2025 was the final year of the “EU Pork, The Smart Choice” campaign, bringing to a close three years of activities across China, Vietnam, and the Philippines. Throughout this last phase, the campaign continued to increase the visibility of high-quality Spanish and Portuguese pork in these key Asian markets, building stronger industry connections and presenting the quality of European pork to both professionals and consumers.
Take a look at the highlights from this final year:
Masterclasses
A series of masterclasses brought together culinary professionals across major cities in China, Vietnam and the Philippines, combining technical presentations with hands-on workshops to strengthen chefs’ expertise in working with European pork.
Tastings for Professionals
Two tastings for industry professionals took place, one in HCMC and another in Guangzhou this year. Gathering importers, distributors, and chefs, offering curated menus, cooking demonstrations, and presentations on the strengths of European pork, fostering informed discussions and new business opportunities.
Retail Promotions in the Philippines
Collaborations with a premium retailer, such as Landers Superstore, allowed consumers to experience European pork through tastings, cooking shows, and educational materials, raising awareness of its superior quality.
Restaurant Promotions
2 promotions in restaurants were held this year, one in China and another in Vietnam. During this period, selected restaurants created exclusive menus for consumers to enjoy the best European pork.
Participation in Tradeshows
The campaign maintained a strong presence at strategic tradeshows, combining cooking demonstrations, tastings, and interactive activities to attract industry attention and public interest. Including CIIE in China, Food & Hotel in Vietnam, and WOFEX in the Philippines.
Study Trips to Europe
Delegations from the three markets visited Spain and Portugal, strengthening professional ties and providing first-hand insights into production, food safety systems, and the high standards behind EU pork.
E-commerce Promotion
A dedicated online promotion expanded consumer access to European pork through one of China’s major e-commerce platforms, Benlai, reflecting the growing importance of digital etail channels.
With the end of “EU Pork, The Smart Choice,” the campaign closes three years of sustained work, cooperation, and on-the-ground activities. Everything carried out in this final year helped reinforce the perception of European pork as a safe, reliable, high-quality option with strong production standards behind it.
Thank you for following the campaign over these three years!
