Lee Kum Kee wanted to cook up something special for Lunar New Year. We helped the beloved Asian brand invite everyone to the table through the universal language of food.
While Lee Kum Kee enjoys strong brand recognition among Asian consumers, they faced a challenge in reaching mainstream audiences. They needed a way to make a 135-year-old legacy feel relevant to a younger, more diverse demographic.
Our solution? Position Lee Kum Kee as the essential bridge between traditional Asian cuisine and modern culinary exploration, with a particular focus on Gen Z.
Just as Corona has become synonymous with Cinco de Mayo, “Fortune Flavors The Bold” aimed to create a new usage occasion around Lunar New Year for Lee Kum Kee. By positioning its authentic sauces as holiday essentials, the brand could become the go-to choice for anyone celebrating Lunar New Year — whether they’ve been doing it for generations or experiencing it for the first time.
We built a digital hub featuring educational content about Lunar New Year customs, recipe collections, and an interactive quiz that tested knowledge of lucky traditions — a flavor-packed resource that would keep getting better with age, like a perfectly aged sauce.
Our social strategy centered on authentic storytelling through partnerships with Asian creators in the US who could share their personal traditions while speaking to a mainstream audience.
Cheryl Tiu dished on creating new traditions in Miami after moving from Manila. Al Chenny stirred up childhood memories cooking with her mom. Chef David Nguyen shared his symbolic Lunar New Year poached chicken recipe that had everyone drooling, while Peter Lee turned up the heat with a dumpling-making party that showed how food brings friends together.
The campaign went beyond just showcasing recipes — it was about creating multiple touchpoints for cultural connection. #FortuneFlavorsTheBold built a community around @leekumkeeusa that celebrated both traditional and modern interpretations. And the interactive quiz offered exclusive prize packs to lucky winners, an extra kick to both engagement and product awareness.
Instead of toning down traditional flavor for broader mainstream appeal, we turned them up. By embracing authenticity while creating easy entry points for newcomers, we showed that cultural celebrations are better when everyone’s in on the party. The mix of educational content, interactive elements, and community building created a feast that had people coming back for seconds.
