Launches limited edition dim sum at Tsim Tung Ho Choi Seafood Restaurant to bring Chinese culinary heritage to customers
HONG KONG, June 19, 2012 /PRNewswire-Asia/ -- As a century-old ethnic Chinese enterprise, Lee Kum Kee honours traditional Chinese culture, and is taking the opportunity to promote China's cultural inheritance in conjunction with the forthcoming Hong Kong Dragon Boat Carnival, as well as to position itself as an international brand. The company has chosen two unique aspects of traditional culture through which to express its esteem for the national heritage: dragon boat racing and gourmet Chinese cuisine.
Lee Kum Kee has announced it will be the title sponsor for the 8th IDBF Club Crew World Championships (CCWC). This series of dragon boat races is run under the auspices of the International Dragon Boat Federation and draws athletes from across the globe. This year's edition is titled the "Lee Kum Kee 8th IDBF Club Crew World Championships", and forms part of the 2012 Hong Kong Dragon Boat Carnival, making it the first ever world-class international dragon boat race in Hong Kong.
In addition to the title sponsorship of the 8th CCWC, Lee Kum Kee is launching a marketing campaign themed "Keep Heritage Moving" in support of the Hong Kong Dragon Boat Carnival, with a strong brand presence at the event and a partnership with Tsim Tung Ho Choi Seafood Restaurant (Sea View Banquet Hall) to offer an exclusive time-limited gourmet dim sum menu. Created with Lee Kum Kee's sauces and condiments, the exclusive dim sum will be available for the duration of the CCWC, from 4 - 8 July 2012.
"Over 124 years, Lee Kum Kee has developed into an international brand in the sauces and condiments industry. We always place high value on our heritage and support for traditional Chinese culture through a variety of CSR initiatives. Taking on the title sponsorship of the 8th IDBF Club Crew World Championships is an ideal opportunity for us to do so. Dragon boat racing is a tradition that stretches back centuries and embodies some of the best qualities of Chinese culture -- team spirit, a positive attitude, and colourful festivities," said Lee Kum Kee Director Mr Eddy Lee. "Naturally, traditional cuisine is also very important to Lee Kum Kee. Our partnership with the renowned Ho Choi Group is a way to promote the highest standards of Chinese culinary tradition using quality sauces and condiments. Through both these initiatives we aim to do our part to preserve and strengthen our shared cultural inheritance."
Open from 10am to 6pm every day and located close to the finish line of the race course, the Lee Kum Kee stand at the "Lee Kum Kee 8th IDBF Club Crew World Championships" will give out souvenir fans, and ten thousand Chinese barbecue pork buns seasoned with Lee Kum Kee premium oyster sauce, to share the unique Chinese traditional culture with paddlers, spectators and tourists.
The booth will also feature a special vending machine dispensing tube packs of Lee Kum Kee Premium Oyster Sauce. Every pack sold from the machine from 4 - 8 July comes with an instant-win lucky draw ticket, with prizes on offer including premium Lee Kum Kee sauces and condiments and a grand banquet at Ho Choi Seafood Restaurant.
All these activities in support of the Hong Kong Dragon Boat Carnival will be further bolstered by the presence of the official Lee Kum Kee dragon boat racing team at the event, with the company's representatives actively participating to "Keep Heritage Moving" and support Lee Kum Kee's efforts to sustain Chinese traditions as part of a vibrant living culture.
About Lee Kum Kee Company Limited
In 1888, Mr. Lee Kum Sheung invented oyster sauce in Nan Shui Village, Guangdong Province, China and established Lee Kum Kee. Today, Lee Kum Kee has introduced more than 220 sauces and condiments reaching over 100 countries and regions across five continents. It is now a century-old Chinese sauces and condiments brand recognised around the world.
With its core values of "Pragmatism, Integrity, Constant Entrepreneurship" and "Si Li Ji Ren (Considering Others' Interest)", Lee Kum Kee has become a symbol of quality and trust.
Lee Kum Kee will continue pursuing its mission of "Promoting Chinese Cuisines Worldwide", aiming to reach every corner of the world.
To know more about Lee Kum Kee, please visit our website www.LKK.com.
About Lee Kum Kee 8th IDBF Club Crew World Championships
The CCWC takes place every other year and its eighth edition is a joint venture between the HKTB, the HKDBA and the International Dragon Boat Federation (IDBF). The participating crews come from over 20 countries and regions, and their entries have been sanctioned by the IDBF member organisations in their respective countries and regions to ensure that the competing athletes are first-rate.
About Lee Kum Kee Dragon Boat Team
The Lee Kum Kee dragon boat team will compete in four separate races at the Hong Kong International Dragon Boat Races and the CCWC. Established in 1998, the team now has 120 members from Hong Kong and mainland China and has participated in international dragon boat competitions in Hong Kong, Japan and Malaysia.