"I am Chen Mingli, 25 years old from Maoming, Guangdong Province, a 2013 Lee Kum Kee Hope Chef who is currently working as the head of cold dishes at Huayueting Restaurant in Guangzhou. I received a special task today..." Recently, the internationally renowned sauce brand Lee Kum Kee released the first food public welfare store exploration program "Cooking Burning Heart" on the official WeChat video account. The first stop of the program is Guangzhou, and Chen Mingli, who graduated from Beijing Jinsong Vocational High School, is the host of the first issue.
"It's really good to find a new way to eat Peking duck - Lee Kum Kee XO sauce and roast duck!" A netizen sighed after watching the first video. The Lee Kum Kee "Cooking Burning Heart" program was freshly baked, aiming to join hands with Lee Kum Kee Hope Chefs to take netizens to punch in well-known local restaurants from their first perspective, and lead consumers to visit the front kitchen of catering enterprises around the world in the form of short videos to explore the cooking methods of delicious dishes. The style is relaxed and witty, there are stories and interactions, empathy with netizens, and win-win results with the catering industry. In just ten days after the first program was broadcast, the number of broadcasts on various platforms has reached 60,000+, and it has received praise from big coffee makers in food and public welfare.
Lee Kum Kee's first food public welfare visit show", "Cooking Burning Heart", brings innovative XO sauce roast duck eating method
"Cooking and burning heartbeat" is pronounced "heartbeat". "Cooking" is the cooking of food; "burning" not only refers to the fire used in cooking food, but also refers to the hope that chefs will dream and Lee Kum Kee's hot pursuit of giving back to the society and carrying forward China's excellent food culture. This is the original intention of the show. In addition to punching in Guangzhou Huayueting Restaurant, the program will also take netizens to follow the footsteps of Chef Lee Kum Kee Hope, go to Chengdu, feel the fun of working at the Hilton Hotel in Chengdu, "Cloud Tasting" special panda bags, feel Lee Kum Kee's help in the development of Sichuan cuisine heritage; go to Beijing, experience the romantic atmosphere of the Roland Lake Restaurant in Beijing, and punch in the back kitchen of the Net Red Restaurant...
The second phase of "Cooking Heart" Chengdu Hilton grabbed "fresh" to take netizens to taste the special panda bun
The third issue of "Cooking Hearts" Beijing Roland Lake, experience the romantic atmosphere with you
This time, there are still Lee Kum Kee's various special sauce products, amazing taste buds, and a vibrant chef of hope. But this time, there is also a difference: from program planning to choosing to release on The Lee Kum Kee's official WeChat video account platform, this century-old company, adhering to the "spirit of eternal entrepreneurship", ushered in a new era on the road of brand digital transformation.
As Lee Kum Kee China Director of Corporate Affairs Lai Kit Shan said in the 2021 Golden Flag case review interview: "In the past ten years, Lee Kum Kee hopes that the communication method of the chef project will keep pace with the times, from the initial centralized project information in the traditional online media, printed physical brochures and other channels gradually expanded, to the use of WeChat public accounts, short video platforms, live broadcasts and other ways to spread from all directions and angles." In addition, the project also invited hope chef trainees from all over the world to show their learning cooking techniques and growth insights through live broadcasts of students and factory visits, so that netizens could more intuitively obtain the information of the Hope Chef project. At the same time, Lee Kum Kee hopes that the Chef Project will greatly enhance the reputation of the Lee Kum Kee brand by continuously exporting the lee kum kee corporate culture and creating a corporate image of 'upward to good'. ”
Founded in 1888, through 134 years of unremitting efforts, Lee Kum Kee has grown from a small workshop that only produces oyster sauce and shrimp paste to a multinational sauce group with more than 200 products and exported to more than 100 countries and regions around the world. With the original intention of "Si Li and people, benefiting society and sharing results", Lee Kum Kee Hope Chef Project has also gone through ten years and has embarked on a unique public welfare path in the condiment and catering industry.
In 2011, the Lee Kum Kee Hope Chef Project was launched in Beijing, planting a seed of hope; in 2013, the project landed in Chengdu; in 2020, Lee Kum Kee responded to the call of the Guangdong Provincial Party Committee and the Provincial Government to promote the high-quality development of the "Cantonese Cuisine Master" project and opened the "Lee Kum Kee Hope Chef Cantonese Cuisine Master Class". Since 2011, Lee Kum Kee has fully funded more than 1,000 aspiring young people in 21 provinces and cities across the country to realize their dreams of cooking, with the mission of "carrying forward the excellent Chinese food culture", practicing the corporate culture of "Si Li Ji Ren", cultivating outstanding talents for the catering industry, and helping rural revitalization.
A hundred years of inheritance, endless struggle. At present, the first program of Lee Kum Kee's "Cooking and Burning Heart" is being broadcast, and "digitalization" empowers the deep integration of catering and public welfare, and collides with new ideas. The next stop of the program is Chengdu, Beijing... Let's look forward to Lee Kum Kee bringing consumers a more interesting and delicious experience and more heartwarming moments.
Scan the code to pay attention to the Lee Kum Kee China video number, looking forward to more exciting and delicious moments