Chinese Wok has announced its debut partnership in the reality TV entertainment space with I-POPSTAR, Amazon MX Player’s newest music reality series spotlighting India’s independent music talent. As the Official Food Partner, Chinese Wok enters the world of music, youth, and creative hustle — strengthening its position as the flavour of choice for young India when it comes to satisfying cravings, celebrating creativity, and being part of the culture.
Produced by Rusk Media, I-POPSTAR brings together 25 emerging musicians competing through high-energy auditions, gala rounds, and a grand finale. With mentors King, Aastha Gill, Aditya Rikhari, and Parmish Verma, the show celebrates originality across genres — from Pop, Rap, and R&B to Rock, EDM, and regional fusion.
The collaboration is rooted in a shared philosophy – young India today is bold, driven, ambitious, and always on the move. Chinese Wok mirrors this spirit through its “Wok Your Way” ethos, which celebrates individuality, hustle, and flavour. The partnership comes alive across the show — through on-air brand moments, backstage interactions, playful exchanges with mentors and contestants, and a special challenge segment that blends flavour, creativity, and performance energy in a distinctly Chinese Wok way.
The partnership also brings food directly into the heart of youth culture, performance, and creative expression. As part of the association, Chinese Wok will co-create an exclusive brand jingle with one of the I-POPSTAR contestants, tapping into emerging musical talent and adding a vibrant, culturally powered sound to the brand. Beyond on-screen integrations, Chinese Wok will have a strong presence at the show’s marquee on-ground events, including the Mumbai premiere, the Delhi finale festival, and youth-focused showcases across other cities.
Speaking on the collaboration, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said: “Chinese Wok has always resonated with the ambition, pace and individuality of young India. Our partnership with I-POPSTAR is a strategic step in expanding our cultural footprint and engaging deeply with the country’s most dynamic, creative audiences. With 250+ outlets across 45+ cities and a strong expansion pipeline, stepping into youth-driven formats like this signals the next phase of our brand evolution — one where food, culture and creative energy meet.”
Adding to this, Vikas Iyer, Marketing Head, Lenexis Foodworks, shared, “I-POPSTAR is raw, expressive, and unapologetically fresh — and that’s exactly the spirit of Chinese Wok. We’re excited to join India’s next popstars on-screen, share fun flavour moments, and even co-create a jingle with one of the artists. It’s food, culture, music, and youth energy coming together — and when cravings hit the stage, Chinese bole toh Chinese Wok!”
This is Chinese Wok’s first-ever entry into the reality TV and talent ecosystem: a bold move that aligns with the brand’s broader ambition to build deeper Gen Z and millennial relevance through pop culture, music, humour, sport, and digital-first storytelling.
