---
title: "Genuine Emotion as the Foundation, Festive Flavors as the Material: Achieving New Heights in CNY Marketing"
description: "Marketing is the breakthrough, but quality remains the cornerstone. How to solve the problem of CNY marketing falling into mediocrity? For the Chinese market, the Spring Festival peak season is the most important sales season of the year, making CNY marketing a key focus for brands. However, an awkward situation has arisen: despite annual CNY campaigns, consumers are increasingly hard to move. How to break through this dilemma? As the Year of the Dragon approaches, the author noticed a recent emotional film about festive flavors, \"The Best Flavor of the Year,\" going viral on social media. Within just a few days of its release, it garnered 4 million views on WeChat and 20 million on Douyin, with total interactions exceeding 500,000."
author: "陈文石"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2024-02-05"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/kSYmREwgamERqhemSu21ow"
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# Genuine Emotion as the Foundation, Festive Flavors as the Material: Achieving New Heights in CNY Marketing

> Marketing is the breakthrough, but quality remains the cornerstone. How to solve the problem of CNY marketing falling into mediocrity? For the Chinese market, the Spring Festival peak season is the most important sales season of the year, making CNY marketing a key focus for brands. However, an awkward situation has arisen: despite annual CNY campaigns, consumers are increasingly hard to move. How to break through this dilemma? As the Year of the Dragon approaches, the author noticed a recent emotional film about festive flavors, "The Best Flavor of the Year," going viral on social media. Within just a few days of its release, it garnered 4 million views on WeChat and 20 million on Douyin, with total interactions exceeding 500,000.

