Love letters with taste, Shanghai

The two banks of the Huangpu River were ablaze with lights, modern and hip Pudong, classical and stylistic Puxi. Crystalline skyscrapers and staid marble buildings were covered in a gorgeous colorful sheen. More than 200 lucky microbloggers, with their families and friends, gathered at Three on the Bund on December 31 to celebrate a special moment. Across the Huangpu River their New Year wishes, all with striking themes of love, were being screened on the giant LED walls of the Citibank Tower and the Aurora Plaza building in Pudong during the four-hour countdown to 2012. Their 2012 started with style.

Wave of affection

In December, the time-honored brand Lee Kum Kee invited microblog fans to create personalized New Year wishes with a unique "Taste Style" through its official microblog "@Lee Kum Kee Gourmet Kitchen."

The original "Taste Style" format was forwarded and commented upon over 4,000 times within just six days, creating a tidal wave of affection as they boldly expressed love to their families and friends on the Internet.

One of the most popular microblog fans at the event, Michael Leibenluft, a China hand from the US, told the Global Times that he knew about Lee Kum Kee soy sauce when he was studying Chinese language and culture in high school.

"When I came to China I found Lee Kum Kee is more than just soy sauce. I want my friend Sophia to love the food I cook with Lee Kum Kee sauces, to see how great Chinese food is, and how good a cook I've become," said the excited art teacher who now works at the Shanghai Theater Academy.

Compared to foreigners, Chinese people are relatively shy when expressing love - they seldom really say the word. But they can do it through other ways like food.

Thirty-six-year-old Wang Yejun, for example, was attending the event with her mother whom she wanted to thank for cooking a lifetime of delicious meals for her and caring for her.

Her favorite dish is the fish her mom cooks using Lee Kum Kee's star product - seasoned soy sauce.

"My mom always tries to offer me the best, Lee Kum Kee sauces are the best when it comes to condiments, I can feel her love from the delicious food she cooks. I love my mom," Wang said.