Lee Kum Kee aimed to deepen brand awareness as a proud advocate for the AAPI community by celebrating diverse cultural heritage, personal stories, and culinary traditions during AAPI Heritage Month. The campaign sought to engage AAPI audiences while reinforcing Lee Kum Kee as both a symbol of Asian culinary culture and a trusted source of authentic Asian flavors.
L.A. Times Studios produced a 90-second branded social video featuring chef Tue Nguyen, whose personal story and bold culinary voice captured the essence of modern Asian American cuisine. Set in the L.A. Times Kitchen, the video highlighted how Lee Kum Kee sauces elevate everyday cooking, blending family roots with contemporary flavors.
Video drove high social engagement where viewers praised the brand’s products, personal storytelling, with many expressing excitement for the collaboration with Chef Tue.
