• by Teresa Buyikian , 6 hours ago

The largest Asian food-based chain in the U.S. is paying tribute to the Year of the Horse this Lunar New Year through traditional cultural celebrations as well as modern online and offline content and events.

Panda Express has rolled out its first animated short film entitled “Wishes.” The short, seen here, is set in San Francisco's Chinatown and tells the story of a family wanting to spend the holiday together and the community that helps them make that a reality. Featuring hand-drawn 2D animation and “subtle” 3D effects, the film also highlights Panda’s “Have you eaten yet?” tagline.

“Lunar New Year invites us to gather with the people who matter most and wish them good fortune for the year ahead,” said Andrea Cherng, chief brand officer at Panda Express. “For 15 years, Panda has been honored to welcome guests across the country into this celebration — whether it’s a cherished tradition or a first-time experience. This year, we’re bringing the celebration to people in new ways that reflect how they connect today, while staying true to the essence of the holiday: gathering over good food and sharing wishes for a prosperous future.”

The brand has also partnered with prominent YouTuber Lofi Girl, known for her live-streamed, low-fidelity (lo-fi) hip-hop beats that are designed for studying. The result is a 30-minute animated video, seen here, which depicts a woman quietly studying inside a Panda Express, set to original lo-fi tracks. The video is shared across Panda Express and Lofi Girl’s digital channels. The brand also developed a playlist of Asian-inspired melodies available on Spotify.

Panda Express has also integrated itself into one of the most prominent gaming sites – virtual locations now exist in both Fortnite and Roblox.  Robolox also features a Panda Express-themed obstacle course, and Fortnite players can partake in virtual Lunar New Year celebrations to earn Panda coins.

Now through Feb. 22, consumers can play the company’s Good Fortune Scratcher digital game via the Panda app or online. Prizes include one $888 gift card and eight $88 winners (eight is considered a lucky number in Chinese culture).  

And lastly, the brand launched the “Let’s Explore!: Lunar New Year” curriculum for K-5 classrooms, which educates kids on the “joy and meaning of Lunar New Year.” Panda has partnered with DonorsChoose for the fourth year and has pledged to double customer donations (up to $150,000) to teacher projects.

Panda held an in-restaurant celebration on Feb. 17 in Los Angeles, transforming a Westwood Blvd. location into a “cultural hub for Lofi Lunar New Year” with live DJ performances, food and goodie bags.