Lee Kum Kee and UNESCO Join Forces for Global Flavor Preservation Initiative

Lee Kum Kee and UNESCO Join Forces

In a remarkable initiative that blends culinary heritage with cultural dialogue, Lee Kum Kee, a leader in sauces and condiments, has announced its partnership with UNESCO to unveil the "Forever Flavors Project". This project aims to gather food stories from around the globe, creating an archive of flavor memories that transcend time and borders.

On January 28, 2026, a launch ceremony was held in Beijing, featuring prominent figures such as Simon Cao, the Vice President of Global Brand Development and Communications at Lee Kum Kee, and Professor Shahbaz Khan from UNESCO’s Regional Office for East Asia. The event not only marked the partnership but initiated a call to action for people worldwide to share their stories of taste—be it personal, familial, or community memories.

The Essence of Flavor and Cultural Connection

At the heart of the Forever Flavors Project lies the fundamental belief that food acts as a bridge connecting diverse cultures. As stated by Professor Khan, food embodies living heritage filled with memories, identities, and emotions. It creates essential links between generations and is crucial to the preservation of cultural identity and sustainable development.

Daniel Chia Shih, Chief Corporate Affairs Officer of Lee Kum Kee, expressed gratitude towards UNESCO, highlighting the company's long-standing commitment to preserving culinary traditions and promoting a shared understanding of food, representing years of family recipes passed through generations. The project serves as a significant platform promoting intercultural dialogue based on shared values of heritage and respect.

The Global Call for Flavor Memories

Starting January 20, the Forever Flavors Project invites contributions from individuals around the globe. Participants are encouraged to submit their flavor stories through various platforms, including RedNote (Xiaohongshu), Instagram, and UNESCO's official site. The submissions, coupled with hashtags like `#ForeverFlavorsProject`, will be curated and may even be featured on official UNESCO and Lee Kum Kee platforms. Contributors will receive a digital certificate reflecting their unique archival submission number, symbolizing their contribution to this global culinary archive.

The launch event also featured guest speakers who shared poignant stories about the role of food in shaping cultural identities and healing personal wounds. Their anecdotes illustrated how tastes can be deeply tied to emotions and memories, reinforcing the project's core idea that culinary experiences can anchor feelings across generations.

Building a Sustainable Future Through Flavor

Lee Kum Kee, enriched with a legacy since 1888, aspires to connect people through the joy of eating and cooking. They believe in the power of flavor to form friendships and deepen understanding among cultures. Through the Forever Flavors Project, the company seeks to foster intercultural exchanges that resonate with everyday living and cooking practices.

The collaboration with UNESCO stands on four main pillars: preserving culinary cultural heritage, nurturing young culinary talents, creating platforms for intercultural dialogue, and encouraging public participation. This holistic approach aims to safeguard and share collective memories of food that extend beyond geographical and temporal boundaries.

With the Forever Flavors Project now officially launched, Lee Kum Kee warmly invites people from around the world to share their unique stories, thus contributing to a global conversation that celebrates the beauty of culinary diversity and heritage.

About Lee Kum Kee

Lee Kum Kee was founded in 1888 by the Lee family and has reached its sixth generation. The company's vision is to be the most trusted business for a healthier and happier world, even after a thousand years! Lee Kum Kee Group has diversified beyond just sauces to include traditional Chinese medicine and venture capital investments, creating a robust portfolio that spans various sectors. They currently employ over 9,000 people worldwide, reinforcing their commitment to culinary excellence and cultural exchange.

For further details, visit Lee Kum Kee and engage in this vibrant culinary journey that spans cultures and generations.