Lee Kum Kee invites HKers to experience the joy of food with pop-up store

Lee Kum Kee has partnered with Grey Hong Kong to unveil its first-ever convenience pop-up store at D Park Mall in Hong Kong.  

Available from 19 July until 18 August, the Lee Kum Kee ‘yummy convenience store’ aims to showcase the brand’s commitment to genuine flavours and exciting culinary experiences.  

Targeting culinary masters, food enthusiasts, or kitchen newbies, this activation allows visitors to experience the joy of food and convenient cooking.  

The retro-inspired convenience store has a modern twist, and it’s designed to be a welcoming space that puts the brand’s flavours at the front and centre of the idea.  

The convenience store showcases an array of zones with products that use Lee Kum Kee’s ingredients in the most innovative, creative and delightful way. For example, the Gelato stand has Lee Kum Kee collaborating with the Australian gelato brand Messina to launch the first-ever oyster sauce and soy sauce flavoured gelato in the market. 

The pop-up store also comes with a membership zone which offers visitors a chance to walk away with a tote bag filled with Lee Kum Kee products. Other zones feature Hong Kong’s first-ever gashapon (capsule toy) machine, which dispenses Lee Kum Kee mini product magnets.  

There’s also a recipe printing zone where visitors can select a Lee Kum Kee sauce to instantly receive a mouth-watering recipe that can be whipped up in under 20 minutes.  

“What better way to highlight our brand’s elevated flavour characteristics and the convenience of cooking with Lee Kum Kee sauces than a convenience store that excites visitors and their tastebuds,” said Eric Lin, general manager, Hong Kong, Macau and Taiwan, Lee Kum Kee, Hong Kong.  

“Since 1888, Lee Kum Kee has officially transformed deliciousness into convenience, bringing it into every household in Hong Kong and around the world. The yummy convenience store is simply amplifying the convenience message in a physical space and treating customers to something special simultaneously,” said Rick Kwan, creative partner, Grey Hong Kong.  

MARKETING-INTERACTIVE has reached out to Grey HK for more information. 

Don't miss: Lee Kum Kee concludes creative pitch for HK food business

Back in April, Lee Kum Kee handed the creative duties of its food business to Grey Hong Kong, following a competitive pitch in January 2024.   

The agency pitch also comes along with an audacious campaign for Lee Kum Kee Noodles. Breaking away from the norm of polished, picture-perfect food advertising, Grey and Lee Kum Kee have opted for a bold and authentic approach that encapsulates the brand's commitment to genuine flavours and delightful culinary experiences.  

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