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Global sauce and condiment leader Lee Kum Kee has announced a strategic partnership with the United Nations Educational, Scientific and Cultural Organisation (UNESCO), launching a global initiative designed to document and safeguard culinary heritage.

The collaboration, officially unveiled at a ceremony in Beijing, is anchored by the "Forever Flavours Project", a campaign aimed at creating a comprehensive digital archive of flavour memories from around the world.

The 'Forever Flavours Project': A Digital Archive

The flagship initiative seeks to crowdsource food-related stories to foster cross-cultural dialogue. Starting 20 January, the project is accepting submissions from the global public via multiple social platforms.

Submission Mechanics:

• Platforms: RedNote (Xiaohongshu), Instagram, WeChat, and a designated project website (foreverflavorsproject.lkk.com).

• Content: Users are invited to share personal, familial, or community flavour stories via text, video, and photos using the hashtag #ForeverFlavorsProject (or #忘不了的味道).

• Incentives: Contributors will receive a digital certificate bearing a unique archival number. Selected stories will be featured on the official platforms of both UNESCO and Lee Kum Kee.

Strategic Pillars

The partnership is structured around four key priorities aimed at sustainable preservation:

1. Safeguarding culinary cultural heritage.

2. Nurturing young culinary talent.

3. Building platforms for cross-cultural dialogue.

4. Encouraging public participation.

Professor Shahbaz Khan, Director and Representative of the UNESCO Regional Office for East Asia, emphasised the cultural significance of the deal: "Food is a living heritage that carries memory, identity, and emotion. It serves as a key link between generations and is crucial for promoting cultural identity and sustainable development. UNESCO is especially pleased to partner with Lee Kum Kee... This collaboration demonstrates how public-private partnerships can contribute meaningfully to cultural safeguarding when grounded in shared values."

Daniel Shih, Chief Corporate Affairs Officer and General Counsel of Lee Kum Kee Group, added: "Since 1888, Lee Kum Kee has been at the heart of kitchens, dining tables and the everyday family life. From a single spoon of oyster sauce to becoming a beloved staple in households worldwide, we have maintained not only a consistent flavour but also a sense of familiarity and reassurance – preserving a 'memory of flavour'."

Launch Event Context

The launch ceremony in Beijing featured a diverse roster of speakers illustrating the project's core themes, including Vicky Cheng (Executive Chef/Owner of WING, one of The World's 50 Best Restaurants) and Sun Guoliang, a representative inheritor of Shaoxing cuisine cooking skills.