The Lee Kum Kee brand is increasing its brand building and commercial transformation, committed to becoming an excellent creator of Asian cuisine. We upgrade the consumer insights: Being people-oriented, deeply exploring what consumers think, say, feel, do, and buy, and promoting product innovation.

The brand proposed the plan of “Lee Kum Kee makes the Chinese New Year more flavorful” in 2024, which will been implemented as the core concept of the Chinese New Year for several years. The brand film triggered emotional resonance, became the explosive point.

Lee Kum Kee is a well-known worldwide 'seasoning sauce' brand. The brand has created a special brand film for Chinese New Year to celebrate the dedicated chefs—the unsung heroes—whose hard work and commitment make the Chinese New Year reunion dinner truly exceptional. The film highlights six individuals from various parts of the world, each representing a unique city: New York, Kuala Lumpur, Hong Kong, Shanghai, Harbin, and Chongqing.

At the beginning of the 2024, the brand proposed the plan of "Lee Kum Kee makes the Chinese New Year more flavorful", which has been implemented as the core concept of brand for several years. And in the first year of the brand's launch, with a New Year sentiment blockbuster as the explosive point, it triggered emotional resonance across the entire platform, ignited discussions across the internet.

During the Chinese New Year promotion period, the film received nearly 100 million exposure across all platforms and received nearly 4 million interactions (comments, shares, likes, etc.).