Appealing to a diverse student body by offering delicious global dishes

As college campuses continue to become more and more diverse, foodservice operators are working hard to guarantee that every student has something to enjoy eating when they visit the cafeteria. Ensuring dietary restrictions or preferences are accommodated is of course a top priority. But operators are also tweaking menus to be more inclusive of global flavors and dishes—increases in international populations on college campuses drives demand for authentic cuisines that remind students of home. Authentic global flavors, however, go beyond serving international students, extending to students who are seeking exciting new dishes to try as well.

Fusion cuisine is growing in popularity among all students, and foodservice operators are seeking ways to weave cultural flavors and traditions into their dining experiences. With traditional holidays such as Thanksgiving, Christmas, and Hannukah often taking center stage this time of year, it’s important to give multicultural communities authentic experiences as well, and with Lunar New Year on the horizon, there’s opportunity to bring just that to their diners.

2025’s Lunar New Year falls on January 29, so it’s time to start planning. Lee Kum Kee is proud to offer operators a turnkey Lunar New Year promotion, including free samples of front-of-house sriracha products; fun prizes for students who find lucky Lunar New Year packets; and front-of-house promotional support.

According to Technomic’s recent Global Food and Beverage Consumer Report, 34% of consumers say they anticipate ordering global foods more frequently in the next year—and that number is higher among younger consumers (47% of consumers 18-34 years old). As for what’s causing the increase in order frequency, availability plays a big role, with 43% saying more locations offering global foods would prompt them to order global foods more. Better-tasting, higher-quality options encourage ordering as well. For foodservice operators, sourcing quality ingredients to craft authentic, tasty meals and sides is key to getting diners excited and delighted.

Lee Kum Kee is one of the largest Asian sauce brands in the global market, with more than 130 years of sauce-making expertise, manufacturing and distributing its authentic Asian sauces and famous condiments to more than 100 countries worldwide. Lee Kum Kee Sriracha Chili Sauce is available in both convenient packets as well as tabletop bottles, and the brand’s Sriracha Mayo tabletop bottles echo the same design and flavor profile. Best of all, both are gluten-free products, which lets more students enjoy them.

Sriracha Chili Sauce can be used to complement authentic Asian cuisine, as well as to add heat and flavor to classic comfort-style fare such as mac and cheese, chicken tenders, pizza, tacos, and more. And they’re already successfully used at many campuses. The award-winning UMass Dining program at the University of Massachusetts in Amherst has enjoyed a long-term strategic partnership with Lee Kum Kee for many years, utilizing a variety of their sauces, including chili, soy, hoisin and oyster. “We appreciate their sauces for their simplicity, flavor, high quality, authenticity, and excellent value. Additionally, their foodservice team is a pleasure to work with and consistently prioritizes customer satisfaction,” said Ken Toong, Executive Director of Auxiliary Enterprises at UMass.

Lunar New Year is the beginning of a new year based on lunar calendars celebrated in numerous cultures, including Chinese, East Asian and South Asian by billions of people worldwide. At Lunar New Year, it's a tradition to give the gift of a bright, beautiful red envelope to friends and family. These are filled with money and symbolize good wishes and luck for the new year ahead.

Campus menus are highlighting global cuisines and fusion dishes more and more—operators should ensure they’re sourcing high quality, authentic sauces and condiments, such as those from Lee Kum Kee, to best serve students by creating flavorful, authentic meals.

To learn more about Lee Kum Kee’s Lunar New Year promotion, visit https://usa.lkk.com/en/foodservices/cooking-stories/campus