Lee Kum Kee invites communities across the UK to pause, reconnect and celebrate together for Chinese New Year
Chinese New Year, which begins on 17th February 2026, is a celebration rooted in connection. A time when food becomes a language of love and togetherness, with recipes and traditions passed from generation to generation, and all shared around the table.
This year, Lee Kum Kee – known for its authentic Asian sauces and popular condiments – is bringing that spirit to life with Moments Made to Share; encouraging people to pause, reconnect and celebrate Chinese New Year in their own way, whoever they are sharing it with.
In addition, audiences will be delighted to meet KeeKee, a tiny oyster with a big heart, who makes its debut as the new mascot of Lee Kum Kee. KeeKee will appear across all media touchpoints, guiding viewers through the rich traditions and heartfelt meaning of Chinese New Year in a playful and engaging way.
A Place to Pause: The Lee Kum Kee Wishing Tree
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Lee Kum Kee will host two Wishing Tree activations across London to bring a moment of calm and reflection to some of London’s busiest public spaces.
Inspired by traditional Chinese New Year customs, the Wishing Tree invites passers-by to pause, scan the QR code on the wishing card and submit a wish before hanging it on the Wishing Tree, establishing a living symbol of shared hopes, gratitude and connection.
At the heart of the installation will be KeeKee, who loves bringing people together and believes simple acts of kindness can change… everything. Through KeeKee, Lee Kum Kee invites people to slow down, reflect, and connect with family, friends, neighbours for moments worth sharing.
As the day unfolds, the tree will grow richer with wishes, becoming a powerful visual expression of collective optimism and togetherness, encouraging organic sharing and repeat engagement.
· Waitrose, Canary Wharf, 15th – 21st February 2026
· King’s Cross Station, 18th February 2026, 9am – 8pm
Turning Wishes into Reality: Win a Wish
Lee Kum Kee will be running a Win a Wish competition designed to transform moments of reflection into meaningful action.
Visitors can scan a QR code at one of the Wishing Trees at Waitrose Canary Wharf or King’s Cross Station, or enter online to submit a wish, either as a short-written entry or a short video, focused on togetherness, gratitude, or a meaningful moment they would love to create or gift to someone special.
Across the UK, five winners will have their wishes thoughtfully brought to life by Lee Kum Kee in realistic, meaningful ways, reinforcing the brand’s belief in creating moments that truly matter. From flights for a family member who hasn’t been able to visit home, to hosting a long-overdue meal with loved ones, or organising a surprise birthday dinner complete with food, decorations and a shared table.
The competition will be live until the 28th February 2026, and full details can be found here: https://uk.lkk.com/CNY2026
