As part of the “Irresistible Europe, countless combinations” campaign, this educational game was launched on 1 September 2023, on the WeChat mini platform. Through their WeChat profiles, users in China had the opportunity to play the game and increase their knowledge of Geographical Indications (GI) labels and EU ingredients.
By answering multiple-choice questions, players gained a better understanding of the key merits of EU products and engaged with European traditions and culinary heritage. As they answered questions of various difficulty levels, players won points to redeem lucky draw chances, increasing their opportunities to win exclusive EU delicacies.
The interactivity of the game was appreciated by the Chinese audience, who showed high engagement and interest in the game. In 2024, the game continued to run on WeChat, with four lucky draws scheduled to take place, and the second one starting in June 2024.
Game screenshots
Products imagery
