Dear Mrs. Chen (2024)

Din Tai Fung celebrates culture by bridging the gap between a beloved tradition and the experience at the restaurants, amplifying what LNY means in an inclusive, relevant way. To get this across we are telling the story from the point of view of a woman who has been brought into LNY traditions through a good friend's family. As she rehearses her speech of gratitude we start to see the passing of traditions, the coming together of family, and more importantly forming a bond at Din Tai Fung. Through her heartfelt words combined with the imagery, we are taken to a world where we ourselves can be a part of this tradition. We learn the meaning behind many of the traditional LNY dishes and about the red envelope promotion of Din Tai Fung. At the end we take the warm feeling and connect it to the staff, showing our audiences that Din Tai Fung values these traditions holistically. These are in the DNA of the restaurant.