Lee Kum Kee Targets Gen Z With Multi-Pronged Music Campaign 

In a bid to engage Gen Z-consumers, Hong Kong heritage food brand Lee Kum Kee is on the charm offensive with its latest campaign.  

Besides releasing the “Sriracha-Cha Slide”, an upbeat dance anthem, Lee Kum Kee has partnered with emerging hyperpop musician Ericdoa on a Twitch livestream to complete his fifth album. 

To cement its engagement with young consumers, the brand alongside songwriter Nate Cyphert have also curated “Saucy Summers with Lee Kum Kee”,  a Spotify playlist. 

The campaign is part of Lee Kum Kee’s efforts to entertain Gen Z audiences who are increasingly drawn to authentic, unfiltered content, as it aims to position the brand as the go-to choice for saucy condiment lovers.

According to ASN data, Lee Kum Kee has been dormant in the market since November 2019. Prior to that, the brand had deal with Shandong TV’s “That Sounds Delicious” worth US$100k and an endorsement with Singaporean DJ Wendy Zeng worth US$50k. The latest move shows that the brand is attuned to the evolving tastes of younger audiences, and is targeting ways to engage these audiences with astute sponsorship spends.