Bangalore, Feb 23: Chinese Wok, India’s leading Desi Chinese QSR brand from Lenexis Foodworks, has partnered with JioHotstar’s youth reality series Engaged Season 2 as its Official Food Partner, deepening its focus on culture-led, long-term engagement with Gen Z and young millennials. The association comes at a time when Valentine’s conversations are extending beyond a single week into longer, content-driven expressions of modern relationships.
The association follows Chinese Wok’s Valentine’s Week Crush Hour at Wok campaign and extends the momentum of its ‘Crush Hour’ platform from a high-impact Valentine’s campaign into a sustained, content-led engagement ecosystem. With Engaged Season 2 exploring modern relationships, second chances and emotional journeys, the partnership places Chinese Wok at the centre of youth conversations around love, crushes, situationships and everyday hangouts.
As part of the collaboration, Chinese Wok will feature through a dedicated branded segment called Dinner Dilemma and organically integrated moments during key bonding and discussion scenes, supported by digital amplification via co-created content with contestants across social platforms. The partnership builds on the brand’s growing portfolio of content-led associations, reinforcing its positioning as a Gen Z-first, culture-forward QSR brand. The association builds on Chinese Wok’s track record of successful content partnerships such as iPopstar on Amazon MX Player and Office Dancer on YouTube, underlining its consistent focus on entertainment-led brand building.
Commenting on the association, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said,
“Young consumers connect with brands that feel culturally present and emotionally relevant. This partnership with Engaged Season 2 reflects our long-term strategy of building relevance through participation in culture, not just visibility around occasions.”
Adding to this, Vikas Iyer, Marketing Head, Lenexis Foodworks, said,
“Gen Z lives on content, conversations and communities. By integrating Chinese Wok seamlessly into Engaged, we’re aligning with how young consumers discover, discuss and build relationships with brands today.”
Engaged Season 2 – Another Chance At Love is hosted by Elvish Yadav and Jiya Shankar and explores modern relationships through immersive tasks and real-life scenarios, the show captures how young Indians navigate trust, vulnerability and commitment, making it deeply relatable to today’s youth. Its focus on authenticity and emotional journeys makes it a natural fit with Chinese Wok’s evolving, craving-led and culture-first brand philosophy. The show airs from 14 February on JioHotstar, with 22 episodes releasing on alternate days.
As QSR brands increasingly compete on relevance and not just reach, Chinese Wok’s association with Engaged Season 2 highlights how food brands are using long-form entertainment to build deeper emotional connections with young audiences across platforms.