Lee Kum Kee

Creator Partnerships

In the crowded world of condiments, standing out requires more than a little kick — it takes cultural resonance. We helped Lee Kum Kee spark a movement with creators who could turn sriracha into a lifestyle.

The setup

We crafted a strategy that would resonate with Gen Z through their preferred channels — across social platforms and in their music. This meant going beyond traditional influencer marketing to create culture-driven content that would establish Lee Kum Kee’s sriracha as both a pantry staple and a badge of cultural relevance.

The secret ingredients

We assembled a diverse roster of rising stars across music and culinary arts, each bringing their unique flavor to the brand.

Genre-bending rapper ericdoa launched a groundbreaking two-week, 24/7 “Locked In” livestream, where fans watched him create an entire album in real-time with Lee Kum Kee by his side. This unprecedented access to the creative process generated massive engagement and positioned the brand at the intersection of music and digital culture.

Capabilities

BRAND STRATEGY, CAMPAIGN, DIGITAL ADVERTISING, SOCIAL MEDIA

LKK-Ericadoa_Rectangle_Image_2240x1360_01

And then we really started cooking:

Rising stars Hayd and Alex Porat brought sriracha on tour, creating authentic content to show how Lee Kum Kee fuels artists on the road
The Box Boys, underground hip-hop festival organizers, launched a fresh interview series featuring emerging artists Khalil and Emwell — with Lee Kum Kee adding heat to every conversation
In “Industry Plants,” Orlandito put his homemade sauce against Lee Kum Kee’s signature Sriracha in an ultimate taste test with multi-talented artist Skaiwater
A curated Spotify playlist by acclaimed songwriter Nate Cyphert that gave the brand its own soundtrack
Culinary creators who brought serious heat, including “Next Level Chef” champion Gabi Chappel and “Hell’s Kitchen” veterans Leigh Orleans and Emily Hersh

LKK_YMS_Partnerships_Hayd_02_Rectangle_Image_2240x1360

LKK_YMS_Partnerships_Alex_Porat_IG_Stories

LKK_YMS_Partnerships_Box_Boys_03_Rectangle_Image_2240x1360

LKK_YMS_Partnerships_Playlist_03_Rectangle_Image_2240x1260

LKK_YMS_Partnerships_Chefs_Rectangle_Image_2240x1214

The perfect blend

Rather than treating these as isolated partnerships, we created an interconnected content ecosystem.

Each tastemaker’s content reinforced the others, building a cohesive narrative that positioned Lee Kum Kee as an essential part of youth culture. Music creators showcased the sauce in their creative process, while culinary influencers demonstrated its versatility in both traditional and innovative dishes.

The full course

We amplified Lee Kum Kee’s fresh partnerships with:

Livestreamed events that gave fans unprecedented access to their favorite artists
Behind-the-scenes content that highlighted authentic product integration
Limited-edition merch drops and giveaways promoted by the artists to turn fans into brand ambassadors
Cross-platform storytelling that kept the conversation going
Strategic press coverage in Marketing Dive and PR Week that amplified our message

The numbers hit all the right notes and Lee Kum Kee’s 137-year-old brand became a Gen Z go-to:

3.61M total views
2.87M total reach
1.57M total engagement