Lunar New Year is a time to come together, share meaningful meals, and celebrate traditions that bring families closer. Knorr is proud to support the vibrant Asian communities across North America and the cultural moments that make this season so special.
Known to many Chinese American households as Jiale (家樂牌, China) or Kāng bǎo (康寶, Taiwan), Knorr has long been a familiar presence in kitchens where tradition is passed down through food. From Knorr® Asian-Style Chicken Powder (家楽牌雞粉) and Knorr® Liquid Seasoning (家楽牌鮮露) to Knorr® Original Tamarind Soup Mixes and Knorr® Bouillon Cubes, these products have become staples for creating comforting, flavorful dishes that symbolize prosperity, unity, and celebration.
Knorr’s journey in Asia began in Hong Kong in 1957 with the introduction of Knorr Chicken Powder. Soon after, the brand expanded into Taiwan, China, and other key Asian markets—earning trust by delivering flavor solutions that complement authentic Chinese cooking. Whether enhancing soups and braised dishes, elevating stir-fries, or adding depth to family recipes, Knorr continues to help make home cooking easier without compromising on tradition
Today, Knorr continues to celebrate the flavors people know and love while innovating to meet the needs of modern home cooks. Most recently, Knorr launched its Instant Chinese Style Soups range, featuring bold and comforting favorites like Hot & Sour, Golden Corn, Crab & Corn, and Nido Oriental flavors—bringing delicious, authentic-inspired taste to the table in minutes.
To celebrate the season, Knorr is also bringing back its Lunar New Year sweepstakes—giving fans a chance to win $1,000 by sharing their festive dish creations. For details on how to participate, visit @cookwithknorr on Instagram.
Knorr is also excited to be part of the San Francisco Chinese New Year Festival and Parade this year. Be sure to stop by and visit Knorr at the Community Fair (March 7-8) for fun and festive flavors as we celebrate the new year together!