha announced on 29 January 2026 that its global brand ambassador partnership with Felix of Stray Kids would continue into 2026, with new campaigns planned for Korea, the United States, Japan and Australia. It dates his original appointment only to mid-2025.

Gong cha announced on 30 March 2026 a new multi-channel campaign with Felix of Stray Kids, its global brand ambassador. “Artist Felix” ties his music-making to the brand’s made-to-order drinks, with a studio film, Felix merchandise in stores and a “Gong cha x Felix” Matcha & Taro drink announced for April 2026.