As the Year of the Snake approaches, Lee Kum Kee, the Hong Kong-based food manufacturer, introduced its new brand positioning – "enabling superior experiences through Asian cuisine" – and launched its first global brand campaign on Wednesday.

The centerpiece of the flavors that bind campaign is a brand film that celebrates Lee Kum Kee's values of culinary heritage and culture while inviting the world to experience new traditions and togetherness at Chinese New Year and beyond.

Founded 137 years ago, Lee Kum Kee stays committed to its mission of promoting Chinese culinary culture worldwide while advancing the reach and influence of Asian cuisine to meet the growing global appetite for new and exciting flavors, said Jet Jing, CEO of Lee Kum Kee Sauce.

"As Asian food, music and cinema increasingly resonate with people across the world, we are keen to seize this moment to further champion Asian culinary traditions and culture," said Jing. "Through our new brand positioning, we aim to inspire creativity and foster connections to enable superior experiences for people everywhere through Asian cuisine."

"With the launch of our new brand campaign, Lee Kum Kee celebrates its evolution as a global gateway to Asian culinary culture, representing the diversity, richness and expressivity of Asian flavors on a global stage," said Doreen Cheng, chief marketing officer of Lee Kum Kee Sauce.

"For us, 'global' is not restricted to geography, it's an attitude of authentic inclusiveness, where the flavors, traditions and togetherness we celebrate resonate universally, this spirit is at the heart of our campaign," said Cheng.

"Through the brand film, we aim to preserve our heritage while inspiring chefs and food lovers to connect with Asian cuisine in meaningful ways," she added.

As the conversation around Asian food and culture continues to evolve, Lee Kum Kee, with a market presence in more than 100 countries and regions, said it aims to stay at the forefront of this dialogue by celebrating Asian heritage while welcoming new consumers to explore the vibrant and rich flavors of Asian cuisine.

The company today offers a range of more than 300 sauces and condiments, providing options for both professional and home chefs to explore and create diverse dishes.