Lee Kum Kee taps top chefs for APAC brand push

Lee Kum Kee Sauce has rolled out a new integrated brand campaign featuring seven chefs across the APAC region, highlighting the brand's presence across a range of cuisines and cooking styles.

Also known as "Chosen by top chefs", the campaign highlights chefs who trust Lee Kum Kee's ability to enhance flavours and deliver balance and consistency, bringing out the best in both everyday dishes and signature creations across cuisines in the Asia Pacific region.

By bringing together leading chefs from South Korea, Singapore, India, Australia, Indonesia, and Hong Kong, China, the campaign aims to show how Lee Kum Kee supports them in crafting superb food for diners everywhere. It also aligns with the brand’s longstanding commitment to quality and culinary excellence.

The campaign features seven chefs across the region, including Lu Ching-lai of Netflix's Culinary Class Wars and founder of Seoul's Hong Bok Gak, alongside executive Lu Min; Lee Man Sing of Hong Kong's Mott 32 Group; Aaron Tan, who helms Singapore's Man Fu Yuan; India's chef Parvinder Singh Bali, an honorary doctorate recipient; Australia's MasterChef finalist Declan Cleary; and Indonesian celebrity chef Marinka, a MasterChef Indonesia judge.

In the “Top chefs know best. They choose Lee Kum Kee” (頂尖名廚共同推崇 首選李錦記) campaign video, the chefs share why their professional choice matters. They highlight the quality and craftsmanship behind Lee Kum Kee – a legacy refined since 1888 – and how it enhances dishes from across the region.

The chefs also reveal how Lee Kum Kee sauces influence their signature dishes, ranging from traditional to contemporary. Exclusive dishes featuring premium oyster sauce, supreme authentic first draw soy sauce and XO sauce underscore the brand's standing as the preferred choice among top chefs.

The campaign will roll out across APAC through brand-led storytelling, chef-driven content and social media competitions, with videos, recipes and cooking demos running across online and offline channels from social platforms to in-store displays. Alongside the campaign, Lee Kum Kee will also run the "Top chef challenge", a social media competition inviting home cooks to create dishes featuring a key ingredient and a Lee Kum Kee sauce chosen by the chefs.

Vincent Wong, president, APAC of Lee Kum Kee Sauce, said: "For 138 years, our '100-1=0' philosophy has driven one standard: every detail matters. That commitment to quality and consistency is why chefs and home cooks across the world trust us. The 'Chosen by top chefs' campaign affirms that standard, bringing the region's top chefs and home cooks in creating delicious moments every day.”

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

Don't miss: Lee Kum Kee partners with UNESCO to preserve global food heritage

As a long-established brand based in Hong Kong, Lee Kum Kee's products are available globally. The brand has been rolling out various initiatives to engage with international audiences. In February, for instance, it launched the "Forever Flavours Project"in partnership with UNESCO, inviting people worldwide to contribute to 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 was 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.

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