Hong Kong – Lee Kum Kee has relaunched its premium oyster sauce with a campaign aimed at reintroducing its relevance to younger home cooks while highlighting the brand’s century-long heritage of craftsmanship.
While Lee Kum Kee has long been a household name for home-cook sauces across many markets, its oyster sauce—though a flagship product—has become a kitchen staple that is rarely reconsidered beyond its usual uses. Among younger home cooks, awareness of its versatility has narrowed, and with the Original Oyster Sauce absent from advertising for decades, the brand saw an opportunity to reintroduce it with renewed relevance.
Revolving around the theme, “A Century of Craftsmanship, Boundless Umami. 百年工藝 百般鮮味”, the campaign aims to make the ‘invisible staple’ visible again by highlighting the craft behind its umami and the many ways it can elevate everyday meals.
The campaign focuses on three objectives: re-establishing oyster sauce as an essential everyday ingredient for an instant umami lift, expanding perceptions of its versatility—particularly among younger home cooks aged 30 and above—and premiumising the brand by spotlighting Lee Kum Kee’s heritage craftsmanship as the reason for its distinctive taste.
In the campaign, Lee Kum Kee positions oyster sauce as the quickest way to boost umami in daily cooking, uses “a century of craft” as proof rather than nostalgia, and demonstrates its ability to enhance a wide variety of meals, encouraging more natural usage.
The campaign rolled out across Hong Kong, Macau, Taiwan, and Singapore in collaboration with creative agency Hungry Digital and media agency Wavemaker.
A 30-second craft-forward hero film connects time-honoured production with instant payoff in the pan, showing how a single dash can deepen flavour across generations. Social-first content features everyday meal ideas built around the concept of ‘instant umami uplift’, while 12-sheet and digital billboards highlight bold visuals of the sauce and food transformation, pairing craft cues with simple copy that reinforces its premium quality and versatility.
Erin Lee, general manager at Lee Kum Kee (Hong Kong, Macau, and Taiwan), said, “With over a hundred years of heritage and craftsmanship, Lee Kum Kee’s iconic Premium Oyster Sauce has become the irreplaceable sauce for creating delicious moments every day in millions of families. We’re delighted to see that across generations, more families are using oyster sauce than before.”
