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Panda Express just launched a new campaign in time for Lunar New Year, celebrating the richness of Asian culture and tradition.
Helmed by creative agency Opinionated, the initiative is marked by a short cinematic film titled "The Invitation," where a man dating a woman from an Asian family is interrogated by two of her aunts.
While they are seemingly uptight towards the man, the commercial highlights the way the family expresses their love and care in a way unique to the Asian culture.
Cheeky and endearing, "The Invitation" shines a light on the joys and family-oriented nature of the holiday, with everyone enjoying each other's company over good food and stories.
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Apart from the spot, the restaurant chain will also be hosting immersive "Lunarsgiving Experiences" near college campuses around the U.S.
With this, students and residents can celebrate the holiday at their local Panda Express and come home with exclusive Lunarsgiving Kits that include lanterns, red envelopes, banners, and accessories.
Panda Express will also be relaunching its "Good Fortune Scratcher" game, which guests can access through the Rewards app or website and get a chance to win special offers and prizes, including a $888 Panda Express gift card.
Lastly, the company will be continuing its "Let's Explore! Lunar New Year" program, teaming up with schools and organizations to offer a free K-5 curriculum that includes cultural exploration and learning basic Chinese.
"As a cultural ambassador, Panda Express is committed to sharing the vibrant spirit of Lunar New Year with our communities," Panda Express Chief Brand Officer Andrea Cherng shared in a press release.
"This year, we are excited to introduce Lunarsgiving, a new initiative that celebrates shared meals and meaningful experiences, fostering deeper connections. Our short film, 'The Invitation,' beautifully captures the essence of Lunar New Year, highlighting the joy of coming together through food," she added.
Through thoughtful brand storytelling, Panda Express reinforces its position as the largest family-owned and operated Asian dining concept in the U.S. — as well as an inclusive business that cares for its audience's culture.
Becoming a Family
The two-minute short film begins at a Chinese household, where family members gather and prepare for their Lunar New Year celebration.
Left alone on the table by his girlfriend is Diego, a man struggling to connect with the people around him.
After opening a Panda Express fortune cookie that read, "Honesty is the best policy," two of his girlfriend's aunties sit in front of him and begin an interrogation.
"Do I need a lawyer?" Diego nervously asks, to which they tersely reply, "They won't get here in time."
The two then start asking him basic questions about his life: where he lives, if he has a house, if he went to college, and why he didn't choose to work in law.
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The questions begin to pressure the man, as he is asked about his career path, his relationship with his mother, and if he has a student loan.
However, through his honesty and his obvious care for his girlfriend and mother, the two grow more and more fond of him.
The aunties speak to each other in their native language, before they're surprised that Diego can speak Mandarin as well.
Impressed, they warm up to him and end their interrogation with a final question: "Have you eaten yet?"
Diego smiles as his girlfriend comes out of the kitchen. The two call him "practically family," and the spot ends.
Previously, Apple dropped its own short film celebrating Lunar New Year.
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