Lee Kum Kee Launches New APAC Brand Campaign 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.

“Chosen by Top Chefs” brings together seven renowned chefs from across Asia Pacific, reflecting Lee Kum Kee’s longstanding commitment to quality and culinary excellence.

“Chosen by Top Chefs” underscores Lee Kum Kee’s longstanding commitment to quality and culinary excellence. By bringing together leading chefs from South Korea, Singapore, India, Australia, Indonesia, as well as Hong Kong, China, the campaign demonstrates how Lee Kum Kee supports them in crafting superb food for diners everywhere.

● South Korea:

– Chef Lu Ching-lai, participant in Netflix’s Culinary Class Wars, founder and owner of Hong Bok Gak, a leading Chinese fine-dining restaurant in Seoul

● Singapore:

● Australia:

– Chef Marinka, one of Indonesia’s most prominent celebrity chefs, former judge and long-time culinary expert on MasterChef Indonesia

In the Top Chefs Know Best. They Choose Lee Kum Kee 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 share how Lee Kum Kee sauces shape their own signature dishes, from classic interpretations to modern takes. The campaign features exclusive dishes featuring Premium Oyster Sauce, Supreme Authentic First Draw Soy Sauce, XO Sauce and more — elevating the brand by spotlighting Lee Kum Kee as the choice of top chefs.

“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 “Chosen by Top Chefs” campaign will roll out across APAC through brand-led storytelling, chef-driven content and social media competitions. Content includes videos, recipes and cooking demos will run across online and offline channels, from social platforms to instore displays.

“Top Chef Challenge” Inspires Home Cooking Creativity

The “Chosen by Top Chefs” campaign will be rolled out through APAC marketing channels, including brand-led storytelling and chef-driven content. 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.

For more information about the “Chosen by Top Chefs” programme, please follow Lee Kum Kee’s official social media pages including Facebook and Instagram.

Watch the “Chosen by Top Chefs” video here: https://www.youtube.com/watch?v=YUxE_rliglM

Hashtag: #LeeKumKee #ChosenbyTopChefs

About Lee Kum Kee Sauce

Lee Kum Kee Sauce is the global gateway to Asian culinary culture, dedicated to promoting Chinese culinary culture worldwide. Since 1888, it has brought people together over joyful reunions, shared traditions and memorable meals. Beloved by consumers and chefs alike, Lee Kum Kee Sauce’s range of more than 300 sauces and condiments sparks creativity in kitchens everywhere, inspiring professional and home chefs to experiment, create and delight. Headquartered in Hong Kong, China and serving over 100 countries and regions, Lee Kum Kee Sauce’s rich heritage, unwavering commitment to quality, sustainable practices and “Constant Entrepreneurship” combine to enable superior experiences through Asian cuisine for people worldwide. For more information, please visit www.LKK.com.