/PRZWT/ The global condiment and seasoning brand Lee Kum Kee announced a partnership with UNESCO (United Nations Educational, Scientific and Cultural Organization) and held the launch ceremony for the first global cooperation project, "Forever Flavors Project", in Beijing. This project will establish a "Global Flavor Memory Archive", by collecting dietary stories from all over the world, using "flavor" as a bridge to promote cross-cultural dialogue and emotional connection, and promote the sustainable inheritance of dietary culture.
Shi Zhiqi, the Chief Corporate Affairs Officer and General Counsel of Li Jinji Group, Cao Xiaomin, the Vice President of Global Brand Development and Communication of Li Jinji Condiments, Professor Xia Zehan, the Director and Representative of the East Asia Regional Office of UNESCO, the Representative of the National Committee of China for UNESCO, the Representative of the International Exchange and Cooperation Bureau of the Ministry of Culture and Tourism of China, the Representative of the Intangible Cultural Heritage Department of the Beijing Municipal Culture and Tourism Bureau, the Representative of the Second-Class Center of UNESCO, the Representative of the Creative Cities Network of UNESCO for Chinese Cuisine Cities, industry associations and societies representatives, media and online influencers all participated in the launch ceremony of the "Unforgettable Taste - Archive Project", announcing the official launch of the global cooperation between the two parties.
Lai Jim Kee and UNESCO will conduct in-depth cooperation focusing on four major areas, including protecting culinary cultural heritage, cultivating young culinary talents, establishing a cross-cultural dialogue platform, and promoting public participation to jointly protect and promote the humanistic flavors and collective memories that transcend time and space.
Among them, the first move of the strategic cooperation, "Forget Not's Flavor·Archive Project", began on January 20th, inviting global public to submit stories about their flavor memories. Subsequently, it was promoted through various social platforms such as the official Redbook account of the project (Forget Not's Flavor·Archive Project), Lijingji's official Instagram, UNESCO website, WeChat official account, etc., using hashtags #Flavor Memory Archive, #Forever Flavors Project, #Forget Not's Flavor. It invited people from all over the world to record and share their own, family or community flavor stories through text, videos and pictures, and upload them to the designated event webpage.
The outstanding selected content will have the opportunity to be displayed on the UNESCO and Lai Jim Kee official platforms. Content contributors will receive an electronic certificate with a unique archive number under the "Remembering the Flavor · Archive Project" of UNESCO and Lai Jim Kee. The project will also collaborate with professional chefs and home cooking enthusiasts to ensure that the memory of the flavor continues to flow.
Professor Xia Zehan, the Director and Representative of the UNESCO Regional Office for East Asia, stated at the launch ceremony: "Food is a living heritage that carries memories, identities and emotions. It is the key to connecting generations, promoting cultural identity and sustainable development. We are very pleased to collaborate with Lee Kum Kee, a company whose history is closely linked to its cooking techniques and cross-generational daily dietary traditions. This collaboration demonstrates how partnerships between public and private institutions can make meaningful contributions to cultural protection, based on common values, respect for cultural heritage, and long-term commitment."
Shi Ziqi, the Chief Corporate Affairs Officer and General Counsel of Li Jining Group, stated in his speech: "Since its establishment in 1888, Li Jining has always focused on the kitchen, the dining table, and the daily life of families. Starting with a spoonful of oyster sauce, and now entering the homes of people all over the world, what we have always adhered to is not only the stability of the taste, but also that familiar and reassuring feeling, safeguarding a 'taste memory'. Therefore, Li Jining has deeply resonated with the UNESCO in terms of philosophy and reached a cooperation agreement. We sincerely thank the UNESCO for building this bridge of cultural exchange."
At the event site, four special guests, including Chef Vicky Zheng Yongqi (the founder and head chef of "Yong"), a food blogger Yang Guang, a humanistic writer Xiao Yang (Xiaoyang), and Sun Guoliang, the representative inheritor of the Sichuan cuisine cooking technique, an intangible cultural heritage of Zhejiang Province, shared their stories related to taste. From the family recipes passed down from generation to generation, to the familiar flavors that soothe homesickness, and to the way food enables cultural identity and self-healing, the guests vividly explained "how taste becomes an anchor point of emotions", while presenting the core concept of the plan.
