In recent years, Chinese cuisine has sparked a global craze. From the rise of Chinese restaurants on Michelin lists to the endless Chinese cooking challenges on social media, it's clear that Chinese food is becoming a cultural symbol sought after by global consumers. According to the "China Catering Going Global Development Report 2024," overseas Chinese restaurants have grown to nearly 700,000, with a market size of nearly 3 trillion yuan, spread across more than 180 countries and regions, including Singapore, Indonesia, Vietnam, the Philippines, Japan, South Korea, the United States, Canada, and the United Kingdom. With the optimization of China's entry-exit policies and the surge in international tourists, Chinese cuisine, with its unique charm, is attracting more and more international friends. This phenomenon not only highlights the profound heritage of Chinese food culture but also indicates its growing influence on the international stage. New Distribution observed that during the first intangible cultural heritage Chinese New Year, Lee Kum Kee, through its "Flavor with Feeling" global brand campaign, showcased the unique charm of Chinese food culture to the world, echoing phenomena like "foreigners learning Chinese cooking and submitting homework," jointly promoting the flourishing development of Chinese flavors globally. From a seasoning brand to a cultural communicator Lee Kum Kee promotes Chinese culinary culture to the world Recently, Lee Kum Kee launched its global brand positioning during the Chinese New Year: Creator of Exceptional Asian Culinary Experiences, sharing the universal power behind reunion, tradition, and dining experiences, leading Asian cuisine and food culture. Since its founding 137 years ago, Lee Kum Kee has upheld the mission of promoting excellent Chinese culinary culture, while also striving to promote Asian food culture, catering to global consumers' pursuit of freshness and excitement. New Distribution believes that what Lee Kum Kee conveys is far more than a delicious dining experience; it's an emotional resonance that transcends cultures. Every dish carries unique imprints and emotions between people. This warmth on the palate blends and spreads globally, becoming a force that unites the world. Lighting up global landmarks Celebrating the intangible cultural heritage Chinese New Year together During the Spring Festival, when Chinese emotions are strongest worldwide, Lee Kum Kee launched the "Flavor with Feeling" global brand campaign across major traditional and social media platforms. The promotional video appeared on landmark buildings in New York, London, Hong Kong, and Shanghai, showcasing Lee Kum Kee's global influence as a national brand. This initiative aims to promote the splendid Chinese culinary culture, sincerely inviting friends from around the world to experience the traditional culture and values of the Chinese New Year, and to make the world fall in love with China. As a model national brand, Lee Kum Kee carries the mission of cultural communication, using dishes as a link to connect emotions and memories between people and flavors, carrying the nostalgia for home and the continuation of food culture. Moreover, through ingenious New Year recipes, influencer livestreams, and other diverse collaborations, Lee Kum Kee cleverly binds the brand essence with Chinese culinary application scenarios. It resonates in the domestic market and shines on the international stage, becoming a core driver for Chinese flavors to cross borders and go global. In New Distribution's view, Lee Kum Kee's success lies not only in the high quality of its products providing a better taste experience but also in its deep understanding of cultural communication and brand building. This "culture + brand" two-way empowerment model becomes an important driver for the globalization of national brands. Top influencers join forces with master chefs Interpreting the inheritance and innovation of New Year dish culture Based on a deep understanding of New Year dish culture and culinary heritage, Lee Kum Kee carefully built an influencer cooperation ecosystem, joining hands with top influencers like Jia Nailiang and Li Chen, who are well-versed in Chinese cuisine, to create a "Make the New Year More Flavorful" special livestream. Combining traditional New Year dish scenes with modern communication methods, it presented a feast of New Year flavors with both cultural depth and interactive experience. During the livestream, master chefs showcased cooking techniques on site, and together with influencers, they explained Lee Kum Kee's product portfolio in depth around classic New Year dishes, demonstrating how to use Lee Kum Kee products to add unique flavors to New Year dishes. This process not only directly showcased Lee Kum Kee's ultimate pursuit of quality and dish taste but also strengthened users' awareness of brand value. Additionally, through the collaboration of master chefs and influencers, a nationwide New Year dish competition was launched, covering eight major cuisines, carefully selecting over 50 representative New Year dishes to meet the needs of family banquets across the country. A large number of influencers participated in co-creating New Year dishes, achieving over 60 million views across the internet, ranking top 2 on the WeChat Channels monthly brand voice list for food and beverage, and repeatedly hitting Douyin's New Year's Eve dinner hot search list. Lee Kum Kee's innovative marketing approach leads users to experience its craftsmanship spirit through deep interaction, witnessing the indispensable position of seasonings in Chinese culinary culture, and showing the world the enduring and inherited significance of Chinese flavors. Joining Douyin official livestream Dual growth in new customers and sales Sharing New Year flavors with global users Lee Kum Kee deeply explores emotional resonance with users, combining New Year flavors with local tastes to tell the uniqueness and diversity of Chinese cuisine. At the same time, leveraging its extensive user base and strong brand momentum globally, it successfully joined Douyin's official livestream and received support from official resource positions. By capitalizing on Douyin's high activity during the Spring Festival, it precisely reached users interested in New Year dishes, stimulating spontaneous sharing. During the livestream, master chefs interacted around New Year flavors and dishes, while brand representatives elaborated on Lee Kum Kee's "100-1=0" quality management philosophy. This livestream reached over 80 million users, with new customers growing 130% year-on-year and sales growing 150% year-on-year, also achieving a top 3 ranking on Douyin's grain and oil chart. In New Distribution's view, Lee Kum Kee uses New Year recipes as a medium to present a century of quality and the ultimate pursuit of taste to global audiences, spreading the atmosphere of the Chinese New Year to every corner through New Year dishes. It not only demonstrates Lee Kum Kee's strong capabilities in digital marketing but also lets the world witness the profound heritage and vibrant vitality of Chinese cuisine. Conveying emotions through flavor Leading the global trend of Chinese culinary culture Lee Kum Kee is committed to presenting a rich, diverse, and timeless Chinese flavor on the world stage. Centered on New Year flavor marketing scenarios, it evokes people's unique and intense emotional resonance during the Chinese New Year through New Year dishes, successfully closely combining Chinese cuisine with the emotional needs of global consumers, further helping Chinese flavors be loved by more consumers worldwide. In New Distribution's view, from the above "Flavor with Feeling" global brand campaign and New Year dish marketing actions, Lee Kum Kee will continue to promote Chinese flavors onto the world's dining tables through the dual track of innovation and inheritance, creating excellent culinary experiences for global food lovers. We have reason to believe that in the future, more Chinese national seasoning brands like Lee Kum Kee will go global, becoming important bridges connecting Chinese flavors with the world's taste buds, allowing Chinese flavors to shine even more brilliantly on the global culinary stage.