As the conversation around Asian food and culture continues to evolve, Asian culinary brand Lee Kum Kee aims to stay at the forefront of this dialogue by celebrating Asian heritage while welcoming new consumers to explore the vibrant and sensorial flavors of Asian cuisine.
With a growing presence in more than 100 countries and regions, Lee Kum Kee remains a global gateway for professional and home chefs alike to explore, innovate and create superior culinary experiences in kitchens and restaurants worldwide.
Lee Kum Kee this week introduced its new brand positioning — “Enabling Superior Experiences through Asian Cuisine” — and launched its first global brand campaign. The centerpiece of the FLAVORS THAT BIND campaign is a brand film that celebrates Lee Kum Kee’s values of culinary heritage and culture while inviting the world to experience new traditions and togetherness at Lunar New Year and beyond.
“Founded 137 years ago, Lee Kum Kee remains true to its mission of promoting Chinese culinary culture worldwide while advancing the reach and influence of Asian cuisine to meet the growing global appetite for new and exciting flavors. As Asian food, music, and cinema increasingly resonate with people around the world, Lee Kum Kee is seizing this moment to further champion Asian culinary traditions and culture,” Jet Jing, Chief Executive Officer of Lee Kum Kee Sauce, explains. “Through our new brand positioning, we aim to inspire creativity and foster connections to enable superior experiences for people everywhere through Asian cuisine.”
Check out the brand film below.
