Panda Express and Wong Fu Productions, an independent digital production company, announced their partnership to celebrate Panda Express’ New American Comfort Food campaign and its newest menu offering, Peking Pork, available on September 27. The collaboration will include three videos inspired by American Chinese food, starting with the release of the first one, titled “What Do You Want To Eat?” The video humorously chronicles the battle every couple endures when deciding where to eat.
This partnership marks Panda Express’ first collaboration with an influencer group to support a national campaign. The relationship hopes to ignite a broader conversation around how Americans define comfort food and the influence American Chinese food has on the national food scene.
“We are proud to partner with Wong Fu to create content that highlights the important impact of Chinese-inspired recipes and cooking on American food culture,” says Andrea Cherng, chief marketing officer of Panda Restaurant Group. “Decades after its introduction, American Chinese cuisine has earned its place as feel-good comfort food for many in the U.S.; and we wish to celebrate this privileged position through our work with the Wong Fu team.”
With a global following of more than 4.1 million fans, Wong Fu is a leading Asian American production company specializing in short films and sketches created by emerging artists and filmmakers. Since it was founded in 2003, Wong Fu has been a pioneer in digital content development and is praised for its authentic representation of Asian American culture.
To further celebrate America’s love of comfort food, Panda Express and Wong Fu will host a contest on social media now through Sept. 25. The contest is a call for fans to submit a photo, video or GIF that describes their meaning of comfort with the hashtag #MyKindOfComfortContest. Selected winners will receive a free meal of their favorite American Chinese comfort food entrees from Panda Express personally delivered by Wong Fu.
The second and third videos will be released later this year and fans will also see Wong Fu integrations within Panda Express’ national advertising campaign, as well as in social media promotions.