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By Manu Vardhan Kannan
Published on February 7, 2026
Chinese Wok, India’s leading Desi Chinese QSR brand from Lenexis Foodworks, is reshaping Valentine’s Week with the launch of ‘Crush Hour’, a youth-first campaign that moves away from romance-led celebrations and taps into craving-led moments. Designed around Gen Z’s evolving relationship with food, love, and social culture, the campaign positions Valentine’s as a shared experience not just for couples, but also for crushes, best friends, situationships, solo diners, and late-night food cravings.
At the core of ‘Crush Hour’ is a relatable insight: cravings behave much like crushes, sudden, emotional, personal, and worth sharing. With this idea, Chinese Wok turns food into a modern love language, transforming its outlets into casual hangout spaces where young consumers can come with their crush or simply satisfy their cravings. The campaign consciously avoids candlelight clichés, choosing instead to reflect a more fluid, expressive, and food-driven youth culture.
Commenting on the brand’s broader vision, Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks, said, “At Chinese Wok, we have always believed that QSR brands need to reflect how young India actually lives, eats, and socialises today. Occasions like Valentine’s are evolving, and so are consumer expectations from brands. ‘Crush Hour’ is an extension of our larger philosophy of building a culture-forward brand that stays relevant by celebrating real moments, everyday indulgence, and shared experiences, not just traditional calendar marketing.”
As part of the Valentine’s Week rollout, Chinese Wok has introduced limited-edition Valentine-themed packaging across its stores and delivery platforms. The in-store experience is supported through DMB screens, standees, tent cards, and tray liners. Adding an entertainment layer, the brand has also launched Crush Hour at Wok, the latest album on its owned music platform Wok FM. The album is available across in-store channels as well as YouTube, Spotify, Amazon Music, and other leading streaming platforms, reinforcing the brand’s focus on building long-term cultural IPs rather than one-off campaigns.
Explaining the creative thinking behind the campaign, Vikas Iyer, Marketing Head, Lenexis Foodworks, said, “Crush Hour was built on the insight that Valentine’s today is less about grand romantic gestures and more about who you choose to hang out with and what you choose to eat. By tapping into crush culture instead of clichés, we wanted to create a campaign that feels playful, inclusive, and instinctively relatable to Gen Z. Food becomes the anchor, but the communication is driven by emotion, humour, and high recall.”
The campaign is being amplified through a high-energy digital rollout across social platforms, featuring reels, static content, and influencer collaborations with micro, nano, and select macro creators. The communication maintains a youthful, flirty, and slightly mischievous tone, deliberately steering clear of overt romance in favour of craving-led storytelling.
From an offer standpoint, Chinese Wok is presenting indulgence as a treat rather than a discount, with a Buy One Get One (BOGO) offer on starters available from 8th to 15th February across its 260+ stores. With ‘Crush Hour’, Chinese Wok continues to strengthen its position as a youth-first, culture-driven QSR brand, turning seasonal moments into relevant, high-engagement experiences that reflect how young India eats today.
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Published on August 9, 2026
JW Kitchen at JW Marriott Kolkata is set to host the Osama Jalali Food Festival, bringing India's forgotten recipes and rich culinary traditions to the table. Celebrated food historian and author Osama Jalali will showcase a selection of heirloom recipes, regional delicacies and traditional cooking techniques, offering diners an opportunity to explore lesser-known flavours from different parts of India.
Running over ten evenings from 14–23 August 2026, the festival will feature specially curated dinner menus inspired by royal kitchens, historic food traditions and regional home cooking.
More than just a food festival, the experience aims to connect diners with the stories and traditions behind India's diverse cuisine. Each dish reflects a different part of the country's culinary heritage, giving guests an opportunity to discover authentic flavours and recipes that have been passed down through generations.
For food lovers and those interested in India's culinary history, the festival offers a chance to explore traditional Indian cooking through a specially curated dining experience.
Oasis Brewery is inviting beer enthusiasts to explore its collection of signature and seasonal brews, bringing together different flavours and brewing styles at its Whitefield, Bangalore location.
Leading the seasonal collection is the Very Berry Ale, a fruit-forward beer brewed with strawberries, blueberries, mulberries and raspberries. The light-bodied brew offers vibrant berry flavours, a refreshing character and a crisp finish with a subtle tartness.
Also available is the Perry Pear Cider, made entirely with fresh pear juice without added sugars. Inspired by the traditional Perry style, the cider combines delicate floral notes with fresh pear aromas and champagne-like carbonation for a smooth and refreshing experience.
The collection is completed by Oasis Brewery's signature 007 IPA, an Imperial India Pale Ale inspired by the iconic James Bond. Built around the number seven, from its ingredients and brewing process to its 7% ABV, the beer delivers a bold hop character while maintaining a balanced finish.
The beers are crafted under the guidance of Oasis Brewery's Brewmaster, a Heriot-Watt University, Scotland graduate with more than a decade of brewing experience. With a focus on quality and innovation, the brewery's collection brings together different flavour profiles and brewing techniques for those looking to explore craft beer in Bangalore.
Little Soi, the popular destination for authentic Asian cuisine, has launched The Noodle Theory Festival, a special celebration of Asia's rich noodle traditions. The festival brings together regional flavours, authentic recipes and traditional cooking techniques across Chennai, Coimbatore and Kochi.
Starting 6th August 2026 onwards, the festival takes diners on a culinary journey through the noodle cultures of Thailand, Malaysia, Japan, Korea, Vietnam, China, Myanmar and Hong Kong. The menu highlights how noodles have remained an important part of food traditions across Asia, with each region bringing its own flavours, ingredients and cooking styles to the bowl.
The festival features a selection of regional noodle favourites, including Biang Biang Black Bean & Hot Pepper, Hong Kong Style Wonton Mein, and Abura Soba, available with Beef, Chicken or Prawn. Guests can also try the refreshing Burmese Nangyi Thoke and the popular Thai Kwuay Tiew Rua (Boat Noodles), along with several other noodle creations inspired by different parts of Asia. Each dish showcases the differences in noodle shapes, textures, broths, sauces and preparation methods that have helped create some of the continent's best-known comfort foods.
The Noodle Theory Festival goes beyond a seasonal food menu, offering diners an opportunity to explore the cultural side of noodles and the traditions behind each dish. The festival highlights how geography, local ingredients and generations of culinary knowledge have shaped different noodle dishes across Asia. The idea behind The Noodle Theory is simple: while every bowl may have its own flavour and style, noodles continue to bring people together through comfort, community and craftsmanship. The festival is available for a limited period at Little Soi – Chennai, Coimbatore and Kochi Outlets, giving food lovers an opportunity to explore a wide range of Asian noodle traditions under one roof.
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