Bangkok, 27 May 2025 – This year, the carpets of THAIFEX – Anuga Asia 2025 are rolled out once more at the bustling heartland of Bangkok: IMPACT Muang Thong Thani. An event that stretches from May 27-31, it anticipates a crowd thirsty for culinary discovery. But nestled among the aromatic stalls, spot the vivid vibrancy of Lee Kum Kee, a name stitched into the very fabric of Asian sauce history.
Marking its triumphant third year at this celebrated expo, following its debut in 2023, Lee Kum Kee steps in once again with a promise to dazzle. The booth this year is a sensory voyage—a passage through time and taste, as the leading light in Asian sauces showcases not just the expected tangs and transformations, but an expansive palette reflecting contemporary trends in health, convenience, and modern living.
The curtains lift on exclusive features, including live cooking spectacles. It’s here that audiences will find the kitchen skills of culinary maestros: Chef Pom (Thanarak Chuto), Chef Toon (Sumlanat Banditrach), and Chef Enoch Teo, making meals dance on the tip of your tongue. The divine choreography of their knives and pans, embraced by Lee Kum Kee’s sauces, promises audiences an elevated exploration of Asian cooking. Daily, visitors can awaken their taste buds with menu offerings crafted specifically to spotlight the delicious ingenuity that Lee Kum Kee sauces bring to each dish.
In its commitment to culinary innovation, the brand takes pride in serving as the Official Partner of Premium Sauce for the Thailand Ultimate Chef Challenge 2025 11th edition (TUCC). Held during THAIFEX, this contest isn’t just a challenge; it’s a proving ground for the finest and the boldest chefs. This partner role reflects Lee Kum Kee’s enduring mission to foster culinary talent across national lines.
As Vincent Wong, President – APAC of Lee Kum Kee Sauce, voices, “With over 135 years of culinary heritage, Lee Kum Kee is more than a company—it’s a legacy of taste, a vehicle carrying the richness of tradition and the passion of Asian flavors around the globe.” Their unbroken streak at THAIFEX for three years running is not merely participation; it is a festival of connection, forging a link between a community of food lovers and the timeless excellence of Asian cuisine.
So, whether a first-time visitor or a seasoned regular, the call is open to join Lee Kum Kee at Hall 10, Booth LL15. A feast for curiosity and palate awaits, promising to indulge the senses and share stories through scent and flavor. Witness the celebration of tradition, innovation, and the unique power of cuisine to transcend boundaries and bring the world together. Keep in touch with all the latest scoops and updates as Lee Kum Kee continues their journey: www.facebook.com/LeeKumKeeThailand
I’m so thrilled to see Lee Kum Kee at THAIFEX again! Their sauces are a staple in my kitchen.
Same here! I use their oyster sauce in nearly every stir-fry. Adds a rich umami kick.
Right? I wish they had even more variety available locally though.
You can find a bigger selection online now. Try the premium soy sauce if you haven’t!
Isn’t it just a marketing gimmick? They just want to sell more sauce.
I think it’s more about celebrating culture and innovation in food. They showcase talented chefs too.
True, but we can’t deny they are a business. It’s both trying to innovate and sell a product.
I watched Chef Pom at a show last year, and his skills are insane! Can’t wait to see them in action at this event.
His knife skills are hypnotizing! And with Lee Kum Kee sauces, it’s a perfect match.
Vincent Wong really nails it when he talks about Lee Kum Kee’s heritage. It’s a legacy indeed.
Agreed, but I think we also need to focus on sustainability. We can’t keep traditions alive if we don’t consider the environment.
That’s true. I wonder how much they’re doing in terms of eco-friendly practices.
Sounds like an excellent event for foodies! Is it open to the general public?
Yes, it is! You should definitely check it out if you’re in Bangkok.
All this fuss about sauces… does anyone actually get anything out of these conventions?
These events are great for networking and learning about new trends in the industry.
It’s also a celebration of culinary art, not just about sales.
I hope they have more plant-based options this year. Asian cuisine can be so vegan-friendly!
Yes, they should embrace more plant-based recipes given the growing trend.
But isn’t traditional Asian cuisine already quite veggie-centric? Seems like a no-brainer.
The line-up of chefs sounds exciting! It’s impressive that they’re bringing different culinary styles together.
Lee Kum Kee’s consistency in quality is unmatched. Their sauces really elevate dishes to another level.
Though I love their brand, I’m skeptical about how ‘modern living’ trends will shape traditional flavors.
There’s no wrong time to visit an event like this. Endless learning opportunities!