Lee Kum Kee Celebrates Culinary Greatness at Asia’s 50 Best Restaurants 2025 Awards

Lee Kum Kee, the esteemed Asian culinary brand with over a century of heritage, proudly reflects on its successful partnership as the Official Sauce and Condiment Partner at the recently held Asia’s 50 Best Restaurants 2025 awards in Seoul, Korea. This prestigious event, which took place on 25 March at Grand Hyatt Seoul, brought together culinary luminaries, chefs, restaurateurs, and food enthusiasts from across the region to honour the best in gastronomy.

In partnership with Lee Kum Kee, we had the privilege of bringing to life their Asia's 50 Best Restaurants Awards 2025 campaign through two curated brand events in Seoul and a robust regional social media campaign that involved six inspiring tastemakers from across Asia: Bernice Liu, Veronica Phua, Nicholas Ng, Zoey Gong, Chef May Chow & Chef Mario Tolentino.

Ahead of the awards ceremony, each tastemaker shared a personal reel exploring how Lee Kum Kee has shaped their relationship with food — spotlighting the brand’s cultural significance across diverse cities and culinary disciplines. The campaign culminated in Seoul, where the tastemakers embarked on an immersive food tour, participated in the brand events, and attended the 50 Best awards ceremony. Their journey was captured in compelling recap reels that celebrated their connection with Lee Kum Kee and the spirit of Asian cuisine.

Bernice Liu (Hong Kong)

Pre-Awards: https://www.instagram.com/p/DHiTpxUxfG0/

Seoul Recap: https://www.instagram.com/p/DIV6GztJ0g3/

Veronica Phua (Singapore)

Pre-Awards: https://www.instagram.com/p/DHf6X0GzNP9/

Seoul Recap: https://www.instagram.com/p/DITYQ1Yz6a0/

Nicholas Ng (Kuala Lumpur)

Pre-Awards: https://www.instagram.com/p/DHf9d-gOO0_/

Seoul Recap: https://www.instagram.com/p/DITVZT9P5mO/

Zoey Gong (Shanghai)

Pre-Awards: https://www.instagram.com/p/DHiVvNNxvGr/

Seoul Recap: https://www.instagram.com/p/DIV8HZ-Rh0-/

Chef May Chow (Hong Kong)

Pre-Awards: https://www.instagram.com/p/DHf7Lvuxl-m/

Seoul Recap: https://www.instagram.com/p/DITUzxMxg7W/

Chef Mario Tolentino (Bangkok)

Pre-Awards: https://www.instagram.com/p/DHia4UZxZy-/

Seoul Recap: https://www.instagram.com/p/DIV6bZJyCGr/

Two curated brand events in Seoul featuring award-winning chefs and bartenders are:

• A four-hands with Chef May Chow (Asia's Best Female Chef 2017) at Vinology. Event recap HERE.

• A bar takeover of Mark Llyod from Wing Lei Bar at Pine & Co. (Asia's Best Bars #50, 2024). Event recap HERE.