Hong Kong-based food maker Lee Kum Kee has launched its 2025 Chinese New Year (CNY) campaign. What makes it stand out is that it is on a global scale. Titled “Flavors that Bind” (入情入味李锦记), the campaign appeals not only to the Chinese people and diaspora around the world but also to anyone who enjoys the flavours of Chinese cuisine.
The campaign’s online section is spearheaded by an 80-second video from the century-old brand that shows both CNY celebrations and the bonds people have and strengthen during the festive season. From family reunions in China and dumpling-making to Chinese restaurants in the West, the inclusive ad shows how Chinese food, especially Lee Kum Kee sauces, can be a big part of the celebrations at the Spring Festival, which is now a UNESCO intangible cultural heritage.
Offline, Lee Kum Kee brought out-of-home (OOH) ads to York, London, Shanghai and Hong Kong. The video is shown on large billboards in the cities, from busy shopping areas and landmarks like Times Square to Hong Kong International Airport.
Established in 1888, Lee Kum Kee entered the United States as early as the 1920s with Chinese immigrants. Now it is sold in over 100 countries in the world. Doreen Cheng, Lee Kum Kee’s Executive Vice President for Global Marketing states that the campaign aims to show how the brand presents Asian flavours in various and inclusive ways and brings these flavours to the global stage for families and chefs.
Lee Kum Kee is running several campaigns for this CNY, including a community event in Chengdu, where it sponsors a CNY dinner for community members. The brand also released a series of documentaries called ‘700,001 Dining Tables’ since the new year that explores food stories across China.
