European olives met Beijing’s urban shoppers at Chaoyang Joy City.
From 13 to 26 May, the European Olives campaign, led by Interaceituna and co-funded by the European Union, brought a Mediterranean food experience into one of Beijing’s busiest retail spaces.
The idea was simple: let consumers taste, learn, buy and enjoy olives in different settings. At the main entrance plaza, a pop-up tasting area welcomed visitors with a wide range of olive flavours, from classic pitted olives to seasoned varieties with chilli, almonds, garlic and more. Weekend cooking demonstrations gave the product a bit more theatre, showing how olives can move beyond the side dish role and become part of hot and cold recipes.
The experience continued inside the mall. A dedicated sales zone on B1 helped turn tasting into purchase, while two restaurants, S | PRIME 1885 Steakhouse and Rong Cuisine, created limited-time menus with European olives. From Chinese-style dishes to pasta and grilled prawns, the collaborations showed how easily olives can move across cuisines.
Online, the campaign also kept the interaction going through a lucky draw on the official European Olives channels.
A shopping mall, a tasting table, restaurant menus and social media. A simple but effective way to bring European olives closer to everyday consumption in China.
