Lee Kum Kee partners with UNESCO to preserve global food heritage

Lee Kum Kee has launched the “Forever flavours project” in partnership with UNESCO, inviting people from around the world to join a living archive of food memories and cultural stories.

In a world increasingly shaped by digital interactions, Lee Kum Kee believes that flavour is more than taste — it is memory, heritage, and the invisible thread that binds generations and communities.

Instead of just a campaign, it is a movement to preserve, carry on, and celebrate culinary heritage under the belief that every flavour carries a story. Whether it’s a father’s stew, a grandmother’s dumplings, or a friend’s loaf of bread, these stories are the taste of our time, and Lee Kum Kee is committed to curating and sharing them with the world.

Lee Kum Kee is evolving from a saucemaker to a cultural carrier, placing customers at the heart of everything it creates: from products to everyday interactions. The “Forever flavours project” is a testament to the brand’s commitment to honoring the connections that matter most. By partnering with UNESCO, the true champion of culinary culture preservation, Lee Kum Kee amplifies its vision to treasure people’s connections in a rapidly changing world.

The campaign invites everyone — home chefs, culinary enthusiasts, and families to share their food stories. Submissions will be celebrated equally, forming a global, inclusive archive of human food memories.

Starting from 20 January, Lee Kum Kee and UNESCO invite the world to contribute to the largest living, ever-evolving archive of flavours known to humankind.

The project is designed to be social-first, easy to join, and user-friendly, with participation through Lee Kum Kee’s official Instagram, Xiaohongshu, WeChat, and the Project website. Stories will be curated from diverse geographies and backgrounds, reflecting the universal power of flavour to connect and inspire.

Developed in collaboration with dentsu Hong Kong, it is a purposeful cultural initiative, backed by UNESCO, where Lee Kum Kee acts as a humble curator and facilitator. The movement is built on emotional authenticity, personal stories, and generational pride, transcending borders and cuisines. It is open to all who resonate with the idea that flavours can treasure past connections and build new ones.

“Our goal is to make participation instinctive, accessible, and meaningful. When people contribute their flavour stories, they’re not just sharing memories; they’re helping us preserve the world’s culinary heritage in a way that feels personal, inclusive, and truly global,” said Simon Cao, vice president, global brand development and communications, global marketing of Lee Kum Kee Sauce.

“Creativity has the power to preserve what matters. With the Forever flavours project, we’re helping Lee Kum Kee build a living archive that protects the stories, memories, and cultural connections carried through flavour. It’s a privilege for us to contribute to an initiative that goes beyond advertising — one that brings people together through something deeply human,” said Anna Wong, chief growth officer, Dentsu Creative Hong Kong.

MARKETING-INTERACTIVE has reached out to Lee Kum Kee for more information.

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