Retail in Asia


Foodpanda celebrates its 10th anniversary with a new regional ambassador

Marking its 10th year anniversary in 2022, food and grocery delivery platform foodpanda launches its very first brand ambassador, Pau-Pau, a sustainability and empowerment ambassador for the region.

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Having already made its appearance in Japan and Taiwan in December 2021, the pink panda will be part of an app refresh taking place in the other eight Asia markets including Singapore, Malaysia, Hong Kong, Myanmar, Laos, Cambodia, Thailand and The Philippines.

With Pau-Pau, foodpanda has created a personality that is relatable and can better connect with millions of users across Asia. In introducing a new personality that represents the brand, foodpanda expands its digital marketing ambitions to look beyond traditional platforms. Customers will also find Pau-Pau on the LINE and Instagram apps as emojis and stickers. Pau-Pau will be rolling out progressively across all foodpanda channels and interfaces, from the app and website, to digital and social media platforms, out-of-home activations and more.

As foodpanda’s champion for sustainability, Pau-Pau will also be a part of foodpanda’s green agenda, supporting sustainability initiatives such as its default cutlery opt-out feature, which has saved 544 million pieces of single-use plastic in 2021 alone. More recently, in August 2021, foodpanda launched the Global Sustainable Packaging Programme to encourage merchants to switch to plastic-free, plant-based packaging to reduce the impact on the environment as it works towards becoming a carbon-neutral organisation.

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The introduction of Pau-Pau builds on foodpanda’s earlier brand refresh, which saw foodpanda revitalising its look with fresh visuals and a more vibrant colour palette across its design touchpoints, and more friendly user interface as the platform expands beyond just food delivery.