Reader's Digest Magazine has been conducting the annual SuperBrands Survey since 1999. The objective of this survey is to identify brands that are most appealing to Asian consumers among different categories. Achieving SuperBrands status represents the recognition of consistent outstanding quality accredited and trusted by the end users at large.

The latest SuperBrands Survey was carried out during October 2001. Over 3,000 readers were randomly selected to take part in the survey across the six Asian markets covered: Hong Kong, Malaysia, Philippines, Singapore, Taiwan and Thailand. Respondents were asked to name (unprompted) their single most preferred brand on five qualitative brand dimensions: quality, value, trustworthiness, strong image and understanding of customer needs. Those top performing brands in the category will qualify for Gold SuperBrand Award. Besides performing outstandingly well in both quantitative and qualitative scores, a brand has to be the top 5 brands across at least 3 markets also achieve the SuperBrand Award for Asia Region.

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Associate Publisher of Reader's Digest, Mr. Peter Jeffery presented the SuperBrand Award to Mr. Steve Chui, Corporate Director - Marketing of Lee Kum Kee.

Established in 1888, with its history over 114 years, Lee Kum Kee has built a cultural bridge between East and West by continuous product development, expansion of sales networks and, commitment to achieve total customer satisfaction. The result from Reader's Digest Survey has further reinforced the recognition of Lee Kum Kee as the symbol of quality and trust.