Last year's winner of the South China Morning Post-DHL international award, Lee Kum Kee, may make traditional Chinese products, but has managed to find markets in 60 countries from Asia to the United States and even South America. Now the 108-year-old local company, famed for its oyster sauces, is setting its sights on areas where the Chinese populations are smaller, such as India, the Middle East, Central Europe and Eastern Europe. 'Basically, we sell anywhere where you find Chinese restaurants, but Chinese food is increasingly accepted by all kinds of people,' Eddy Lee, group managing director of the LKK Group which controls Lee Kum Kee Company, said. 'For instance, we sell very well in South America, where supermarkets in Peru carry our products,' he said. The group said its biggest scope for growth was in Asia, although it enjoyed healthy trade in the US and Britain. 'The dynamic is in Southeast Asia, China, Taiwan and North Asia, especially Japan,' Mr Lee said. 'Asia's where we see the biggest turnover.' The group has interests in property, transport, restaurants, health products and packaging, but sauce-making remains its cash cow. China, where it boasts five plants, is a new market for the Hong Kong-based outfit, which made its foray into the mainland four years ago. Lee Kum Kee Company managing director David Lee said the company sold 400 per cent more than mainland brands. In keeping with its growth - David Lee said sales were doubling every three years - the group this year updated its labels. It is constantly changing the taste of its sauces to appeal to changing generations and different cultures, developing new products all the time. 'We are a very old company, but we recognise that our customers are changing, so we continually develop new products to reflect this,' David Lee said. 'We also have different packaging and tastes to suit different markets, so a chilli product in Japan will come in smaller bottles and be sweeter and less thick, for instance, than it would be in Hong Kong.' Eddy Lee said the group had been expanding in the past few years, although going public was not on the cards. Catering to changing times also means creating products that were more suited to busy lifestyles. David Lee said the company was planning to move beyond sauces into making ready-to-use food products, but he said it was too early to disclose what they were. In recent years, the firm had produced sauces that could season food immediately, taking away the need for major preparations. 'Our seasoned soya sauces and chilli soya sauces simplify the cooking and make, say, fish, taste good,' Eddy Lee said. 'Unless, of course, you buy bad fish.'