Brand Campaign

Seven Chefs, Six Markets: Lee Kum Kee Lets Top Chefs Do the Talking

Lee Kum Kee has rolled out “Chosen by Top Chefs,” an integrated brand campaign spanning the Asia Pacific region that puts professional endorsement at the centre of its message. The campaign features seven chefs from six markets who rely on the company’s sauces in their own restaurants.

Announced from Hong Kong, the campaign brings together chefs from South Korea, Hong Kong, Singapore, India, Australia and Indonesia. At its heart is a campaign video, “Top Chefs Know Best. They Choose Lee Kum Kee,” in which the chefs talk through how they use the brand’s products—including Premium Oyster Sauce, Supreme Authentic First Draw Soy Sauce and XO Sauce—across both classic and contemporary dishes.

The Chefs Behind the Campaign

The line-up spans acclaimed restaurant names and household culinary personalities from across the region:

• Lu Ching-lai and Lu Min of Hong Bok Gak in Seoul, South Korea.
• Lee Man Sing of Mott 32 Group in Hong Kong.
• Aaron Tan of Frasers House in Singapore.
• Parvinder Singh Bali in India.
• Declan Cleary, a third-place finalist on MasterChef Australia Season 15.
• Marinka, a celebrity chef and former MasterChef Indonesia judge.

A 138-Year Standard on Display

For Lee Kum Kee, the campaign is a way to translate a long-standing internal principle into a consumer-facing story. The brand tied the effort directly to the quality philosophy it says has guided its production for well over a century.

For 138 years, our ‘100-1=0’ philosophy has driven one standard: every detail matters. That commitment to quality and consistency is why chefs and home cooks across the world trust us. — Vincent Wong, President – APAC of Lee Kum Kee Sauce

Wong added that the effort connects professional and home kitchens under the same banner. “The ‘Chosen by Top Chefs’ campaign affirms that standard, bringing the region’s top chefs with home cooks in creating delicious moments every day,” he said.

Through the campaign, Lee Kum Kee aims to reinforce its position as a trusted choice among culinary professionals across the region, while encouraging home cooks to bring restaurant-quality flavours into their everyday cooking.

Why Marketers Should Pay Attention

Professional endorsement remains one of the most durable trust signals in food marketing, and Lee Kum Kee is scaling it across six markets at once—letting seven working chefs carry the message rather than the brand speaking about itself. By anchoring a single regional platform to a 138-year quality philosophy and a shared “100-1=0” standard, the campaign shows how heritage brands can bridge the aspirational (restaurant credibility) and the everyday (home cooking) inside one coherent APAC narrative.

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Background: Lee Kum Kee

Lee Kum Kee is a sauce and condiment maker whose products are used by both professional chefs and home cooks around the world. The company frames its manufacturing around a “100-1=0” philosophy—the idea that a single lapse can undo everything—which it says has underpinned 138 years of focus on quality and consistency. Its range includes Premium Oyster Sauce, Supreme Authentic First Draw Soy Sauce and XO Sauce.