Hong Kong – For the first time in its 137-year history, Hong Kong-based Lee Kum Kee has launched a global brand campaign, celebrating the universal power of togetherness, tradition, and shared culinary experiences that transcend borders and generations.
In collaboration with DDB Group Hong Kong, Lee Kum Kee’s global campaign seeks to strengthen its connection with an expanding international customer base while attracting new audiences worldwide.
Titled ‘FLAVORS THAT BIND,’ the campaign pays tribute to the brand’s cultural significance, emphasising its role in bringing people together—not just around the table, but across generations and continents—through its diverse range of Chinese and Asian sauces and seasonings.
Lee Kum Kee launched its campaign during Lunar New Year, a time of global gatherings over traditional dishes, to celebrate Asian culture and values. The campaign film highlights how meals with Lee Kum Kee sauces foster deeper connections through shared traditions and heritage.
The brand film is supported by Lee Kum Kee’s largest media investment to date, featuring prominent placements on digital billboards in New York’s Times Square, London’s Outernet, Shanghai No.1 Department Store, and Hong Kong International Airport, along with extensive online and social media coverage.
Additionally, Lee Kum Kee has also partnered with FleishmanHillard offices in Hong Kong, Shanghai, London, and New York for global PR; Cedar HK for content management; and Havas Hong Kong for media to ensure the campaign resonates with a worldwide audience.
Doreen Cheng, chief marketing officer at Lee Kum Kee Sauce, said, “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 expressivity of Asian flavours on a global stage.”
“For us, ‘global’ is not restricted to geography—it’s an attitude of authentic inclusiveness, where the flavours, 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 food lovers to connect with Asian cuisine in meaningful ways,” Cheng added.
Adrian Ts’o, chief strategy officer at DDB Group Hong Kong, also shared, “It’s not every day you get the brief to take a homegrown Hong Kong brand to the world. This is exactly the kind of work we aspire to do more of. Our city and region have so much to offer, and it’s an exciting new era for Lee Kum Kee. We look forward to showcasing this phenomenal brand to audiences across the globe.”
