Big Zuu x Lee Kum Kee Char Siu Sauce

  • Vivian Yau

THE CHALLENGE To create an entertaining rap that celebrates Lee Kum Kee’s incredible Char Siu sauce alongside a big name influencer in the food and rap sphere. THE OBJECTIVE To create the concept theme for the music video, content assets to increase consumer awareness of Lee Kum Kee’s Char Siu Sauce and bringing it into mainstream markets. THE CAMPAIGN Our creative team came up with the content of “Leng Char Siu”, with the discovery of the British slang work “Leng” having the same meaning in Cantonese culture (Lee Kum Kee’s origin), the team executed an exciting music video shoot to showcase the applications of Char Siu sauce, working with British rapper, BAFTA Award winner, and TV personality star, Big Zuu, to create an upbeat rap linking Lee Kum Kee’s Char Siu sauce. See the results below! THE RESULTS The music video was viewed a impressive 43,000 times on Lee Kum Kee’s YouTube page (and counting!), and received over 80 thousand views across Big Zuu’s Instagram and TikTok! The content was highly engaged with earning over 5,000 likes on IG and TikTok, and generating hundreds of supportive comments from audiences and other celebrities, celebrating both the collaboration and the brand.

Project Tags


  • The Big Draw logo

    The Big Draw

    • Arts and Culture
  • L

    Lee Kum Kee Europe Ltd

    • B

      Bee Influence Ltd

      • D

        Darius Shu

        • s

          silver prince productions