• by Fern Siegel , January 28, 2025

Panda Express welcomes the Chinese Year of the Snake with a new campaign that captures the heart of Lunar New Year. At its center is a two-minute spot, "The Invitation," which runs on paid digital and paid and organic social — YouTube, Facebook and Instagram — ahead of the Jan. 29 holiday.

Shorter versions, optimized for social, will run on YouTube, Panda’s site and various digital platforms. The brand is also launching a series of in-store promotions and activations near select college campuses.

The campaign marks the first collaboration with Opinionated, named the brand’s creative AOR last year. Max Sherman of Anonymous Content directed.

The restaurant chain has more than 2,500 locations nationwide and has introduced American Chinese cuisine to 11 international countries.

The ad centers on Diego, a young man meeting his girlfriend’s family for the first time during their Lunar New Year celebration. Her two aunts ask pointed questions about his career, ambitions and relationship with his mother. But what begins as an intense moment ends with a welcome.

While Lunar New Year feasts revolve around home cooking, the spot includes subtle nods to the Panda Express menu. Spring rolls and the Original Orange Chicken make a cameo in the family’s home, along with a fortune cookie.

“We wanted to capture the quirks and pride of real-life Chinese-American family dynamics, while also appealing to a broader audience — even those who may be unfamiliar with Lunar New Year or Panda Express — through universal themes of family and togetherness,” said Chris Le, senior copywriter, Opinionated. “‘Have You Eaten Yet?’ is a phrase deeply rooted in so many immigrant cultures, and this film truly reflects Panda Express’ values of warmth, family and joy through food.”

Founded in 1983 at the Glendale Galleria in Glendale, California, Panda Express is the largest family-owned-and-operated Asian dining concept in the U.S.