Introducing Pau-Pau: foodpanda unveils first-of-its-kind brand ambassador to champion empowerment and sustainability - MARKETING Magazine Asia


Introducing Pau-Pau: foodpanda unveils first-of-its-kind brand ambassador to champion empowerment and sustainability

foodpanda pau pau

To celebrate its 10th anniversary as the pioneering food and grocery delivery platform in Asia, foodpanda today introduced a fresh face for the brand – Pau-Pau!

A fun-loving and free-spirited panda, Pau-Pau is a first-of-its-kind brand ambassador, championing empowerment and sustainability across the region. 

Pau-Pau’s identity as a foodpanda brand ambassador will be brought to life in full — from having his own language and story, to a full set of values, such as caring for the environment, empowerment and the belief in living life on one’s own terms. With Pau-Pau, foodpanda has created a personality that is relatable and can better connect with millions of users across Asia. 

The pink panda, who made his first appearances in Japan, Taiwan and Cambodia in December 2021, has since been rolled out in Singapore, Malaysia, Thailand, Hong Kong and Laos, before reaching the rest of the foodpanda network. The next phase will see Pau-Pau being introduced in the Philippines, Myanmar, Pakistan and Bangladesh. 

Charting new territories with a fresh approach to brand-building

Pau-Pau will lead foodpanda’s foray into ever changing, live vibrant and media environments.

In introducing a new personality that fully 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 for lively engagement, freedom of expression and communication.

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. 

“With Pau-Pau, we wanted to create a personality that was relatable for the Malaysian audience to form an emotional connection with. Especially with foodpanda becoming an inaugural part of our daily lives, we saw an opportunity for Pau-Pau to be an inspiration for people to live life on their own terms and to its fullest,” said Bernard Chong, Director of Marketing foodpanda Malaysia. “As we embark on a new decade for foodpanda in Asia, we are excited for our customers to meet this fun and loving free-spirited panda.”

foodpanda pau pau mural

As part of this announcement, foodpanda Malaysia has also engaged with Cloakwork Studio to create artwork pieces around the streets of Kuala Lumpur – Jalan Tun Tan Cheng Lock (Petaling Street) and Jalan Tun Siew Sin. The artwork presented is a reflection of the artist’s creativity on the adventures of foodpanda’s newly released mascot and showcases the journey of Pau-Pau delivering the order to your doorstep and Pau-Pau’s kopitiam universe – inspired from the kopitiam food culture around the area.

Paving a purposeful foodpanda experience

“In creating Pau-Pau, we wanted him to also have a dimension of purpose — that he stands for something more than just being an adorable mascot,” said Eunha Bhang, Chief Creative Officer, Delivery Hero Asia. “Pau-Pau embodies and brings to life the foodpanda spirit by helping our communities reimagine how they use delivery and thereby adding vibrancy and fun in their lives.”

Pau-Pau is most passionate about three things — empowerment and living life on one’s own terms; the environment, as foodpanda’s sustainability champion; and enthusiasm, for food and fun. As a platform, foodpanda is an enabler of convenience for customers, freeing up their precious time by making it easier to get food and groceries delivered quickly, 24/7.

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.

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.


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