In a first for the brand, Din Tai Fung releases a Lunar New Year short film that highlights the intention of togetherness inspired by the holiday and the brand's purpose of inspiring appreciation of culture.
* Dine ~ In a first for the renowned restaurant brand, Din Tai Fung has released a Lunar New Year short film that captures the essence of the holiday and the company's mission to promote cultural appreciation. The film, titled "The Stories We Tell," follows a young woman as she celebrates the holiday with her best friend's family and creates new traditions while honoring old ones.

Known for their famous Xiao Long Bao and exceptional hospitality, Din Tai Fung is also celebrating the Year of the Dragon with in-store gifts of luck and prosperity. Dine-in guests at participating locations will receive traditional red envelopes, or hóngbāo, containing special gifts and a calendar insert highlighting lucky dishes on the menu.

"We are excited to share this special holiday with our guests and honor our heritage by spreading well-wishes for the new year," said Jessica Chao, Vice President of Brand Marketing and Communications for Din Tai Fung North America.

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The red envelopes will include a gift of Soy Noodle appetizer, symbolizing long life, which can be redeemed during a future visit. Additionally, one lucky guest at each location will receive a Golden Ticket in their envelope. This ticket grants access to Din Tai Fung's VIP Reservation Concierge Service, making it easier to secure reservations for parties up to six through the end of the year.

Corporate Chef James Fu explains that food plays an important role in bringing people together and showing appreciation during Lunar New Year celebrations. The menu at Din Tai Fung features several symbolic dishes such as dumplings for prosperity, wontons for treasure, rice cakes for growth, noodles for longevity, and shrimp for laughter.

"We hope our guests will join us in partaking in these traditions and spreading well-wishes for the Year of the Dragon," said Chef Fu.

Din Tai Fung's Lunar New Year celebration is not limited to just their in-store gifts. The brand has also curated a delectable line-up of their classic dishes that symbolize well-wishes for the holiday. This includes dishes that represent prosperity, longevity, laughter, growth, and treasure.

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The Lunar New Year festivities at Din Tai Fung will take place from February 8th to February 12th, while supplies last. The brand encourages guests to make reservations in advance as they are known to be difficult to come by, especially during the holiday season.

For those unable to dine-in during this time, Din Tai Fung has also released a video-driven marketing campaign that showcases the importance of celebration and connection during Lunar New Year. This is the first time the brand has created a video campaign and it aligns with their purpose of bringing people together to appreciate different cultures.

"We are thrilled to share our cultural roots and traditions with more people through this campaign," said Chao.

As the Year of the Dragon approaches, Din Tai Fung invites everyone to join in on their Lunar New Year celebration and spread well-wishes for prosperity, longevity, laughter, growth, and treasure.
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