Tag: Lee Kum Kee

U.S.A – Lee Kum Kee has teamed up with Grey Hong Kong to launch its first-ever U.S. campaign, aiming to build brand awareness and highlight the multilayered flavours of its signature Chili Crisp Oil to American audiences.

Titled ‘Deliciously Complicated,’ the campaign introduces U.S. audiences to the layered flavours of Lee Kum Kee’s Chili Crisp Oil and how it can enhance simple meals.

The campaign video opens with the question, “What’s this?” and answers with, “It’s complicated.” It takes viewers through the product’s layers, from crispy chili to savoury sesame, highlighting its ability to add depth to everyday dishes.

Lee Kum Kee and Grey Hong Kong have focused on platforms like Connected TV, YouTube Pre-roll, and Walmart.com to increase visibility and engagement. Additional visuals and digital banners encourage audiences to share their interpretations of the product’s complex flavour.

Elaine Thai, vice president of marketing at Lee Kum Kee U.S., shared, “For over a century, Lee Kum Kee has brought authentic Asian flavours to kitchens worldwide. Chili Crisp Oil builds on that legacy with a flavour profile that is anything but ordinary. This campaign invites U.S. audiences to discover its layers and elevate their everyday meals.”

This marks Lee Kum Kee and Grey Hong Kong’s first multilayered U.S. campaign. Their collaboration began with successful campaigns in Hong Kong, including the ‘Instant Noodles Launch’ and ‘Yummy Convenience Store’ pop-up, leading to their first U.S. partnership. 

With over 135 years of history and 30 years of experience with Chili Crisp Oil, Lee Kum Kee emphasised that the product’s complexity should be the focus for this new campaign.

“Lee Kum Kee Chili Crisp Oil is all about layers. Each taste adds something unique and brings texture, depth, and surprises with every bite. Like a good wine or highly rated coffee, it has complicated flavours authentic to their heritage, which inspired the campaign’s creative direction,” said Rick Kwan, executive creative director of Grey Hong Kong. 

“Deliciously Complicated’ embraces the idea that some things shouldn’t be simplified. The richness of Chili Crisp Oil isn’t just about good; it’s about creating an experience that encourages curiosity and embraces a taste journey,” added Kwan. 

As part of the campaign, Lee Kum Kee’s Chili Crisp Oil is now available at Walmart, both in over 2,600 stores and online.

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.”

Kuala Lumpur, Malaysia – In terms of which brands in the Malaysian market lead the seasoning, dressings and sauces market, they would be Nestle, Lee Kum Kee and Mars Incorporated. This is according to the latest data released by global data and analytics company GlobalData.

According to the report, the Malaysian seasonings, dressings and sauces market is projected to grow from MYR2.2b (US$527.4m) in 2021 to MYR2.7b (US$664m) by 2026 at a compound annual growth rate (CAGR) of 4.5% over the five-year period of 2021 to 2026.

It also noted that the per capita expenditure on seasonings, dressings and sauces in Malaysia increased from US$6.4 in 2016 to US$7.8 by 2021, and is further forecast to reach US$9.4 by 2026, which will be higher than the regional average of US$9.1, and lower than the global average of US$13.8.

In terms of where these products are distributed, hypermarkets and supermarkets were the leading distribution channel in the Malaysian seasonings, dressings and sauces sector in 2020, followed by convenience stores, and F&B specialists.

For Siddhartha Rodrigues, consumer analyst at GlobalData, the rise in home cooking since the onset of COVID-19 is driving the demand for seasonings, dressings and sauces, which serve as cooking sauces, table sauces, and as ready-to-consume table dips. He added that consumers are looking for high quality products in convenient formats that can easily endow the flavour of restaurant-quality dishes to home-cooked meals and snacks

“As the pandemic wanes, consumers are poised to venture out of their homes more frequently. Owing to their hectic lifestyles, young consumers are seeking healthier seasonings, dressings & sauces with novel flavours in convenient formats that can help them reduce the time spent in preparing and cooking dishes at home,” he said.

Rodrigues added, “They are seeking traditional and innovative flavours that can elevate the taste of home-cooked dishes and snacks and enhance the overall at-home consumption experience. Manufacturers need to expand their product portfolio with multiple flavours to meet the varying demands of consumers.”