#USA #New York #Lee Kum Kee #Asian Cuisine #Global Campaign

Lee Kum Kee Launches Global Campaign 'Flavors That Bind' to Promote Asia's Culinary Heritage

On January 29, 2025, Lee Kum Kee, the iconic Asian culinary brand known for its authentic sauces and condiments, officially kicked off a global campaign titled 'Flavors That Bind'. This initiative aims to celebrate Asian cuisine and culture during the Chinese New Year, emphasizing the importance of togetherness, tradition, and shared culinary experiences.

New Brand Direction

This campaign marks a significant shift in the brand's global positioning, which focuses on 'Enabling Superior Experiences through Asian Cuisine'. The company is dedicated to promoting Chinese culinary culture around the world while responding to the increasing global demand for exciting and diverse taste experiences. As Jet Jing, CEO of Lee Kum Kee Sauce, stated, "Asian food, music, and cinema are gaining popularity worldwide, and Lee Kum Kee seeks to further spread the culinary traditions and cultures of the region."

A Cinematic Journey of Togetherness

The centerpiece of the 'Flavors That Bind' campaign features an impressive film that showcases the rich culinary traditions associated with the Chinese New Year. The film captures heartwarming moments around festive tables across the globe—from preparing dumplings with beloved grandmothers to joyous celebrations among friends and families. Through these scenes, the film highlights how food plays a crucial role in bringing generations and communities together, inviting everyone to share in the wealth of Asian culture and the memories that last a lifetime.

Doreen Cheng, Marketing Director of Lee Kum Kee, explains the essence of their campaign: "Going 'global' isn’t just about geography for us; it’s about the authenticity of experiences, where flavors, traditions, and human connections resonate with everyone. That’s the core of our campaign. We aim to remind people of Asia's rich heritage while inspiring chefs and food lovers to embrace its unique recipes."

Where and How to Experience

Starting today, the 'Flavors That Bind' campaign will roll out on various traditional and social media platforms, with the central film set to be screened at prominent locations in cities like New York, London, Hong Kong, and Shanghai.

Lee Kum Kee has maintained its authenticity for 137 years and is synonymous with the savory flavors of Asia. The brand has a rich history, dating back to the early 20th century, when its products traveled with Chinese immigrants to the United States, providing a taste of home in an unfamiliar land. Lee Kum Kee has since been a vocal advocate for culinary culture and innovation in the global food industry, becoming the first official partner for sauces and condiments in the World's 50 Best Restaurants list in June 2024.

Promoting Asian Culinary Heritage

As culinary discussions around Asian food and culture continue to evolve, Lee Kum Kee positions itself at the forefront. The brand encourages consumers to explore the delightful flavors of Asian cuisine. Operating in over 100 countries and regions, Lee Kum Kee serves as a gateway for both professional and home cooks, creating opportunities for extraordinary culinary experiences—whether in family kitchens or world-renowned restaurants.

Watch the 'Flavors That Bind' film here.

About Lee Kum Kee

Founded in 1888, Lee Kum Kee is committed to promoting Chinese culinary traditions worldwide. Through incredible gatherings, celebrations of shared traditions, and unforgettable culinary experiences, the brand proudly offers over 300 sauces and condiments that inspire creativity in kitchens around the world. With headquarters in Hong Kong, Lee Kum Kee distributes its products to over 100 countries and regions, ensuring that everyone can savor authentic Asian culinary experiences.