Okay, all these answers have strange spellings, it should be [**Hoisin sauce**][1], and should say 海鲜酱 on the bottle, it means "Seafood sauce" though contains no seafood, it's about 50% sugar.

In Australia you'll be able to find the Lee Kum Kee brand at Chinese shops, and probably also in Coles: 

[![enter image description here][2]][2]


  [1]: https://en.wikipedia.org/wiki/Hoisin_sauce
  [2]: https://i.sstatic.net/7rhHZ.gif