The European Union (EU) is bringing the flavours of Europe to Koreans with EU x SSG Taste of Europe, an in-store promotion at Shinsegae Department Store, taking place from 23 to 29 October 2026.
Part of theEU "Colours by Europe. Tastes of Excellence." campaign, the promotion will run in six Shinsegae stores in Seoul and other major cities, inviting consumers to discover, taste and take home authentic European food and beverage products.
Six Stores, One Week of European Flavours
The promotion will take place at the following Shinsegae locations:
- Main Store (Seoul)
- Gangnam (Seoul)
- Cheongdam (Seoul)
- Daegu
- Daejeon (Art & Science)
- Busan (Centum City)
A dedicated event zone will be set up at the Gangnam store, showcasing many European products across a wide range of categories such as oilve oils, cereals, dairy products and cheeses, wines, spirits and many more. Consumers who purchase promoted products at the event zone will receive a promotional giveaway, depending on the minimum purchase value.
Taste before you buy
Daily tastings of selected promoted products will be held at the Gangnam event zone and at all participating stores. Shoppers can sample European specialities and find new favourites before they buy them.
Quality you can trust: PDO, PGI and organic labels
Many of the featured products carry the EU's recognised quality labels. Products bearing the Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) labels guarantee the authenticity and geographical origin of products with a unique heritage and reputation. Products carrying the EU Organic logo certify compliance with strict environmental and sustainability standards throughout the production process.
The merits of EU food
European agri-food products are renowned worldwide for their authenticity, quality, safety and sustainability. Produced according to some of the world's strictest standards, they combine tradition, craftsmanship and innovation, and reflect a rich culinary heritage that HUMBNAIL spans the continent.
Mark your calendars: 23-29 October 2026. Visit your nearest participating Shinsegae store to taste, discover and enjoy the best of European food and drink!
About the campaign
EU x SSG Taste of Europe is part of the "Colours by Europe. Tastes of Excellence." EU campaign, which aims to increase awareness of European agricultural products in South Korea and strengthen connections between European producers and Korean consumers.
The campaign promotes European products through retail, eCommerce, social media and HoReCa activities, highlighting their quality, safety, authenticity, sustainability and diversity.
For more information: https://colours-by-europe.campaign.europa.eu/en
Instagram: @euagrifood_korea
