Lee Kum Kee reignites passion for seafood cooking with new soy sauce

Lee Kum Kee has unveiled a new campaign introducing its supreme authentic first draw seafood soy sauce, reigniting home cooks' passion for seafood.  

This comes as the brand realised seafood has always held a special place in Hong Kong’s culinary heritage. Whether it is steamed, stir-fried, or served chilled, freshness is of utmost importance, as is selecting the right seasoning to enhance its natural flavours. 

Given the delicate nature and high value of most seafood ingredients, cooks should never compromise on flavour by using inferior sauces. That’s where Lee Kum Kee’s new soy sauce (李錦記頭道原釀海鮮頭抽) comes in.  

This innovative product claims itself to be the first of its kind, infused with abalone essence and crafted through a traditional first-draw fermentation process. 

Running from April until May 2025, the campaign includes a 20-second TV commercial, which aims to introduce and raise awareness of the product and its unique value proposition; expand usage occasions beyond traditional steamed fish soy sauces; as well as reinforce Lee Kum Kee’s leadership in the premium first draw category. 

Done in partnership with media agency Wavemaker Hong Kong and creative agency Hungry Digital, the campaign targets home cooking connoisseurs aged between 25 and 45 who seek premium yet convenient solutions for seafood preparation. It also targets individuals who have high standards for flavour and ingredients and appreciate the craft behind traditional soy sauce brewing. 

The video aims to break the stereotype that steamed fish soy sauce is often only linked to seafood, while home cooks frequently rely on it for steaming but seldom utilise it for stir-frying, marinating, or dipping, which limits its potential. 

At the heart of the campaign is the idea of “head start to supreme freshness”, which aims to highlight the complex flavours and versatility of this abalone-infused first draw soy sauce, enabling home chefs to maximise the potential of their seafood dishes across various cooking styles. 

The campaign positions Lee Kum Kee’s new soy sauce as the essential all-rounder for seafood cooking. “It’s not just a seasoning; it’s a premium enhancer that elevates the natural umami and depth of seafood, regardless of how it’s prepared,” said Lee Kum Kee.  

The campaign brings this concept to life through cinematic storytelling and enticing food visuals. Each scene captures a moment of transformation—when simple ingredients become gourmet-level seafood dishes, elevated by a single pour of first draw seafood soy sauce.  

To amplify the campaign, online video and display ads have been launched, as well as out-of-home ads on bus bodies and at MTR stations. Recipe and content collaborations with foodie influencers were also initiated, as well as in-store point-of-purchase to drive footfall. 

Jenmei Tam, associate marketing director, Hong Kong retail, Lee Kum Kee, said: “With an exceptional taste profile and quality, First Draw Soy Sauce has experienced rapid growth like never before. Now, we're expanding our portfolio with the introduction of the new First Draw Seafood Soy Sauce, specially crafted for seafood dishes. Undergoing traditional fermentation and infused with abalone extract, this soy sauce brings the umami and freshness of seafood to the forefront of your dishes.”

Rudi Leung, founder, Hungry Digital, said: “Lee Kum Kee has not only launched a new product but has also created a new language for seafood enthusiasts—one that communicates through umami and elegance, layer by layer, dish by dish, and drop by drop. Our task was to help people see, hear, and feel this new experience.” 

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