Lee Kum Kee and UNESCO Team Up to Launch the Forever Flavors Project

Introduction to the Forever Flavors Project

Peking, January 26, 2026 - Lee Kum Kee Sauce, a global leader in sauces and condiments, has announced a significant partnership with UNESCO (the United Nations Educational, Scientific and Cultural Organization) to launch the “Forever Flavors Project.” This initiative aims to collect and preserve food stories from around the globe in a new global archive of culinary memories. By utilizing the universal language of taste, the project seeks to foster intercultural dialogue and emotional connections while supporting the sustainable preservation of culinary heritage.

Launch Event and Objectives

The launch event in Beijing saw key figures such as Daniel Shih, Chief Corporate Affairs Officer and General Counsel of Lee Kum Kee, and Professor Shahbaz Khan, Director of the UNESCO Regional Office for East Asia, officiate the initiative. The collaboration focuses on four major areas: preserving culinary heritage, nurturing young culinary talents, establishing platforms for intercultural dialogue, and encouraging public participation. The overarching goal is to share and safeguard collective culinary memories across time and geographic boundaries.

From January 20, submissions for flavor memories are being accepted. Participants are invited to share their unique taste experiences via text, video, and photographs on platforms such as Xiaohongshu (Red) and Instagram, using the hashtags #ForeverFlavors and #忘不了的味道. Selected stories may be showcased on the official estates of UNESCO and Lee Kum Kee. Contributors will receive a digital certificate from UNESCO and Lee Kum Kee with a unique archival number, thus promoting the idea of sharing culinary legacies.

The Role of Food in Fostering Understanding

During the ceremony, Professor Khan highlighted food as a living heritage, embedding memory, identity, and emotion. He mentioned that food connects generations and plays a crucial role in promoting cultural identity and sustainable development. This partnership with Lee Kum Kee, known for its rich culinary craftsmanship and traditions passed through generations, exemplifies how public-private collaborations can protect cultural heritage through shared values and dedication.

Daniel Shih emphasized that since its founding in 1888, Lee Kum Kee has become integral to kitchens, dining tables, and daily family life. It has transformed a simple spoonful of oyster sauce into a symbol of familiarity and comfort, maintaining taste memories that resonate deeply with individuals and families across the globe.

Engaging Culinary Talents and Communities

The launch featured speeches from four guest speakers sharing poignant narratives tied to food and memory, including Vicky Cheng, chef-owner of WING, Yang Guang, food blogger, Xiao Yang, culture writer, and Sun Guoliang, a recognized traditional craftsman of Shaoxing cuisine. Their reflections ranged from familial recipes passed down through generations, flavors that quell homesickness, to the role of food in cultural identity and personal healing. Their stories punctuated the project's core message: taste anchors emotions.

Long-term Commitment to Heritage and Connection

Food is often the first perspective through which individuals experience the world and can also be a heartfelt means to forge friendships and deepen understanding. For 138 years, Lee Kum Kee has promoted the bond between taste and human connections, committed to delivering exceptional Asian culinary experiences globally. Through this collaboration with UNESCO, the aim is to utilize taste as a common language to foster practical intercultural dialogue.

The Forever Flavors Project is officially underway, welcoming individuals around the globe to share their stories and contribute to a rich archive of culinary memories.

About Lee Kum Kee

Founded in 1888 by the Lee family, now in its sixth generation, Lee Kum Kee aspires to be the most trusted company for a healthier and happier world well into the next millennium. The company began with a focus on sauces and has since diversified into traditional Chinese medicine and other sectors. Lee Kum Kee continues to expand its portfolio, currently employing over 9,000 individuals worldwide, committed to sustainable and innovative practices in its quest to enhance culinary culture.