Iconic Asian culinary brand Lee Kum Kee has launched its first global brand campaign, FLAVOURS THAT BIND, alongside a new brand positioning: “Enabling Superior Experiences through Asian Cuisine.” The announcement marks a significant moment for the 137-year-old brand, renowned worldwide for its authentic Asian sauces and condiments.
The centrepiece of the campaign is a powerful brand film, which highlights the role of food in fostering connections and celebrating cultural heritage. Set against the backdrop of Lunar New Year traditions, the film showcases moments of togetherness, such as making dumplings with grandparents and sharing festive meals with friends and family. The campaign aims to inspire people globally to savour the richness of Asian cuisine and create lasting memories around the table.
Speaking on the launch, Jet Jing, CEO of Lee Kum Kee Sauce, said: “For 137 years, we’ve been dedicated to promoting Chinese culinary culture and advancing the global appreciation of Asian cuisine. With the growing international appetite for Asian flavours, music, and cinema, we’re seizing this opportunity to inspire creativity and foster connections through our new brand positioning.”
Championing Asian Culinary Culture
The FLAVOURS THAT BIND campaign reflects Lee Kum Kee’s commitment to preserving Asian culinary heritage while embracing its evolution on the global stage. Chief Marketing Officer Doreen Cheng explained, “Our campaign celebrates diversity, richness, and inclusiveness. Through this initiative, we aim to resonate universally with the traditions and togetherness embodied in Asian cuisine.”
The campaign is being rolled out across traditional and digital media platforms, with the evocative brand film set to appear on iconic landmarks in New York, London, Hong Kong, and Shanghai.
A Global Culinary Gateway
Founded in 1888, Lee Kum Kee began as a family business promoting authentic Chinese flavours. Its products became a symbol of home for immigrants who brought its sauces to the United States in the 1920s, helping shape Chinese-American cuisine and supporting culinary entrepreneurship. Today, the brand operates in over 100 countries, enabling professional and home chefs to explore and innovate with Asian flavours.
In June 2024, Lee Kum Kee further cemented its global standing by becoming the first Official Sauce and Condiment Partner of The World’s 50 Best Restaurants. The partnership underscores the brand’s mission to inspire culinary excellence and innovation.
As interest in Asian food continues to grow, Lee Kum Kee aims to remain at the forefront of this cultural conversation. By celebrating its heritage while inviting new audiences to explore the vibrant and expressive flavours of Asian cuisine, the brand positions itself as a global gateway to culinary culture.
Through its FLAVOURS THAT BIND campaign, Lee Kum Kee reaffirms its dedication to enabling superior culinary experiences and connecting communities worldwide through the shared language of food.
