Beloved brand unveils new global brand positioning at Chinese
New Year, highlighting the universal power of togetherness,
tradition, and shared culinary experiences
HONG
KONG, Jan. 29, 2025 /PRNewswire/ -- Iconic Asian
culinary brand Lee Kum Kee today introduced its new brand
positioning – "Enabling Superior Experiences through Asian
Cuisine" – and launched its first global brand campaign. The
centrepiece of the FLAVOURS THAT BIND campaign is an
impactful brand film that celebrates Lee
Kum Kee's values of culinary heritage and culture while
inviting the world to experience new traditions and togetherness at
Chinese New Year and beyond.
"Founded 137 years ago, Lee Kum
Kee remains true to its mission of promoting Chinese
culinary culture worldwide while advancing the reach and influence
of Asian cuisine to meet the growing global appetite for new and
exciting flavours. As Asian food, music, and cinema increasingly
resonate with people around the world, Lee
Kum Kee is seizing this moment to further champion Asian
culinary traditions and culture," Jet Jing, Chief Executive
Officer of Lee Kum Kee Sauce,
explains. "Through our new brand positioning, we aim to inspire
creativity and foster connections to enable superior experiences
for people everywhere through Asian cuisine."
The FLAVOURS THAT BIND film captures cherished moments
from Chinese New Year tables worldwide. From dumpling-making with a
much-loved grandmother to laughter and cheers with friends and
family, it celebrates the role of food in connecting generations
and communities. It is an invitation from Lee Kum Kee for everyone to savor the richness
of culture, reconnect over meals, and create memories that last a
lifetime.
"With the launch of our new brand campaign, Lee Kum Kee celebrates its evolution as a global
gateway to Asian culinary culture, representing the diversity,
richness, and expressivity of Asian flavours on a global stage,"
Doreen Cheng, Chief Marketing
Officer of Lee Kum Kee
Sauce, says. "For us, 'global' is not restricted to
geography – it's an attitude of authentic inclusiveness, where the
flavours, traditions, and togetherness we celebrate resonate
universally, this spirit is at the heart of our campaign. Through
the brand film, we aim to preserve our heritage while inspiring
chefs and food lovers to connect with Asian cuisine in meaningful
ways."
The FLAVOURS THAT BIND campaign is being rolled out from
today across traditional and social media platforms, with the
evocative brand film taking over global landmarks in New York, London, Hong
Kong and Shanghai.
With a richly flavourful heritage of 137 years, Lee Kum Kee is synonymous around the world with
the authentic tastes of Asia. In
the 1920s, it travelled alongside immigrants from China to the U.S., providing a taste of home
in an unfamiliar land and also enabling their entrepreneurial
dreams, with ingredients and sauces that were the building blocks
of modern Chinese-American cuisine. The brand continues to promote
culinary culture and support the global food industry's growth and
innovation to this day. In June 2024,
it became the first Official Sauce and Condiment Partner of The
World's 50 Best Restaurants.
As the conversation around Asian food and culture continues to
evolve, Lee Kum Kee aims to stay at
the forefront of this dialogue by celebrating Asian heritage while
welcoming new consumers to explore the vibrant and sensorial
flavours of Asian cuisine. With a growing presence in more than 100
countries and regions, Lee Kum Kee
remains a gateway for professional and home chefs alike to explore,
innovate, and create superior culinary experiences in kitchens and
restaurants worldwide.
Watch the FLAVOURS THAT BIND brand film
here.
ABOUT LEE KUM KEE
Lee Kum Kee is the global gateway
to Asian culinary culture, dedicated to promoting Chinese culinary
culture worldwide. Since 1888, it has brought people together over
joyful reunions, shared traditions, and memorable meals. Beloved by
consumers and chefs alike, Lee Kum
Kee's range of more than 300 sauces and condiments sparks
creativity in kitchens everywhere, inspiring professional and home
chefs to experiment, create, and delight. Headquartered in
Hong Kong, China and serving over
100 countries and regions, Lee Kum
Kee's rich heritage, unwavering commitment to quality,
sustainable practices, and "Constant Entrepreneurship" combine to
enable superior experiences through Asian cuisine for people
worldwide. For more information, please visit www.LKK.com.
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