Mumbai, 17th April 2025: As India’s largest Chinese QSR chain, Chinese Wok is redefining how food brands connect with younger audiences by integrating entertainment, influencer culture, and immersive dining experiences into its marketing playbook.
With Gen Z and millennials driving the QSR consumption curve, the Desi-Chinese brand is tapping into cultural relevance through strategic collaborations with celebrities and digital creators. A recent initiative with Zoom Street Diaries saw 11 popular personalities across Bollywood, regional cinema, and social media visit Chinese Wok outlets to candidly share their journeys, life reflections, and favourite dishes—blending the comfort of Desi-Chinese food with aspirational storytelling.
Names like Raveena Tandon, Orry, Dhvani Bhanushali, Avneet Kaur, Aditya Seal, Krystle D’Souza, Ayush Sharma, Nimrit Kaur, and others brought their personalities into the dining space, showcasing how Chinese Wok has become a go-to comfort brand for modern consumers seeking flavourful, accessible, and vibrant meal experiences.
Renowned for managing successful Quick Service Restaurant (QSR) brands like Chinese Wok, Big Bowl, and The Momo Co., Lenexis Foodworks has redefined the dining experience with its commitment to affordability, quality, and innovation.
This influencer-powered format aligns Lenexis Foodworks’ broader strategy of meeting consumers where they are—online, socially engaged, and driven by relatable narratives. By integrating popular faces into real dining moments and amplifying it through snackable video content and digital storytelling, Chinese Wok is cementing its presence in the hearts and feeds of its target audience.
Aayush Madhusudan Agrawal, Founder & Director of Lenexis Foodworks, said:
“We’re not just selling food; we’re curating cultural moments. Our audience values authenticity, relatability, and experience. These campaigns help us celebrate Desi-Chinese cuisine while building a vibrant community around it.”
With over 230 locations across 35+ cities, Chinese Wok continues to build innovative, culturally relevant campaigns to drive deeper brand loyalty and consumer engagement—well beyond the dinner table.
