Hong Kong: Lee Kum Kee Sauce, the global Asian sauces and condiments brand, has launched its new integrated brand campaign, ‘Chosen by Top Chefs’, across the Asia-Pacific region. The campaign brings together seven renowned chefs from across APAC to highlight their preference for Lee Kum Kee across diverse cuisines and cooking styles.
The campaign features chefs from South Korea, Hong Kong, China, Singapore, India, Australia and Indonesia, showcasing how they use Lee Kum Kee sauces to enhance flavours while maintaining balance and consistency across everyday dishes and signature creations.
The participating chefs include Chef Lu Ching-lai, participant in Netflix’s Culinary Class Wars and founder of Hong Bok Gak, and Chef Lu Min, Executive Chef at Hong Bo Gak, from South Korea; Chef Lee Man Sing, Executive Chef at Mott 32 Group, from Hong Kong; Chef Aaron Tan, Executive Sous Chef and Executive Chinese Chef at Frasers House and chef at Man Fu Yuan, from Singapore; Chef Parvinder Singh Bali from India; Chef Declan Cleary, third-place finalist in MasterChef Australia Season 15; and Indonesian celebrity chef Marinka.
Through the campaign video, Top Chefs Know Best. They Choose Lee Kum Kee, the chefs share their preferred Lee Kum Kee sauces and the role they play in their signature dishes. The campaign features dishes using products including Premium Oyster Sauce, Supreme Authentic First Draw Soy Sauce and XO Sauce.
“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 with home cooks in creating delicious moments every day,” said Vincent Wong, President – APAC of Lee Kum Kee Sauce.
The campaign will roll out across APAC through brand-led storytelling, chef-driven content and social media competitions. Videos, recipes and cooking demonstrations will be distributed through online and offline channels, including social media platforms and in-store displays.
As part of the initiative, Lee Kum Kee will also introduce the ‘Top Chef Challenge’, a social media competition inviting home cooks to create dishes using a key ingredient and a Lee Kum Kee sauce selected by the participating chefs.
The campaign reinforces Lee Kum Kee’s positioning around quality and culinary excellence while bringing professional chefs and home cooks together through Asian-inspired cooking.
