In June and July 2024, six stores across Ho Chi Minh City and Hanoi participated in retail promotion featuring the best European pork, brought to Vietnamese consumers through a collaboration with Annam Gourmet. This chain, renowned for its dedication to global fine foods since 2002, has long been a trusted name in Vietnam for those seeking premium, international flavours. Annam Gourmet’s reputation for providing high-quality, sustainably sourced products makes it the perfect partner for this promotion.

The activity kicked off with an inauguration event, where customers had the chance to witness a live cooking demonstration by a chef, who prepared various cuts of the EU pork available in-store. Shoppers were treated to tasting portions of these expertly cooked cuts, allowing them to appreciate the unique qualities and flavours of European pork firsthand. In addition, a skilled ham carver offered insights into the art of ham carving.

Throughout the promotion, the stores featured four different pork cuts and more than ten presentations of serrano ham, giving consumers a wide range of options to explore. Over 150,000 Vietnamese shoppers visited the participating stores during the month-long activity. Selected stores went a step further, offering samplings of the product. These events, which ran for three to four hours on weekends, provided a lively atmosphere where visitors could taste the flavours and deepen their knowledge of European pork.