In the latest episode of BIG FOOD NEWS, Jennifer English discusses the new global campaign called "Flavours That Bind" by Lee Kum Kee, an iconic Asian culinary brand with a 137-year history. Launched for the Chinese New Year, the campaign administers a brand film that collates the values of culinary heritage and culture. The CEO, Jet Jing, confirms that the aim is to bolster connections and creativity through Asian cuisine. CMO, Doreen Cheng, adds that 'global' embodies the attitude of authentic inclusiveness. Hitting off on various traditional and social media platforms, their campaign film will feature across global landmarks. With its presence around the world, Lee Kum Kee continues to champion Asian heritage while welcoming new consumers to discover the sensory delights of Asian cuisine.

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• Authentic Asian Sauces | Lee Kum Kee USA
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