#China #Beijing #UNESCO #Lee Kum Kee #culinary heritage

Lee Kum Kee Teams Up with UNESCO for the Forever Flavors Project

On January 28, 2026, Lee Kum Kee Sauce, a renowned leader in sauces and condiments, announced a significant partnership with UNESCO during a ceremonial event in Beijing, marking the inauguration of the "Forever Flavors Project." This ambitious initiative is set to create a global archive of culinary memories, aimed at collecting narratives surrounding food from around the globe, thereby fostering intercultural dialogue and preserving culinary heritage for future generations.

The Forever Flavors Project aspires to act as a bridge between cultures through the shared experience of food. By inviting individuals to share personal and community stories related to flavors, it encourages emotional connections and meaningful exchanges across diverse cultures. The overarching goal is to safeguard and showcase collective food memories that transcend geography and time.

A Global Call for Flavor Memories

The collaboration between Lee Kum Kee and UNESCO will focus on four key areas: preserving culinary cultural heritage, nurturing young culinary talent, creating platforms for intercultural dialogue, and promoting public engagement. The flagship initiative, the Forever Flavors Project, kicked off with calls for submissions starting January 20, 2026. Participants worldwide are encouraged to share their flavor stories through texts, videos, and photographs, using the hashtags #ForeverFlavorsProject and #忘不了的味道 on platforms like RedNote (Xiaohongshu), Instagram, and WeChat as well as the official UNESCO website. Selected contributions will be showcased on both Lee Kum Kee's and UNESCO's official platforms, with each contributor receiving a unique digital certificate marking their participation in this global culinary narrative.

At the launch, influential figures shared their own flavor stories, highlighting the project's essence through personal anecdotes connected to food. Notable speakers included Daniel Shih, Chief Corporate Affairs Officer at Lee Kum Kee, and Professor Shahbaz Khan, Director of the UNESCO Regional Office for East Asia. These speeches underscored the project's impact on cultural identity, emotional well-being, and the essential role food plays in bridging generational gaps.

A Taste of Cultural Understanding

Professor Shahbaz Khan emphasized the concept of food as a living heritage that embodies memory, identity, and emotion. He stated, "Food serves as a vital link across generations and is essential for promoting cultural identity and sustainable development." He expressed his excitement for the partnership with Lee Kum Kee, recognizing the brand’s deep-rooted connection to culinary art and traditions passed down through generations. This collaboration serves as a testament to the potential of public-private partnerships in preserving culture based on shared values and a long-term commitment to heritage.

Daniel Shih remarked on Lee Kum Kee's longstanding legacy since its inception in 1888, stating, "We have preserved not only consistent flavor but also a sense of familiarity and assurance for families worldwide. Our collaboration with UNESCO strengthens our commitment to cultural heritage through shared values."

The event featured stories from prominent culinary figures, including Vicky Cheng, an executive chef and owner of WING, along with others who spoke on the importance of familial recipes, the flavors that alleviate homesickness, and food’s role in shaping cultural identity and personal healing. These narratives aligned with the project's mission to create lasting memories rooted in emotional experiences.

A Future Commitment to Heritage and Connection

Food is often the primary lens through which people view the world, providing a direct and heartfelt method for establishing friendships and mutual understanding. With a strong belief in the bond between flavor and human connection, Lee Kum Kee is dedicated to creating exceptional Asian culinary experiences worldwide. The partnership with UNESCO is a step towards utilizing flavor as a common language to promote intercultural dialogue in everyday life.

The Forever Flavors Project is now officially open for participation, inviting everyone to share their unique stories and contribute to an archive of flavor memories.

About Lee Kum Kee Group

Founded in 1888, Lee Kum Kee Group has evolved throughout six generations, aiming to be the most trusted company for a healthier and happier world for over a thousand years. Initially focused on sauces, the group is now also involved in Chinese traditional medicine and other diverse investment initiatives. The company employs over 9,000 individuals worldwide.

About Lee Kum Kee Sauce

Lee Kum Kee Sauce serves as a gateway to Asian culinary culture, committed to enhancing Chinese culinary culture around the globe. With over 300 sauces and condiments, the brand continues to inspire both chefs and home cooks with creative culinary experiences while maintaining a strong commitment to quality and sustainability.

About UNESCO

Established in 1945, UNESCO works to strengthen the bonds of humanity through education, science, culture, and communication, contributing to a more equitable and peaceful world. Its initiatives focus on addressing contemporary challenges while protecting heritage and promoting biodiversity.