top of page
LEE KUM KEE
2025 GLOBAL CHINESE NEW YEAR
FLAVOR THAT BIND
Lee Kum Kee connects people not just over the table, but through generations and across continents, and this is the concept behind the new campaign, “FLAVORS THAT BIND”, with an important nod to the brand’s cultural significance.
The delicious meals with Lee Kum Kee sauces may appear to be people connecting over food, it’s actually a stronger connection through culture and values that unites them.





bottom of page