Lee Kum Kee x World’s 50 Best Restaurants 2025: Reimagining Asian Flavours in Turin

Marius
Jul 24, 2025
2 min read

As the Official Sauce and Condiment Partner of The World’s 50 Best Restaurants , Lee Kum Kee returned to the global stage to celebrate culinary excellence in Turin, Italy. The Foundry Asia led the strategy and execution for this project, positioning Lee Kum Kee alongside global culinary leaders by aligning the brand with influential chefs and tastemakers.

Aperitivo Reimagined with Asian Flavours

The centerpiece of the activation was "Aperitivo Reimagined with Asian Flavours," an invitation-only event hosted at Azotea, a Peruvian-Asian fusion venue in Turin. This experience featured a "four-hands" menu created by Chef Tam Kwok Fung (Executive Chef of Chef Tam’s Seasons, Macau) and Chef Alexander Robles (Executive Chef of Azotea). The menu showcased the versatility of Lee Kum Kee’s products in unique ways, such as Acevichada oysters dressed with soy sauce and Empanadas prepared with premium oyster sauce.

Complementing the kitchen service, we organized guest bar takeovers featuring prominent industry figures who incorporated Lee Kum Kee ingredients into progressive cocktails. Antonio Lai (Quinary) and Samuel Kwok (The Opposites) developed drinks like the "Sesame Street," utilizing pure sesame oil. They were joined by Mark Lloyd (Head Mixologist at Wing Lei Bar) and Matteo Fornaro (Azotea), who presented umami-driven creations such as the "Passionfruit + Oyster Sour," which featured a custom oyster sauce syrup. These collaborations highlight the brand’s potential beyond the kitchen.

Social Content Production

To build visibility and leverage the award week's momentum, we executed a social-first content strategy designed for both industry insiders and global food lovers. Production included high-energy event teaser reels to build anticipation for Turin and a 60-second recap reel capturing the "Behind the Best" atmosphere and red carpet reactions.

A key component of this strategy was the "Behind the Best" talent storytelling series. We produced evergreen content pieces featuring Chef Tam, Antonio Lai, and Samuel Kwok. These videos explored the personal stories of legacy and technique, showcasing how Lee Kum Kee supports culinary creativity at the highest level.

See the videos here:

Sustaining Global Momentum

Beyond the event in Turin, our supporting activities included media outreach and the distribution of branded goody bags containing recipe cards to allow guests to recreate LKK-inspired dishes at home. We sustained the brand's positioning by transitioning the momentum toward Asia's 50 Best Bars in Macau. This included a month-long cocktail programme at The Opposites in Hong Kong and a media dinner pairing at Wynn Palace that integrated LKK products across Cantonese fine dining and spirit-forward cocktails. These multi-market activities strengthened the partnership with the 50 Best brand and captured authentic sentiment from leading culinary voices.