Lee Kum Kee Unveils "Chosen by Top Chefs" APAC Campaign Featuring Asia's Culinary Elite

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“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.

HONG KONG — Global Asian sauce titan Lee Kum Kee officially launched its integrated Asia-Pacific (APAC) brand campaign, "Chosen by Top Chefs," on Friday (28/8/2026). The regional narrative showcases seven renowned chefs across six markets, emphasizing the brand's role in delivering culinary consistency and rich flavor profiles for both haute cuisine and everyday home cooking.

The campaign highlights top culinary talent from South Korea, Hong Kong, Singapore, India, Australia, and Indonesia—including Chef Marinka, former judge of MasterChef Indonesia, and Chef Lu Ching-lai of Netflix's Culinary Class Wars.

"For 138 years, our '100-1=0' philosophy has driven one standard: every detail matters. That commitment to quality and consistency is why professional chefs and home cooks worldwide trust us," stated Vincent Wong, President – APAC of Lee Kum Kee Sauce.

Key strategic components and rollouts of the campaign include:

Star-Studded Regional Lineup: Featuring executive chefs from award-winning establishments like Mott 32 (Hong Kong), Man Fu Yuan (Singapore), and Hong Bok Gak (Seoul), alongside MasterChef alumni.

Product Showcase: Spotlight on signature heritage items—including Premium Oyster Sauce, Supreme Authentic First Draw Soy Sauce, and XO Sauce—demonstrated through exclusive culinary creations.

Interactive Engagement: Launch of the "Top Chef Challenge" on social media, inviting home cooks across the APAC region to recreate chef-selected recipes using key Lee Kum Kee ingredients.

The initiative is set to roll out across digital, social, and in-store channels throughout APAC, bridging the gap between professional kitchens and everyday culinary enthusiasts. (*/red).