The EU collaborates once again with leading retailer Epermarket and China’s top recipe-sharing platform, Xia Chu Fang, to bring authentic European flavours to Chinese consumers.
GUANGZHOU, China — 14 October 2025
The Irresistible Europe, Countless Combinations promotion officially launched the 2025 edition of its EU Meal Box Promotion at a media tasting event in Guangzhou. Designed to celebrate the diversity and key merits of European agri-food products: quality, authenticity, sustainability. The initiative continues to build on the success of previous years by showcasing a diversity of products, including those protected by the EU’s Geographical Indications (GI) quality schemes.
The promotion features four regionally themed meal boxes, developed in collaboration with Epermarket and its Eperkitchen platform. Each box highlights carefully curated recipes that bring together premium European ingredients and distinctive flavours from across the continent. A total of 20,000 meal boxes are being released as part of the promotion, accompanied by special discounts and exclusive promotions on EU food and beverage products through Epermarket’s online store and app.
During the launch event, media guests sampled dishes from each region, including Finnish Pork Neck Stew from Northern Europe, Italian Basil Pesto Spaghetti representing the South, Irish Beef Risotto from Western Europe, and German Sausage with Edam Sauce and Sauerkraut from the heart of Europe.
The event was attended by Mr. Wojciech Ptak, Agricultural Counsellor of the Delegation of the European Union to China, and Mr. Jean-Yves Lv, CEO of Epermarket.
Mr. Ptak remarked:
“These offerings are more than just sustenance; they are a celebration of Europe’s diverse culinary heritage, innovative spirit, and commitment to excellence. We’re excited to bring these cherished values to Chinese homes once again.“
Mr. Lv remarked:
“European GI products have become enormously popular with discerning Chinese gourmets. This demonstrates the strong reputation of EU food and drink for excellence, authenticity and safety.”
In addition to retail, the promotion also extends to digital platforms. Xia Chu Fang is hosting a themed page featuring videos by popular food creators, introducing the EU meal boxes and offering viewers inspiration to recreate European dishes at home. Participants can also join interactive contests to win one of 800 complimentary boxes.
The Irresistible Europe, Countless Combinations Meal Box Promotion runs from 15 October to 10 December 2025, offering consumers in China the opportunity to explore and enjoy Europe’s diverse culinary heritage through ready-to-cook recipes and premium ingredients.
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