Geographical Indications are not always easy to explain. But they are much easier to understand when people can taste them.
From late April to May, our team supported four EU GI activities in China under the EU-funded Asia Partnerships Facility (APF), implemented by GOPA.
The journey started at European Culture Street in Hangzhou, where EU GI products became part of a wider cultural experience for the public. It continued with EU Day in Beijing, where the GI booth welcomed official guests and visitors through tastings, product displays and ham carving. A few days later, the EU-China Conference added a more institutional setting, connecting the GI Agreement with food, wine and direct product experience. Finally, SIAL Shanghai brought the trade dimension, with a 108 sqm pavilion inside one of Asia’s key F&B exhibitions.
Across these four activities, EU GI products from all 27 Member States were presented through tastings, cooking demonstrations, beverage service, ham carving, lucky draws and simple educational materials. The objective was clear: make the EU-China GI Agreement visible, accessible and memorable.
It was also a fast and demanding sequence of work, with tight preparation and many moving parts. Thanks to our team on the ground, Pablo Recio Gracia, Erin Wang, Lydia Ye, Ana Li and Andrea Vilaplana Gómez, for making it happen.
