Fly By Jing and Sanzo collaborated with Pixar’s Turning Red to release limited-edition sparkling water cans and a collectible lunch box ahead of the movie’s premiere. Turning Red is an animated coming-of-age film about a young Chinese Canadian girl who turns into a red panda when she experiences strong emotions, and it premieres on Disney+ on March 11. Ahead of its release, Filipino-owned sparkling water brand Sanzo partnered with Pixar to launch limited edition cans featuring characters from the movie. Meanwhile, Sichuan-style chili crisp and spices brand Fly By Jing also teamed up with Pixar to release a limited edition Shorty Spice Box Set. The set includes a bright red, collectible lunch box featuring the brand’s Fly By Jing Shorty Spice Trio. It also includes two deluxe sticker sheets featuring Fly By Jing iconography and characters from the movie, which consumers can use to personalize the lunch box. YPulse’s Representation in Action trend research found that the majority of 13-39-year-old Asian consumers wish they saw more people people of their race in TV shows / movies—and according to the brand’s founder, Jing Gao: “Growing up, I never thought I’d one day see myself reflected in a major film, but when I first heard the storyline of Turning Red, I felt an instant recognition.” (The Kitchn, Food Business News)
