Richmond-based T&T Supermarkets has hired the director of "Kim's Convenience" as its new creative director.
Justin Wu, an award-winning photographer, directed the popular sitcom "Kim's Convenience," a CBC show that is streamed internationally through Netflix.
He joined the largest Canadian Asian supermarket chain in late November 2022 and will be working to introduce the Asian food culture to the public through "entertaining content," according to T&T Supermarket in a media statement.
"I've always believed that food and cuisine bring people together," said Wu in the statement.
"Spending time with my family, I have rediscovered a passion for my heritage, and this new role with T&T allows me to share a food discovery journey and celebrate Asian excellence using a fresh artistic approach."
The Toronto-born filmmaker added that to do so, he will be creating content that "uplifts the community" by featuring T&T experts, local chefs and special guests.
Tina Lee, CEO of T&T Supermarkets, described Wu as a talented and accomplished individual and a "professional storyteller."
"T&T is full of special people, products and recipes, and I've been looking for a way to bring these stories to a wider audience," said Lee, adding that there was no better way to do so than to work with Wu.
Wu is a world-renowned fashion photographer and has worked with Vogue, Elle and GQ. He later transitioned into filmmaking and directing.
Throughout his career, Wu has worked with several brands and stars including Dior, Adidas, Coach, L'Oreal Paris, Selena Gomez, Victoria Beckham and Simu Liu.
He has an impressive list of industry accolades including the 2020 Power of Purpose Award for a campaign he co-founded for the United Nations. He also won a Fan Favourite award at the Toronto International Film Festival as well as an Emerging Director award at an Academy Qualifying Film Festival.
He recently won the 2022 Image Maker of the Year award for his contributions to Canada's arts community.