Lee Kum Kee Serves Up 'The Real Deal' in Instant Noodle Launch

Lee Kum Kee has partnered with Grey Hong Kong to launch the brand’s first-ever instant noodle line - a breakthrough into one of Hong Kong’s fastest-growing food categories. Known for iconic sauces and tradition-steeped flavour, Lee Kum Kee entering the noodle aisle is, frankly, a wow moment.

Grey led the process from start to finish, shaping the packaging around real ingredients, real sauces, and a full-meal format. The result? A cup noodle designed to stand out from the category’s usual shortcuts and a campaign that remained genuine at every stage.

Built on the line [有真料], a Cantonese phrase that translates as being the 'real deal,' referring to the news of the launch and the real ingredients, the campaign brings journalistic scrutiny to the world of instant noodles. At the centre is a launch film styled like a buzzing newsroom, where reporters dig into the bowl - dissecting every ingredient, questioning every texture, and ultimately savouring every bite of the deliciousness.

“Normally, cup noodles come with promises. This one comes with proof. We knew it had to launch with the same honesty and pride Lee Kum Kee puts into every product. In a world full of shortcuts, this felt like something worth talking about." said Eric Lin, general manager, Lee Kum Kee, Hong Kong, Macau and Taiwan

May Chan, group creative director at Grey Hong Kong, said, "This was more than just a campaign - it was a celebration of innovation. The idea of ‘the real deal’ kept surfacing. Not just in the ingredients but in the way the product demanded to be noticed.

To kick off the launch, Grey turned the city into a giant newspaper. Every OOH execution was styled like a page - full of headlines and hidden copy for those who stopped to read. It wasn’t just advertising; it was a discovery. It was the kind of word-of-mouth campaign that made people lean in, dig deeper, and taste for themselves.

The launch introduces Lee Kum Kee’s Full Meal Bowl Noodles, answering the rising demand in the super-premium instant noodle segment. Packed with real ingredients, top-tier sauces and a non-fried noodle base, it’s a complete meal experience from a brand that continues to lead from the front.

Real ingredients. Real sauces. Real noodles. Real talk.

Lee Kum Kee Full Meal Bowl Noodles are here — and they’re the real deal.