Lee Kum Kee

Chinese New Year is a moment of huge cultural significance, and huge competition for attention.

For Lee Kum Kee, the ambition wasn’t just to show up in London. It was to create a meaningful brand moment that connected emotionally with busy shoppers and commuters, and positioned the brand at the heart of people’s hopes for the year ahead.

Chinese New Year is built on ritual, and wish-making is one of its most powerful traditions.

If we could give people a genuine moment to pause, reflect, and share their wishes, Lee Kum Kee could become more than a product. It could become part of their new year story.

We created two striking immersive installations centred around one simple idea: make your wish, and set it free.

At the heart of each space, visitors picked up a red wish card and scanned a QR code to submit their dream for the year ahead.

In Canary Wharf, wishes were hung on a beautiful, growing wish tree, transforming the installation into a living symbol of collective hope.

In King’s Cross, they were fed directly into the mouth of Kee Kee the Oyster, Lee Kum Kee’s playful mascot, creating a theatrical, joyful moment of release.

Every detail was designed to stop people in their tracks, invite participation, and create a personal connection between consumer and brand.

Thousands of commuters and shoppers stopped, engaged, and shared their wishes.

The activations turned high-footfall locations into spaces of reflection, joy and cultural connection, positioning Lee Kum Kee not just as a household name, but as part of people’s Chinese New Year celebrations.

More than an installation, it was a moment of belief, powered by brand.