Building on last year’s success, the 2025 Irresistible Europe, Countless Combinations Meal Box Promotion will once again showcase the outstanding diversity of European agri-food products, especially those carrying Geographical Indications (GIs).
This autumn, the Irresistible Europe, Countless Combinations Meal Box Promotion returns to celebrate the diversity of European food culture in China. Curated with premium European ingredients, the promotion highlights the quality, authenticity, and tradition of European agri-foods.
The promotion will officially launch on October 14, 2025, with a media tasting event in Guangzhou, a key culinary and trade hub in Southern China. Hosted by representatives of the EU and Epermarket, the event will present the four curated dishes in a fine dining setting, creating a platform to share the richness of European cuisine with media and industry guests.
A total of 20,000 meal boxes will be released during this two-month activity. In addition to retail sales, selected boxes will be distributed through promotional activities. Epermarket will feature a dedicated page presenting the EU meal boxes alongside a wide range of European food and beverage products. The promotion will be supported by exclusive offers, including discounts, coupons, and bundled deals.
Four themed EU meal box recipes will be available through Epermarket and its Eperkitchen platform from 15 October to 10 December 2025. Each box has been designed to showcase a variety of European flavours and categories, offering a balanced representation of products from different EU countries.
The promotion will also be featured on Xia Chu Fang (小厨房), one of China’s most popular cooking platforms. Well-known food creators will share original recipe videos showcasing the EU meal boxes and highlighting authentic European ingredients. A special online page will present these recipes in one place, while interactive giveaways will offer visitors the chance to discover and enjoy European flavors in new and creative ways.
