Lee Kum Kee, UNESCO team up for “Forever Flavors Project” to foster global connection through food

Beijing, China – Lee Kum Kee has partnered with UNESCO in an initiative to promote cross-cultural dialogue and preserving culinary traditions through the “Forever Flavors Project”. The social media campaign invites users to share their food stories with a global audience, reinforcing the role of cuisine in connecting with culture. The collaboration is guided by the objective to protect and celebrate culinary heritage that transcends geographical boundaries.

The campaign’s inaugural event brought together representatives from UNESCO, the Lee Kum Kee Group, and members of the media, including online influencers. Four guest speakers from diverse backgrounds took part in the ceremony, each sharing how food has shaped their lives and helped them stay connected to their cultural identities.

“This collaboration demonstrates how public-private partnerships can contribute meaningfully to cultural safeguarding when grounded in shared values, respect for heritage, and long-term commitment,” said Shahbaz Khan, director and representative of the UNESCO Regional Office for East Asia. 

The project is anchored on four key priorities—preserving culinary heritage, supporting emerging culinary talent, enabling cross-cultural dialogue, and engaging the public. Entries can be submitted through the project website, email, or the Chinese social media platform Xiaohongshu, also known as RedNote. Selected entries will be published on the official websites of UNESCO and Lee Kum Kee, with participants receiving a digital certificate in recognition of their contribution.

“From a single spoon of oyster sauce to becoming a beloved staple in households worldwide, we have maintained not only a consistent flavour but also a sense of familiarity and reassurance – preserving a ‘memory of flavour’,” said Daniel Shih, chief corporate affairs officer and general counsel of Lee Kum Kee Group. “This shared commitment to values has led to a meaningful collaboration between Lee Kum Kee and UNESCO.”