Recently, the global influence and high-quality development of Chinese cuisine have encountered unprecedented opportunities. According to statistics, the global Chinese food market has surpassed an astounding $260 billion, with projections indicating that market share could reach a record high of 10.8% by 2026. This not only opens the door for food enthusiasts worldwide to experience the unique charm of Chinese cuisine but also provides a new growth engine for the high-quality development of China’s restaurant industry.
On October 15, Lee Kum Kee, a century-old ambassador of Chinese flavors, held a press conference with the China Culinary Association (CCA) to officially launch the “Amazing Chinese Flavors” campaign. The initiative focuses on three core pillars: “Famous Chefs, Famous Restaurants, and Famous Dishes,” aiming to propel the high-quality development of the Chinese food industry and expedite its globalization.
Both the CCA and Lee Kum Kee recognize the significance of promoting Chinese flavors against the backdrop of current global economic uncertainties and the revival of traditional Chinese culture. This initiative not only serves as a new growth point for China’s restaurant industry but also seeks to establish a fresh global image for Chinese cuisine, enhancing national pride and confidence, while positioning Chinese flavors as a new cultural calling card for the world.
Tong Lin, the Vice President and Secretary-General of the CCA, acknowledged Lee Kum Kee’s century-long contributions to the inheritance and development of Chinese culinary culture. She expressed her high expectations for the “Amazing Chinese Flavors” initiative, stating, “The CCA looks forward to working with Lee Kum Kee to advance the globalization of Chinese cuisine, allowing the world to better understand China’s 5,000-year gastronomic heritage, culture, and modern national image.”
At the event, key figures from Lee Kum Kee, including Vice President for Marketing, Cao Xiaomin, and Restaurant Market General Manager, Tang Zhibin, alongside esteemed culinary consultant Lu Yongliang, discussed a series of strategic measures within the “Amazing Chinese Flavors” campaign.
In recent years, the allure of Chinese flavors has captivated a global audience. Current data indicates that there are nearly 700,000 overseas Chinese restaurants in over 180 countries and regions, reflecting a notable trend of Chinese dining brands expanding internationally. Promoting Chinese flavors responds actively to this market trend and serves as a driving force for the Chinese food industry’s movement toward higher quality and greater globalization.
Since its establishment in 1888, Lee Kum Kee has committed itself to providing high-quality condiments to global consumers. From its first sales to the U.S. in 1920 to the “Panda Brand Oyster Sauce” phenomenon in the 1970s and support for major events like the Beijing Olympics and the Shanghai World Expo, Lee Kum Kee has embraced the mission of promoting outstanding Chinese culinary culture, focusing on allowing people around the world to experience and fall in love with Chinese flavors. Over the years, Lee Kum Kee has collaborated closely with chefs and restaurant businesses to pass down and innovate Chinese culinary traditions, extending the reach of this rich cultural heritage globally.
In this context, the launch of the “Amazing Chinese Flavors” campaign features a multi-dimensional strategic plan centered around the pillars of famous dishes, chefs, and restaurants.
For “Famous Dishes,” Lee Kum Kee aims to lead the latest flavor trends across various regional cuisines and dining sectors. The company plans to collaborate with renowned institutions to continuously introduce research findings and innovative recipe solutions. By leveraging its global network, the campaign will promote both traditional and newly interpreted famous dishes, broadening global awareness of the diversity and unique charm of Chinese cuisine.
In terms of “Famous Chefs,” the program seeks to identify and elevate outstanding chefs, helping to build renowned culinary personalities while enhancing their social recognition and industry influence. Through initiatives like the “Hope Chef” project, Lee Kum Kee will provide cooking training and employment opportunities to youth from economically disadvantaged backgrounds, injecting new vitality into the industry and contributing to the country’s rural revitalization. Additionally, the use of digital technology will assist a broader range of chefs in mastering new skills and fostering innovation.
For “Famous Restaurants,” Lee Kum Kee recognizes that restaurants serve as vital windows for showcasing Chinese flavors. By offering a comprehensive range of products across various categories and dining formats, Lee Kum Kee will provide seasoning solutions that help restaurants create unique dishes and flavors. Furthermore, through collaboration with cultural and tourism departments and the recognition of local special restaurants, Lee Kum Kee aims to enhance visibility and attract food enthusiasts seeking authentic Chinese tastes. As the overseas market for the restaurant industry becomes a new growth curve, Lee Kum Kee will empower restaurants to successfully venture abroad, aiding partners in establishing their roots and expanding in international markets.
The launch of the “Amazing Chinese Flavors” initiative promises to bring robust development momentum to the restaurant sector. Tang Zhibin emphasized that during their collaboration with the CCA for the Chef Festival, Sichuan cuisine will serve as the initial focus. The strategy encompasses innovation, customization, marketing, and international expansion to comprehensively empower Sichuan cuisine enterprises.
Regarding culinary innovation, at the upcoming Sichuan Cuisine Industry Conference, Lee Kum Kee will collaborate with Hongcan.com to release an in-depth market trend report. Notable Sichuan chefs, including veteran master Peng Ziyu, will participate in developing dishes to provide practical solutions to chefs and enhance the competitiveness of restaurants while creating more growth opportunities.
For customization, Lee Kum Kee has already delivered tailored services to several renowned dining enterprises, helping them stabilize dish flavors and improve overall quality and efficiency. Their product line, which includes oyster sauce, soy sauce, and various condiments, aims to provide a one-stop shopping experience for restaurant clients. Custom flexible services will also be offered to meet the more nuanced and diverse needs of the dining industry.
In terms of marketing, Lee Kum Kee recently partnered with Chongqing’s cultural and tourism sector to kick off activities for the “Amazing Chinese Flavors” campaign. Recognized local restaurants were honored with plaques, and the campaign incorporated outdoor advertising and online interactive events aimed at merging local culture, historical attractions, and regional cuisine into a comprehensive cultural marketing effort. This collaborative model not only increased visibility and influence for Chongqing’s restaurants but also stimulated the growth of related cultural and tourism industries through dining consumption.
Internationally, with over a century of global operation as a condiment manufacturer, Lee Kum Kee has more than 80 offices and deep-rooted operations in over 100 countries and regions. Drawing from its global operational system, Lee Kum Kee offers comprehensive support to enterprises looking to expand internationally, including market research, compliance with local regulations, consumer insights, menu collaboration, and joint marketing efforts, ensuring overseas restaurants can establish themselves more easily.
In today’s global landscape, “Chinese flavors” have become an essential highlight on the international dining stage. The partnership between Lee Kum Kee and the CCA to promote the “Amazing Chinese Flavors” initiative is poised to inject new vitality into the international influence of Chinese culinary culture, opening up fresh opportunities for high-quality development and globalization of Chinese cuisine.
