Lee Kum Kee champions a growing cultural occasion with a UK- and EU-wide investment programme
Chinese New Year (CNY) remains one of the world’s most significant cultural occasions and yet, in the UK and wider Europe, it is still an under-leveraged retail moment with substantial headroom for growth. As awareness of Asian cuisines accelerates and demand for authentic, high-quality cooking ingredients and sauces continues to rise among both Asian and non-Asian households, the occasion presents a major opportunity for retailers to drive incremental value.
This year, Lee Kum Kee launched Moments Made to Share, a brand campaign designed to elevate Chinese New Year as a mainstream, modern and commercially meaningful occasion. Building on strong consumer appetite for world cuisines, the brand is investing across multiple markets to help retailers tap into a moment that fuses emotion with commercial impact.
Chinese New Year: A Cultural Moment with Commercial Power
Although celebrated for generations within Asian communities, CNY has rapidly gained visibility among wider UK and EU audiences. Food is central to the occasion and increasingly, consumers of all backgrounds are seeking out authentic ingredients to cook meaningful, shareable meals at home. This is aligned with consumer trends with more than 80 % of UK consumers buying products inspired by international cuisines weekly or biweekly, and over 80 % saying it’s important that retailers stock a broader choice of global-flavoured foods.
As one of the world’s most significant cultural celebrations, Chinese New Year is rooted in reconnection, sharing and togetherness – values that resonate far beyond the Asian community. Its presence in UK retail is growing rapidly, fuelled by more households cooking Asian cuisine weekly and younger shoppers increasingly embracing global food cultures. With this rising mainstream momentum, the opportunity to spotlight CNY as a joyful, unifying moment across both in-store and digital touchpoints has never been stronger. Emerging consumer-behaviour trends also show that Chinese New Year shopping begins much earlier than the festival itself, with search interest and purchase consideration starting three to ten weeks in advance.
For retailers, this rising momentum creates opportunities to curate cross-category solutions, introduce in-store theatre and connect online inspiration with physical shopping moments.
Lee Kum Kee’s 2026 campaign aimed to support retailers in:
- Driving incremental spend by broadening participation beyond core Asian shoppers
- Modernising the occasion while maintaining authenticity and cultural respect
- Creating emotional and cultural connection that translates into basket growth
- Building category value through education, inspiration and visibility
The Wishing Tree: Immersive Brand Experience Across Three Major Sites
Inspired by traditional CNY customs, the Lee Kum Kee Wishing Tree appeared in high-footfall destinations, designed to capture attention beyond the core Asian shopper and build universal cultural connection.
- Waitrose, Canary Wharf: 15–21 February 2026
- King’s Cross Station: 18 February 2026
- ALEXA Berlin: 18 February 2026
Visitors were invited to take a wishing card, scan the QR code and submit their wish digitally (as a written message or short video) before hanging the physical card on the tree. This simple mechanic allows each tree to fill with meaningful wishes throughout the day, transforming a traditional ritual into a modern, interactive experience.
The installation also introduces KeeKee, the brand’s new mascot, who appears across all touchpoints, helping bring the occasion to life in an inviting, culturally respectful way.
Importantly, every digital wish submitted at the Wishing Tree automatically enters the visitor into the Win a Wish competition, seamlessly connecting the experiential moment with a wider, nationwide activation. This integration links physical participation with digital engagement, strengthening brand interaction and extending reach beyond the installation itself.
The experience is designed to encourage social amplification, increase dwell time and drive overall brand awareness.
From Reflection to Action: Win a Wish Competition
As the digital extension of the Wishing Tree experience, Lee Kum Kee’s Win a Wish invites consumers nationwide to share a wish centred on togetherness or a meaningful shared moment, whether submitted at one of the installations or entered online.
Five winners in each market will have their wishes granted, this could be anything from reuniting loved ones with flight tickets to covering the cost of a big family get-together. This mechanic builds brand affinity while driving sustained digital traffic to retailers throughout the CNY period.
Meaningful Partnerships: Lee Kum Kee x Re-engage
As part of its commitment to community and cultural connection, Lee Kum Kee partnered with Re-engage, the UK charity combating loneliness in older adults. Together, they hosted a Chinese New Year feast on 12 February 2026, providing a warm, celebratory experience for guests who may otherwise spend the occasion alone.
This initiative demonstrates Lee Kum Kee’s long-term investment in the UK market, building goodwill while reinforcing the role of food as a connector across cultures and generations.
Trading Up the Occasion: Recipes for Modern Celebrations
Lee Kum Kee has created a collection of nine contemporary Chinese New Year recipes designed for modern tables and everyday cooks. Simple to follow and made with easily accessible ingredients, these dishes make it easier for shoppers to engage with the occasion, whether cooking for family, friends, or wider gatherings.
The CNY promotion goes beyond showcasing our core products. With more consumers inspired to cook and celebrate Chinese New Year, the campaign encourages exploration across a variety of ingredients, helping people create meaningful and memorable meals.
Recipes include Crispy Chilli Beef, Fortune Cabbage Dumplings, Steamed Garlic Prawns with Glass Noodles and Creamy Custard Bao.
The Future of Chinese New Year in Retail
Moments Made to Share reflects Lee Kum Kee’s ambition to transform Chinese New Year from a niche cultural moment into a widely celebrated food occasion that is modern, inclusive, and meaningful without cultural dilution.
Through widespread investment, culturally grounded storytelling and cross-channel activation, Lee Kum Kee is empowering retailers to unlock a category moment with significant untapped value.
Source: Lee Kum Kee
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