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

  • Celebrating 10 years since it started
    operations, foodpanda unveils Pau-Pau as the new face of the brand to better
    connect with millions of users across Asia, bringing a fresh and vibrant user
    experience to the platform.
  • The new character, who is reflective of
    foodpanda’s fun, warm, and vibrant personality, also cares about empowerment
    and the environment.
  • Pau-Pau will be introduced across all
    foodpanda touchpoints — from the app, digital and social media, as well as
    out-of-home activations.

SINGAPORE – Media OutReach – 3 January 2022 – 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.

“Pau-Pau is a first-of-its-kind among food
delivery platforms in Asia! More than anything else, we wanted to create a
personality that evokes love among customers. A personality that they can
relate to and form an emotional connection with, as foodpanda becomes a partner
in their everyday lives,” said Idan Haim, Vice President, Growth and Marketing,
foodpanda. “We want Pau-Pau to be an inspiration for people to live life on
their own terms and to its fullest. We are excited for our customers to meet
Pau-Pau, as we mark the start of a new decade for foodpanda in Asia.”

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.

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.

images and videos can be downloaded via this link.

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