Key Takeaways:
- Panda Express debuts its first major national campaign ahead of AAPI Heritage Month.
- The new tagline "Have You Eaten Yet?" evolves into a brand narrative, capturing affection, nostalgia, and cross-cultural connection through humor and family-centered moments.
- The campaign uses cinematic quality and authentic storytelling to show how relatable family chaos can strengthen brand affinity.
Panda Express is doubling down on the emotional power of food with its first major national brand campaign under the new tagline, "Have You Eaten Yet?"
Created with independent agency Opinionated, the campaign kicked off just ahead of the Asian American and Pacific Islander (AAPI) Heritage Month.
The effort celebrates a simple truth: Sometimes, the most powerful way to say "I love you" is with a plate of food — and maybe a hilariously off-key karaoke performance.
The hero spot is directed by rising comedy talent Kate Hollowell ("Say Hi Before You Die"), with cinematography from Larkin Seiple ("Everything Everywhere All At Once, Beef").
The integrated effort builds on the foundation Panda Express laid earlier this year with its Lunar New Year short film, "The Invitation."
It first introduced the tagline through the tough-love lens of family aunties.
This latest campaign is anchored by :60, :30, and :15 spots running across CTV, streaming, and online video.
It leans into the beloved Asian-American tradition of karaoke to show how food transcends words as an expression of care.
Emotional storytelling remains one of the strongest drivers of brand loyalty, and Panda Express effectively ties its offerings to universal experiences like family and tradition.
Aligning the campaign launch with AAPI Heritage Month allows the brand to strategically position itself as both culturally relevant and socially conscious, deepening its resonance with key demographics.
Bringing Karaoke and Heart to the Streets
In this new chapter, a fresh group of aunties takes center stage to bring heartfelt karaoke performances to screens nationwide.
The longform spot accurately captures the chaotic, heartfelt energy of family gatherings: complete with unsolicited advice, heartfelt ballads, and plates piled high with food.
In addition to the campaign's media rollout, Panda Express is hitting the streets with a traveling karaoke activation at select locations in major U.S. cities.
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Panda Express has a history of using music to showcase its offerings.
Just last week, the brand launched a short collaborative video with Filipino-American musician Jesse Barrera.
The concept of "Have you eaten yet?" isn't just about food.
It connects broadly across cultures, making it a smart brand storytelling play at a time when family dynamics and food nostalgia resonate deeply with audiences.
A full social rollout across TikTok, Meta, and Snapchat extends the aunties' wisdom into snackable original content, while an OOH and digital media buy supports the national push.
