Information and communication programme to promote European cheeses in Japan, South-Korea, P.R. China 2024-2026

Japan, South Korea and China all show strong growth potential for European cheeses.
However, the low level of consumer knowledge about cheese, the fierce competition from cheaper New Zealand and American
cheese, and a complicated 2020/2023 context (Brexit, the covid-19 crisis, the war in Ukraine), make it necessary to support the
promotion of European cheese so that it is European cheese that can best take advantage of the growth potential of these markets.
This Action aims to support the export of European cheese to target markets, providing the necessary information to raise awareness
and make European cheese, a symbol of European gastronomy and agriculture, part of consumers' lives.
The main BtoB and BtoC activities foreseen by this 3-year action include: PR, partnerships with KOL, advertising, food and consumer
events, chefs training courses, points of sales promotion.
The final expected result is to reach a two percent increase in the European market share over the three years of the programme.