Panda Express boosts cultural understanding (and sales) with Lunar New Year campaign

Panda Express, the chain of quick-service restaurants, is using its marketing to champion the traditions, values and flavors that make up the core elements of its brand.

Panda Express, the quick-service restaurant chain, is spreading the word about its cultural heritage as it tries to educate consumers and build its brand alike.

The company was launched in 1973 by three immigrants to the United States: Master Chef Ming Tsai Cherng and his son Andrew Cherng, both from the Jiangsu province of China, and Peggy Cherng, Andrew’s wife, who was born in Burma, then raised in Hong Kong, before moving to America.

“Many of us, I think, understand this idea of being spread across two different cultures or multiple cultures,” Andrea Cherng, CMO of Panda Express –...

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