Lee Kum Kee, the leading global pioneer of Asian condiments and sauces, joined forces with Food Network's "BBQ Brawl" Season 3 finalist Chef Winnie Yee to blend Eastern and Western cuisine.
The collaboration introduces a new limited-time holiday menu item at Yee's award-winning Smoke Queen Barbecue restaurant in Garden Grove, California.
Marking the brand's first collaboration with a barbecue-style joint, the new Sticky Pork Ribs with Chili Crisp Cranberry Glaze features tender ribs enhanced by the fiery kick of Lee Kum Kee's Chiu Chow Style Chili Crisp Oil.
View this post on Instagram
Building on the success of the brand's recent collaborations with restaurants, this partnership is the latest in a series of efforts aiming to connect with younger audiences.
In a press release, Lee Kum Kee USA Marketing VP Elaine Thai emphasized the brand's unique position as a global purveyor of Asian culinary culture:
"Our collaboration with Chef Winnie Yee underscores how Lee Kum Kee makes it simple for anyone to enhance their meals with bold flavors, from BBQ and burgers to tacos and beyond."
View this post on Instagram
The dish will be available from December 5 throughout the remainder of the year at Smoke Queen Barbecue for $24.
Lee Kum Kee's entry into the Western market was marked by a streak of delicious collaborative creations with some of the country's trendiest eateries.
By continuing to team up with rising figures in the culinary world, the brand ramps up its targeted influencer marketing efforts, maintaining its relevance by actively engaging with younger demographics.
Culinary Expansion
Yee has built a name for herself over the past decade as an influential chef and pitmaster.
Best known for utilizing Asian flavors to reinvent American dishes, she's appeared in several Food Network shows, including "Chopped."
View this post on Instagram
With her latest culinary invention, she highlights Lee Kum Kee's delicious, versatile products that help produce rich flavors.
BBQ lovers and foodies are sure to get a kick out of Chef Yee's many inspired takes on American cuisine.
Meanwhile, back in September, Firehouse Subs revived its famous hot sauce bar with the help of Orchard Creative.
