Panda Express, the family-owned pioneer of American Chinese comfort food, welcomes the Year of the Snake with a cinematic campaign that captures the heart and traditions of Lunar New Year. At its centre is a two-minute film titled, ‘The Invitation’ which will premier ahead of the January 29th holiday. The campaign marks the debut collaboration with Opinionated, which was named Panda Express’ creative AOR last year. 

The film tells the story of Diego, a nervous young man meeting his girlfriend’s family for the first time during their Lunar New Year celebration. Navigating the scrutiny of her discerning aunties and their pointed questions about his career, ambitions and relationship with his mother, Diego experiences a mix of anxiety and humour. What begins as an anxious encounter transforms into a heart-warming story of acceptance, sealed with a profound and universal gesture of welcome – an invitation to share a meal. The moment crystallises when the aunties pose the quintessential question of love and care: “Have you eaten yet?” 

While Lunar New Year feasts typically revolve around home cooking, the film includes subtle nods to the Panda Express iconic menu. Spring rolls and The Original Orange Chicken make a cameo in the family’s home, along with a fortune cookie that plays a pivotal role in the story, reminding viewers of the brand’s place in celebrating shared moments and cultural connections.

The work was directed by Max Sherman of Anonymous Content, known for his short films and commercial campaigns for brands like Apple, A&W and Lubriderm.

“As a family-owned business deeply rooted in our Chinese heritage, we take pride in being a cultural ambassador and bridge, sharing the rich traditions of Lunar New Year with communities across America,” said Fabiola Del Rio, vice president of integrated marketing communications at Panda Express. “Food has the power to bring people together in the most heartfelt and joyful ways, and through our dishes and relatable, everyday stories, we aim to bring a taste of American Chinese culture to tables across America as we celebrate the spirit of togetherness that is so central to this holiday.”

“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’s 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 America, with more than 2,500 stores, 50,000 associates. It is also one of the most successful restaurants in its category, regularly outperforming the QSR/Fast Casual industry. To this day, Panda Express is proud to be a family-owned business that continues to honour the values instilled in the company by its founders.

In addition to the film, which will run on paid channels including YouTube and social. The brand is also launching a series of in-store promotions and activations near select college campuses to spread the love for family and friends. In-store signage and digital content created by Opinionated further reinforce the campaign’s themes, celebrating lucky foods and inviting guests to indulge in the flavours of the season. The shorter versions of the film, optimised for social channels, will run on YouTube, Panda’s website, and other digital platforms.