INFORMATION AND COMMUNICATION PROGRAMME IN FAVOUR OF EUROPEAN BUTTER IN ASIA: P.R. CHINA, SOUTH KOREA, JAPAN AND TAIWAN - 2026-2028

Collective information and communication programme to promote European butter in P.R. China, South Korea, Japan and Taiwan 2026-2028.

Japan, South Korea, China and Taiwan have all shown potential for growth for European butter:
- openness to the Western lifestyle and in particular new ways of consumption with bakery, pâtisseries, cafés: these venues sell product using butter and where the quality of butter make the difference.
- growing demand for authentic, healthy, natural products.
However, the low level of consumer knowledge about european butter and its use, the fierce competition from New Zealand butter, cheaper, and a complicated geopolitical context (trade tensions, Ukraine war, inflation crisis…) mean it is necessary to support the support the promotion of European butter to benefit from the growth potential of these markets.

The objectives are: on one side, increase the level of knowledge of the targets about the qualities of European butter, and on the other side to support exports of European butter and increase the market shares in the four markets.
Thanks to strong professional training activities, and a strategy of influence in media and social medias, the Action will help to:
- convince chefs/professionals that european butter provides flavour/technical qualities/value being worth the price of a premium butter.
- win over journalists and influencers on social medias by sharing experiential, tasty and nutritional assets of European butter.
- reassure foodies: taste, multifunction and nutrition are the elements to which they are the most sensitive while home-baking. They will also be made aware of the importance of the quality and naturality of the ingredient while they buy baked products in a bakery or pastry shop.