Dentsu Hong Kong Partners with Lee Kum Kee for UNESCO-backed “Forever Flavors Project”
Lee Kum Kee Sauce (Lee Kum Kee) has launched a new campaign, “Forever Flavors Project,” in partnership with UNESCO and created with Dentsu Hong Kong, inviting people worldwide to contribute to a living archive of food memories and cultural stories.
In a world increasingly shaped by digital interactions, Lee Kum Kee believes that flavor is more than taste — it is memory, heritage, and the invisible thread that connects generations and communities. The “Forever Flavors Project” is more than a campaign; it is a movement to preserve, celebrate, and carry forward culinary heritage. From a father’s stew to a grandmother’s dumplings or a friend’s loaf of bread, every flavor tells a story, and Lee Kum Kee is committed to curating and sharing these stories with the world.
Evolving from a saucemaker to a cultural carrier, Lee Kum Kee places customers at the heart of everything it creates, from products to everyday interactions. Partnering with UNESCO, the leading advocate for cultural preservation, the brand amplifies its mission to honor the connections that matter most in a rapidly changing world.
The campaign invites everyone, from home chefs, culinary enthusiasts, and families to share their food stories. Submissions will be celebrated equally, forming a global, inclusive archive of human food memories. The project is designed to be social-first, easy to join, and user-friendly, with participation through Lee Kum Kee’s official Instagram, RedNote (Xiaohongshu), WeChat, and the project website. Stories will be curated from diverse geographies and backgrounds, reflecting the universal power of flavor to connect and inspire.
“Our goal is to make participation instinctive, accessible, and meaningful. When people contribute their flavor stories, they’re not just sharing memories; they’re helping us preserve the world’s culinary heritage in a way that feels personal, inclusive, and truly global,” said Simon Cao, Vice President – Global Brand Development and Communications, Global Marketing of Lee Kum Kee Sauce.
This is not a contest or a one-off celebration. It is a purposeful cultural initiative, backed by UNESCO, where Lee Kum Kee acts as a humble curator and facilitator. The movement is built on emotional authenticity, personal stories, and generational pride, transcending borders and cuisines. It is open to all who resonate with the idea that flavors can treasure past connections and build new ones.
“Creativity has the power to preserve what matters. With the Forever Flavors Project, we’re helping Lee Kum Kee build a living archive that protects the stories, memories, and cultural connections carried through flavor. It’s a privilege for us to contribute to an initiative that goes beyond advertising — one that brings people together through something deeply human,” said Anna Wong, Chief Growth Officer, Dentsu Creative Hong Kong.
Starting from 20 January, Lee Kum Kee and UNESCO invite the world to contribute to the largest living, ever-evolving archive of flavors known to humankind. To participate, visit the “Forever Flavors Project” website or follow Lee Kum Kee on Instagram, RedNote (Xiaohongshu) account:「忘不了的味道」档案计划, and WeChat. Share your story, celebrate your heritage, and become part of a movement that puts people and their connections at the center.
Credits
Dentsu Hong Kong
Management: Simone Tam, Jeffry Gamble
Account Servicing: Anna Wong, Tracy Law
Creative: William Li, Tim Lee, Alfred Tam, Tongman Tang
Planning: Ann Zhang, Sammi Leung, Ophelia Wong
Digital Platforms: Kathy Shen, Wuwu Zhao, Selin Xie
Website Development: Anthony Mak, Steve Lam
PR: Betsy Wong