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Lee Kum Kee in Fashion -- The FIRST EVER Sauce and Condiment Group Participating in HKTDC "Style Hong Kong Show"

Lee Kum Kee International Holdings Limited
2010-10-11 13:04 6916

Sponsoring Hong Kong Fashion Design Students to Create "Taste of Style" Collection

HONG KONG, Oct. 11 / PRNewswire-Asia/ -- Lee Kum Kee (LKK), a global renowned sauce and condiment group, will exhibit the first collection of "Taste of Style" at Style Hong Kong Show organized by Hong Kong Trade Development Council from 15 to 19 October in Century Square, Nanjing Road, Shanghai. 


Winning outfits of Lee Kum Kee "Taste of Style" Fashion Design Competition

This summer, Lee Kum Kee rolled out a fashion design competition to select the most talented students in Hong Kong. The winners were Ms. Hermione Chan from Hong Kong Polytechnic University, and Ms. Denise Ng and Ms. Del Sol Razo Abegail from Raffles College.

Ms. Hermione Chan chose "Origin" as the theme. The top is the traditional Chinese outfit "Qi Pao", representing Lee Kum Kee is the "Origin" of the Chinese culture; the bottom is the colour of Lee Kum Kee's oyster sauce from light brown to dark brown. The layers symbolize the shape of the oyster shell.

Ms. Denise Ng picked "Revolution" as the theme. She used denim to produce the wedding gown, symbolizing the modern women are desire for changes; however, they have the beauty of traditional Chinese wisdom. This reflects the brand elements of Lee Kum Kee -- innovatively launch different sauces with traditional taste of Chinese sauces.

Ms. Del Sol Razo integrated "Waves" in her design. The water waves symbolize the oysters selected by Lee Kum Kee are grown along the seashore without pollution; the layers reflects the texture of its oyster sauce -- 1 kg of oyster sauce was extracted from 10 kg of oysters.

Lee Kum Kee created a website (www.LKK.com/fashion) and deployed social media including Youtube, Facebook (www.LKK.com/fb) and Flickr (http://www.flickr.com/photos/leekumkeetasteofstyle/) to share with fashionistas in the world the winning outfits.

"Fashion represents trend, style and innovation which are the brand equity of Lee Kum Kee," Mr. Leslie Fung, Executive Vice President -- Corporate Affairs of Lee Kum Kee shared. "We selected 'Taste of Style' as our theme because Lee Kum Kee is a brand promoting stylish dinning. Our sauces and condiments aim to stimulate the taste buds of each individual in the world. Through the outfits, we want the audiences to experience the delicious and stylish elements of our brand."

After the Show, all outfits will be exhibited in different countries with the presence of Lee Kum Kee. Lee Kum Kee will continue its enthusiasm in promoting stylish dining experience and dedication to promote the experience in the world.

To download the videos and photos related to "Taste of Style", please visit www.LKK.com/fashion. For high resolution photos, please download from the following ftp:

FTP: ftp://ftp.leekumkee.com/
Username: PR
Password: leekumkee

About Lee Kum Kee

Lee Kum Kee was established in 1888 in Nanshui of Guangdong Province. It is the inventor of oyster sauce. With its corporate core value of "Pragmatism, Integrity and Constant Entrepreneurship", the Group has been grown into a global brand with more than 220 sauces and condiments, which are marketed to more than 100 cities.

The Group is committed to "100-1=0" concept to quarantine its product quality. The concept is based on its second corporate core value of "Si Li Ji Ren -- Considering Others' Interests".

Lee Kum Kee will continue its mission of "Promoting Chinese Cuisine Worldwide" to reach every corner of the world.

Source: Lee Kum Kee International Holdings Limited
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