With TBWA Hong Kong, the brand jumps on the kawaii cooking trend for a global campaign.
Nearly 50 aspiring young chefs from seven countries in Asia participated in a two-day regional Chinese culinary challenge sponsored by Lee Kum Kee. Themed ‘Legacy and passion: A new page in Chinese culinary art ’, the event took place at the Chinese Cuisine Training Institute in Hong Kong on 5 and 6 March. The century-old sauce brand organised the event to elevate industry standards and promote Chinese cuisine.
ASIA-PACIFIC - How does a European tradition market itself to an Asian consumer base? Are cruise holidays outdated, or have disasters made holidaymakers more hesitent to book ocean voyages? We ask Italian cruise company Costa Crociere’s marketing director for Asia-Pacific about the challenges.
SHANGHAI - Healthcare brand Infinitus, part of Chinese food manufacturer Lee Kum Kee Health Products Group, has worked with Ogilvy Shanghai to launch its first brand campaign, which aims to promote its philosophy of nurturing life through herbal healthcare.
SHANGHAI - Lee Kum Kee has appointed WE Marketing as its digital agency following a competitive pitch to handle its social media and seasonal creative campaigns in China.
SHANGHAI - Century-old Hong Kong-based sauce company Lee Kum Kee (China) has handed its media account to Optimedia Shanghai, following a three-way pitch in Shanghai during November that also included Maxus and the incumbent agency Carat.
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