Lee Kum Kee and Bandai transform signature sauces into capsule toys

Lee Kum Kee has partnered with Japanese toy brand Bandai to transform their iconic sauces into miniature gashapon keychains, leveraging Japan’s capsule toy culture to turn a traditional condiment brand into a lifestyle collectible.

Available in Bandai gashapon machines at major department stores and shopping malls in Japan, Hong Kong, Taiwan, the Philippines, Vietnam, and Australia, the limited-edition collection features a lineup of mini sauce bottles, such as XO sauce, premium, oyster sauce, seasoned soy sauce for seafood, fire hot dried shrimp chilli oil, and char siu sauce.

The product collection is inspired by the popularity of their sauce products in Japan and other Asian markets. One set is specifically designed for the Japanese market, while another set targets other Asian markets.

Grace Au, vice president - marketing, APAC, Lee Kum Kee, told MARKETING-INTERACTIVE that the partnership aligns with the brand's broader marketing strategy to modernise its image and attract the young consumer segment. While gashapon and capsule toys are highly popular among young people in Asia, they are the consumer segments where Lee Kum Kee aims to enhance brand exposure and awareness.

Furthermore, by partnering with Bandai, a global leader in toy intellectual property (IP) such as Gundam and Dragon Ball, the collaboration allows Lee Kum Kee to access young consumer demographics, helping the brand penetrate youth markets.

Given the nature of gashapon, Lee Kum Kee aims to drive repeat purchases from consumers who may want to complete their collections, while also expanding brand exposure beyond cooking into the realms of "collectibles" and strong "social sharing power". 

To promote the partnership on social media, Lee Kum Kee released teaser and announcement posts on its Instagram page. It has also collaborated with influencers to highlight the collectible value.

To further engage with the audience, Lee Kum Kee has launched a giveaway initiative in Hong Kong. Consumers who join the FunCook (快趣煮) mobile app membership recruitment programme or purchase Lee Kum Kee products at designated retail channels will have the opportunity to receive a free limited-edition Lee Kum Kee x BANDAI gashapon.

Don’t miss: Lee Kum Kee serves up the 'real deal' with first instant noodle line

Back in May, Lee Kum Kee partnered with Grey Hong Kong to serve up the “real deal” with the brand’s first-ever instant noodle line launch— a breakthrough into one of Hong Kong’s fastest-growing food categories.

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