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During our kick-off events in Beijing and Shanghai we gathered the food community - importers, distributors, influencers and other stakeholders – to involve them in our campaign from the beginning.

Organised in a public space, our open days give consumers the opportunity to explore EU food through tasting stations, cooking classes, and wine and spirit tastings.

Specific exhibitions, tastings and seminars are held to promote EU geographic indication products (GI products) and to present them to professionals (distributors and influencers) on the Chinese market. These events also involve representatives of the Chinese GIs and the EU Delegation in China.

Technical seminars are held to encourage the Chinese food distributors to try or to expand their portfolio of European agri-food products, informing them about the range of products available, their key attributes, GIs and the campaign.

Horeca promotion activities aim to reach out to consumers at hotels and restaurants with selected venues that run promotions of EU menus, highlighting the dishes and all their ingredients of EU origin.

Tasting events showcase specially curated dishes prepared with a wide variety of EU products, in a dinner atmosphere and with live cooking demonstrations.

The masterclasses aim at providing insightful theory and practical experience in EU agri-food products to chef students in different cities in China.

During our retail promotions, consumers can familiarise with the range of EU products already available on the Chinese market. At the same time, retailers can get inspiration to expand their portfolio.

Trade shows are the moment to exchange with suppliers and inform them about EU products through a mix of presentations, cooking demonstrations and tasting sessions with chefs and experts.

Informative product-specific events are organised for the business audience (importers, distrubuters, retailers and Horeca).