Inspired by Japan’s winter illuminations, the “Bright Nights. Festive Flavors.” campaign arrives with King Crab Gyoza, Fire-Roasted Crispy Duck, a three-course holiday meal and illuminated restaurants in select cities
SCOTTSDALE, Ariz., Nov. 4, 2026 /PRNewswire/ — Award-winning actor Harry Shum Jr. is bringing his irresistible positivity to the holiday table as the star of P.F. Chang’s latest campaign, “Bright Nights. Festive Flavors.” Inspired by Japan’s famous winter illuminations, the campaign celebrates the people who brighten our lives and the simple joy of sharing a meal with them. It arrives alongside a new seasonal menu, a special three-course holiday meal and catering options for holiday gatherings, with P.F. Chang’s also welcoming guests nationwide on Christmas Day for the first time.
Capturing the warmth of a family dinner, the campaign is a natural fit for Shum, who grew up with parents who owned a Chinese restaurant, and brings a personal connection to the idea that the best moments of the season happen around the table.
“Some of my favorite memories are from my parents’ restaurant, watching the dining room fill up with families and friends celebrating together – that energy never leaves you,” said Shum. “So when P.F. Chang’s asked me to be part of their holiday campaign, it brought back those memories. The holidays are all about the people who light up your life, and there’s no better way to celebrate them than over a table full of incredible food.”
The holiday spirit carries through to the seasonal menu, arriving at restaurants nationwide beginning today, November 4, 2026 through January 26, 2027, with wok-fired favorites, fire-roasted dishes, and a dessert finished with a flash of flame. New additions include:
- King Crab Gyoza: King crab dumplings with garlic, yuzu ponzu, lemon, scallion and soy sauce, served with a dashi miso butter sauce.
- Dashi Risotto with Seared Hokkaido Scallops: Dashi risotto topped with seared Hokkaido scallops, black garlic aioli, mushrooms and parmesan, finished with a truffle oil drizzle and dancing bonito flakes.
- Fire-Roasted Crispy Duck: Fire-roasted duck served with warm roti, hoisin sauce and julienned vegetables.
- Honey Sesame Crème Brûlée: Toasted white sesame and vanilla bean custard topped with a caramelized sugar crust, torched tableside.
- Fortune & Fire Cocktail: WhistlePig PiggyBack 6-Year Bourbon, with Disaronno, pomegranate, lemon, and Fever-Tree ginger beer.
Guests can also raise a glass with the returning Frosted Cranberry Cosmo or the new Belle Glos “Las Alturas” Pinot Noir, a natural pairing for the Fire-Roasted Crispy Duck. Fan favorites from the fall menu, including Duck Wings, Wagyu Egg Rolls and Duck Fried Rice, will stay on the menu through the holiday season. All new food items are available for dine-in, online ordering and third-party delivery, with the exception of the Honey Sesame Crème Brûlée, which is available for dine-in only.
“A great meal gives people a reason to slow down and spend time together, especially during the holidays,” said Jim Mazany, Chief Executive Officer of P.F. Chang’s. “We’ve put a lot of thought into making this menu feel special for all types of celebrations, from the King Crab Gyoza to the Honey Sesame Crème Brûlée torched tableside. And opening nationwide on Christmas Day for the first time gives us another opportunity to welcome families and friends around our tables.”
On Christmas Day, P.F. Chang’s restaurants nationwide will be open from 2 p.m. to 9 p.m. for dine-in, takeout and third-party delivery. Restaurants will operate regular hours on Christmas Eve, giving guests more ways to celebrate throughout the holiday season.
Available November 4, 2026, through January 26, 2027, the three-course holiday meal starts at $30 per person. The meal begins with a choice of Hot & Sour Soup, Egg Drop Soup or House Salad, followed by an entrée of Chang’s Spicy Chicken, Miso Glazed Salmon, Crispy Honey Shrimp, Mongolian Beef, Ma Po Tofu or Duck Fried Rice. Guests can upgrade to a premium entrée, including the Dashi Risotto with Hokkaido Scallops, NY Prime Strip Steak Tataki or Roasted Duck with Cherry Chutney, and finish with an individual dessert of Key Lime Pie, Red Velvet Cake or Chocolate Peanut Butter Cream Pie.
For gatherings at home or the office, P.F. Chang’s new Fire-Roasted Crispy Duck Catering Package feeds four to six guests and starts at $195. The package includes the Fire-Roasted Crispy Duck alongside Chicken Fried Rice, Chili Garlic Green Beans, and Crab Wontons.
Bringing the campaign’s inspiration to life, P.F. Chang’s will transform select restaurants with holiday light installations inspired by Japan’s winter illuminations. Each location will be draped in a warm, festive glow throughout the season, creating a picture-perfect backdrop for holiday dinners and photos with the people who make the year brighter.
P.F. Chang’s is giving guests a little extra to share this holiday season, with a $10 bonus reward for every $50 gift card purchase through December 29. To complete the gift, fortune cookie gift card holders are available for $2.99, or free with a gift card purchase of $100 or more.
For more information on P.F. Chang’s holiday menu, catering and restaurant locations, or to make a reservation near you, visit www.pfchangs.com. Follow @pfchangs on Facebook, Instagram and TikTok for seasonal updates, news, and more.
Please find photography HERE, and the campaign video can be viewed HERE.
Receive a $10 Bonus Reward for every $50 spent on P.F. Chang’s Gift Cards purchased online from 12/2/2026 through 12/29/2026. $10 Bonus Reward may be redeemed from 1/6/2027 through 3/31/2027 and is valid for the purchase of food and non-alcoholic beverages (excluding alcoholic beverages, gift card purchases, and gratuities) at participating P.F. Chang’s restaurants, excluding Puerto Rico, airport, international, P.F. Chang’s To Go, and Pagoda Asian Grill by P.F. Chang’s locations. $10 Bonus Reward may be used for eligible dine-in, takeout, and delivery orders (excluding orders made through third-party delivery services). $10 Bonus Reward may not be combined with any secondary offer, reward, or discount (including catering, bundles, Happy Hour specials, and Chang’s Ca$h rewards). $10 Bonus Reward has no cash value and is valid for one-time use only; limit one (1) $10 Bonus Reward redemption per guest check. No change or credit will be given if purchase of eligible products is less than $10. Guest is responsible for the remaining balance of purchase not covered by the $10 Bonus Reward. Offer subject to change. Void where prohibited by law. $10 Bonus Rewards are void if reproduced, sold, purchased, brokered, or bartered. Any Bonus Reward not redeemed during the redemption period is forfeited.
ABOUT P.F. CHANG’S
Founded in 1993 by Philip Chiang and Paul Fleming, P.F. Chang’s is the first internationally recognized, multi-unit Asian culinary brand to honor and celebrate the 2,000-year-old tradition of wok cooking as the center of the guest experience. With roots in Chinese cuisines, today’s menu invites discovery with unexpected flavor and hidden gems spanning all of Asia and honoring cultures and recipes from Japan, Korea, Thailand, and beyond. P.F. Chang’s makes elevated dining accessible and affordable with shareable and personal portions and fan-favorite specials. Worldwide, P.F. Chang’s operates over 300 restaurants in 23 countries and U.S. airport locations. For more news, visit pfchangs.com and follow @pfchangs on Facebook, Instagram, and TikTok.
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SOURCE P.F. Chang’s
