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LEE KUM KEE CELEBRATES ASIAN CUISINE IN GLOBAL "FLAVOURS THAT BIND" CAMPAIGN
Published 1 year, 3 months ago
Description
The latest episode of BC Food News, hosted by Jennifer English, explores Lee Kum Kee's new global brand campaign, 'Flavours That Bind.' Launched in conjunction with the Chinese New Year, the campaign emphasizes the universal power of togetherness and shared culinary experiences, delivered through a culturally rich and impactful brand film. CEO Jet Jing discusses the brand's commitment to fostering connections and creativity through Asian cuisine, while CMO Doreen Cheng describes the campaign as a celebration of the brand's evolution towards inclusivity and authenticity. Even with a presence in over 100 countries, Lee Kum Kee continues to champion and promote Chinese culinary culture on a global scale. The episode concludes with Jennifer encouraging listeners to view the 'Flavours That Bind' film to truly appreciate the brand's mission and passion.