The Beloved brand unveils its new global positioning on the occasion of the Lunar New Year,
highlighting the universal power of conviviality, tradition and shared culinary experiences
HONG KONG, January 22, 2025 /PRNewswire/ — Lee Kum Kee, iconic Asian culinary brand, today introduced its new brand positioning – “Enabling superior experiences through Asian cuisine” – and launched its first global brand campaign. The centerpiece of the FLAVORS THAT CONNECT is an impactful brand film that celebrates Lee Kum Kee’s values of culinary heritage and culture while inviting the world to discover new traditions and conviviality during the Lunar New Year and beyond.
“Founded 137 years ago, Lee Kum Kee remains true to its mission of promoting Chinese culinary culture worldwide while strengthening the reach and influence of Asian cuisine to meet the growing global appetite for new and exciting flavors. As Asian cuisine, music and cinema increasingly resonate with people around the world, Lee Kum Kee seizes this moment to further champion Asian culinary traditions and culture,” Jet Jing, Chairman and CEO of Water, cum and sauceexplain. “Through our new brand positioning, we aim to inspire creativity and foster connection to enable people around the world to enjoy superior experiences through Asian cuisine. »
THE FLAVORS THAT CONNECT the film captures the precious moments of Lunar New Year tables around the world. From making ravioli with a beloved grandmother to laughing and cheering among friends and family, it celebrates the role of food in connecting generations and communities. It is an invitation to Lee Kum Kee so everyone can savor the rich culture, reconnect over meals and create memories that will last a lifetime.
“With the launch of our new brand campaign, Lee Kum Kee celebrates its evolution as a global gateway to Asian culinary culture, representing the diversity, richness and expressiveness of Asian flavors on the global stage, ” Doreen Chengmarketing director of Water, cum and saucesaid. “For us, ‘global’ is about more than geography – it’s an attitude of authentic inclusion, where the flavors, traditions and togetherness we celebrate resonate universally. This spirit is at the heart of our campaign. Through the brand film, we aim to preserve our heritage while inspiring chefs and foodies to meaningfully connect with Asian cuisine.
THE FLAVORS THAT CONNECT The campaign is rolling out from today across traditional and social media platforms, with the evocative brand film taking over global landmarks in new York, London, Hong Kong And Shanghai.
With a richly flavorful heritage spanning 137 years, Lee Kum Kee is synonymous throughout the world with the authentic tastes of Asia. In the 1920s, he traveled alongside immigrants who came China in the United States, giving them a taste of home in an unfamiliar land and also allowing them to realize their entrepreneurial dreams, with ingredients and sauces that were the building blocks of modern Chinese-American cuisine . The brand continues today to promote culinary culture and support the growth and innovation of the global food industry. In June 2024it has become the first official sauces and condiments partner of the 50 best restaurants in the world.
As the conversation around Asian cuisine and culture continues to evolve, Lee Kum Kee aims to stay at the forefront of this dialogue by celebrating Asian heritage while inviting new consumers to explore the vibrant and sensory flavors of Asian cuisine. With a growing presence in more than 100 countries and regions, Lee Kum Kee remains a global gateway for professional chefs and home chefs to explore, innovate and create superior culinary experiences in kitchens and restaurants around the world.
Look at it FLAVORS THAT CONNECT branded film here.
YouTube: Flavors that bind | Lee Kum Kee
Facebook: https://www.facebook.com/leekumkee.jp
Instagram: https://www.instagram.com/leekumkee.jp/?locale=ja_JP
Twitter: https://x.com/leekumkeejp
Please download high resolution photos here.
ABOUT LEE KUM KEE
Lee Kum Kee is the global gateway to Asian culinary culture, dedicated to promoting Chinese culinary culture around the world. Since 1888, it has brought people together around joyful reunions, shared traditions and memorable meals. Appreciated by consumers and chefs, Lee Kum Kee’s A range of more than 300 sauces and condiments sparks creativity in kitchens around the world, inspiring professional and home chefs to experiment, create and delight. Based in Hong Kong, China and serving more than 100 countries and regions, Lee Kum Kee’s A rich heritage, an unwavering commitment to quality, sustainable practices and “constant entrepreneurship” combine to enable people around the world to enjoy superior experiences through Asian cuisine. For more information, please visit www.LKK.com.
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SOURCE Lee Kum Kee
