For many years, Japan is known for their live seafood auctioning in the early hours. Last year, Malaysia started a new trend of online seafood bidding. Small fishing companies in Malaysia have turned to digital technology to keep up with the growing demand of a new generation who prefer having their fish packaged and sent to their homes and pay less than they would if they went to a real market.
On the 9th of January 2020, Lee Kum Kee collaborated with live seafood bidding giant, Fully Fishery, and broadcasted a Chinese New Year special program via Facebook Live. With the goal to promote Lee Kum Kee to the seafood bidders and demonstrate just how easy seafood dishes can be prepared with LKK sauces. This also marked the first time Lee Kum Kee had brought its cooking demonstration to live bidding broadcast in Malaysia.