From Desi Chinese to Desi Beats, This Bold Brand Move Makes Chinese Wok the First Indian QSR Chain to Create an Original Sonic Identity
In a game-changing move that blends food, youth culture, and sonic storytelling, Chinese Wok, India’s largest home-grown Desi Chinese QSR brand, has launched Wok FM — India’s first QSR-owned music universe. This innovative platform marks a defining shift in how quick-service restaurants engage with the Gen Z and millennial audience, moving beyond taste to build multi-sensory brand love.
The launch of Wok FM kicks off with two full-length original albums:
🎧 Get Wok’D Tonight – A high-energy, mood-lifting playlist designed to trigger cravings and elevate the in-store vibe.
🏏 Cricket & Cravings – A fun, festive fusion of music and sport, celebrating the joy of India’s favourite pastime with flavoursome flair.
Both albums are now live across 250+ Chinese Wok outlets nationwide, transforming the dining experience into an immersive soundscape filled with beats, regional flavours, and youthful energy.
More Than Background Music: A Cultural Experience in Every Bite
Wok FM is not just a playlist—it’s a brand-owned, culturally-rooted media property, crafted to enhance the sensory experience inside the stores while building emotional connections outside them. From upbeat tracks to regional rhythms, the playlists span Kannada, Tamil, Telugu, Gujarati, Punjabi, Bengali, Marathi, and more—curated to reflect the brand’s playful and inclusive personality.
This initiative isn’t tied to a marketing campaign or a seasonal burst—it’s a long-term, scalable platform built with the future in mind. Every Wok FM track is 100% original—from lyrics and melody to production—making Chinese Wok one of the rare QSR brands globally to own a proprietary music universe.
Where Music Meets Marketing: Youth-First, Always-On
By extending Wok FM to Spotify, YouTube Music, Amazon Music, and other streaming platforms, Chinese Wok gives fans the freedom to take the brand with them—beyond the food court and into their cars, workouts, and everyday lives.
New music drops will align with festivals, sporting events, and brand campaigns, keeping the content dynamic and seasonally relevant. Think of it as a living playlist that grows with the audience—soundtracking moods, moments, and memories.
“As a brand built for young India, we believe food today is as much about experience as it is about taste,”
said Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks.
“Wok FM is a long-term brand property that allows us to own a cultural space beyond the plate, connecting with our audience on a deeper level.”
“Music is the language of Gen Z, and Wok FM is our way of speaking it authentically,”
added Vikas Iyer, Marketing Head.
“It’s more than branding—it’s storytelling through sound, creating a sonic memory that resonates far beyond the meal.”
Next Up: Fans as Co-Creators
Future phases of Wok FM will open up new possibilities for community collaboration. Plans include:
- Fan-submitted remixes
- Live studio sessions with indie artists
- Creator collaborations with regional musicians
- Branded anthems for cricket, festivals, and pop culture moments
The goal? To build not just a playlist—but a living cultural platform where music, food, and fandom blend seamlessly.
Why This Matters: A First in Indian QSR
With this launch, Chinese Wok becomes:
✅ India’s first QSR to build an original, multi-language music ecosystem
✅ Among a global handful of retail brands owning a proprietary music channel
✅ A frontrunner in youth-first marketing, where food meets emotion, memory, and music
In a market saturated with visual ads and influencer noise, Wok FM is a bold pivot toward audio branding—one that’s authentic, immersive, and emotionally sticky.
The Final Word:
Chinese Wok isn’t just feeding Gen Z—it’s becoming their playlist.
From the kitchen to the headphones, the brand’s new sound is loud, local, and here to stay.
Listen Now:
📱 Stream Wok FM on Spotify, YouTube Music, Amazon Music & more
🎵 Available in multiple regional languages
🏬 In-store across 250+ Chinese Wok outlets nationwide
Editor’s Take:
In a world where brands fight for screen time, Chinese Wok has found its way into something even more personal—our playlists. Expect others in the QSR world to follow the beat.