**Introduction: Marketing is the breakthrough, but quality remains the cornerstone.**
**How to solve the problem of CNY marketing falling into mediocrity?**
For the Chinese market, the Spring Festival peak season is the most important sales season of the year, making CNY marketing a key focus for brands. However, an awkward situation has arisen: despite annual CNY campaigns, consumers are increasingly hard to move. How to break through this dilemma?
As the Year of the Dragon approaches, the author noticed a recent emotional film about festive flavors, "The Best Flavor of the Year," going viral on social media. Within just a few days of its release, it garnered 4 million views on WeChat and 20 million on Douyin, with total interactions exceeding 500,000.
This brand emotional film was launched by Lee Kum Kee, a century-old global condiment brand, during the Spring Festival. It revolves around the brand's new festive proposition, **"Making the Festive Flavor More Delicious,"** using genuine emotion as the foundation and festive flavors as the material, achieving new heights in CNY marketing.
Unlike other Spring Festival brand films that heavily emphasize the reunion dinner table atmosphere, Lee Kum Kee focuses on the details of the "preparation process of festive flavors." It tells the stories of six different families in New York, Hong Kong, Malaysia, Shanghai, Harbin, and Chongqing, from morning to evening, preparing festive dishes and finally reuniting with family in touching moments.
Lee Kum Kee ingeniously uses food to connect warm moments of Chinese families celebrating the New Year across the globe. Each story showcases unique cultural backgrounds, family relationships, and a cherishing of traditional festive delicacies. This narrative of connecting family and tradition through food presents a warm and emotional picture to the audience, interpreting **"the best festive flavor" as "prepared with heart, seasoned with love."**
Beyond the unique insight and heartfelt storylines, Lee Kum Kee specially invited the food director of Ang Lee's "Eat Drink Man Woman" to supervise the entire production, and completed filming across 3 countries and 6 cities. The high quality of the film is another major reason for its popularity.
The film showcases the diverse festive food cultures of Chinese people worldwide. When consumers are enveloped in the sincere and healing warmth of this emotional film, it also helps more people realize that **Lee Kum Kee is not only a century-old national brand but also a global condiment brand that has rooted Chinese culinary culture worldwide.**
This Spring Festival, Lee Kum Kee's "emotional offensive" is not only directed at consumers; simultaneously, another emotional film for the culinary channel, under the same theme, has also received widespread attention in the foodservice sector.
**According to statistics, the total number of chefs in China exceeds 20 million, and more than half of them cannot reunite with their families during the Spring Festival due to work.**
**"When more and more people choose hotel New Year's Eve dinners, it becomes almost the norm for millions of chefs nationwide to give up their own reunions,"** the words in the film express a helplessness that chefs understand best, and also reflect Lee Kum Kee's deep understanding and insight into the chef community.
Lee Kum Kee, a century-old leading condiment brand, hopes to use its own strength to let society hear the voices of chefs, see their dedication to their posts and their original aspiration for their passion, and recognize their years of hard work in creating festive flavors for countless families, even at the cost of their own Spring Festival reunions.
On this occasion of the Year of the Dragon, Lee Kum Kee has set up a reunion grand prize of up to 8,888 yuan for chefs and their families, sending a warm blessing to the hardworking chefs and their families, and jointly celebrating the Year of the Dragon with family peace! Lee Kum Kee stated that the reunion grand prize will continue in the future, as an annual tribute and celebration for the chef community, bringing festive flavors to chefs and more foodservice professionals.
Lee Kum Kee has been renowned for a century and highly recognized by the industry because the brand deeply understands the needs and difficulties of practitioners. Over the years, **Lee Kum Kee has crafted high-quality products with ingenuity, thinking of others, and deeply empathizing with consumers and users, which has also earned Lee Kum Kee its reputation and prestige in the industry.**
**Marketing is the breakthrough, but quality remains the cornerstone**
With industry development and increasingly fierce market competition, condiment brands' marketing methods are constantly innovating and breaking through. However, to gain long-term favor from consumers and chef users, **maintaining high-quality products remains the cornerstone of everything.** Lee Kum Kee's confidence in continuously increasing brand building and investing heavily in Spring Festival marketing also reflects its confidence in its own quality. Only with excellent product quality can it sustain the large number of users attracted by marketing campaigns. It is reported that **Lee Kum Kee adheres to the "100-1=0" zero-defect quality management philosophy.** This "military rule," visible everywhere in Lee Kum Kee's factories, warns operators: if any one of a hundred steps goes wrong, all efforts will be in vain. Lee Kum Kee implements full supply chain quality monitoring from "seed to table," with strict testing standards at every stage. For example, for soy sauce, from a soybean to a bottle of soy sauce, there are 244 items and 1,060 monitoring indicators. This allows Lee Kum Kee to navigate smoothly in European and American markets, which are known for high quality requirements, passing BRC with an A grade for over a decade and passing FDA audits three times with zero defects. It also made Lee Kum Kee a food supplier for the Olympics in 2008 and 2022. Additionally, as early as 2012, Lee Kum Kee partnered with China Aerospace, with five products becoming condiments for astronauts on the Shenzhou-9 manned spacecraft. From Shenzhou-9 to Shenzhou-17, Lee Kum Kee has been to space nine consecutive times, with products withstanding the harsh challenges of space and adding flavor to astronauts' space diets. Lee Kum Kee has listed aerospace-level safety standards as one of its production indicators, becoming the world's first condiment enterprise to fully utilize SAP system management: from raw materials, selecting and planting seeds, to purchasing and transportation, truly achieving full process control "from field to table"... Today, wherever we go in the world, we can almost see Lee Kum Kee products. **After 136 years of development, Lee Kum Kee products are sold in over 100 countries and regions worldwide, becoming a national brand and world brand that Chinese people are proud of.**
**The Value and Inspiration of Lee Kum Kee's Innovative CNY Marketing**
Chinese FMCG enterprises form a vast cluster, young and vibrant. In their growth process, the globalization strategy, quality philosophy, and humanized brand marketing innovations of century-old global brand Lee Kum Kee are worth learning from for young Chinese FMCG enterprises.
Every Chinese FMCG enterprise committed to long-term operation faces the core task of "brand building"—occupying consumer minds.
As inspired by Lee Kum Kee's 2024 Spring Festival marketing campaign: **Rather than tirelessly instilling product functional benefits into consumers, it is better to start from satisfying consumers' emotional values, conveying the brand's understanding and resonance with consumers, and binding the brand's values more deeply with consumers.**
The author also hopes that more Chinese brands, like Lee Kum Kee, will go global, becoming beloved brands for consumers and foodservice professionals worldwide, allowing more people around the world to enjoy the exceptional experience of Chinese cuisine.


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