Panda Express Brings a Touch of Lunar New Year to Facebook and Instagram

The restaurant chain debuted AR filters depicting traditions

People can share share five distinct Lunar New Year traditions with their friends and family Panda Express
Headshot of David Cohen

American-Chinese fast-food chain Panda Express is celebrating Lunar New Year in two ways: with limited-time offering Firecracker Shrimp, and with augmented reality filters on Facebook and Instagram.

Panda Express said the Celebration of Good Fortune AR experience enables guests to enjoy and share five distinct Lunar New Year traditions with their friends and family.

The company added in a release, “Each AR filter brings to life a sense of childlike wonder and provides an interactive way to engage with the rich culture and symbolism behind Lunar New Year: a game to snack on lucky foods and throw firecrackers to ward off evil spirits, join the parade as a lion dancer, swipe up to unlock the lucky red envelope surprise and bask in the beautiful glow of the Lantern Festival.”

Panda Express
Panda Express
Panda Express
Panda Express
Panda Express

The restaurant chain is also running a contest through Feb. 8, in which the grand-prize winner will receive a three-day trip to Universal Studios Hollywood in 2021, including VIP experiences, to celebrate Lunar New Year next year.

Panda Express chief marketing officer Andrea Cherng said in the release, “Every year, we at Panda celebrate the first day of Lunar New Year by gifting lucky red envelopes to all of our guests, and this year, we are thrilled to further invite them into this wonder-filled celebration through our themed AR experience. The Lunar New Year holiday is at heart about coming together to bring and share joy and good fortune. As a holiday that is deeply rooted in our culture, we are honored to bring millions of people together to celebrate Lunar New Year through our crave-worthy food and our new digital experience.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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