Guangzhou brought the EatLikeaSpaniard journey to its final table.
On 5 June, the closing dinner of the campaign by ICEX took place at Mezomd, Guangzhou’s certified Restaurant from Spain. The evening was joined by representatives from the Economic and Commercial Office of Spain in Guangzhou, including Jaime Lorenzo Garcia-ormaechea, Chief Economic and Commercial Counsellor, together with Ying Zou, Jing Liu and Marina Rubio Alonso.
Brand ambassador Huang Jiajun led the final menu, bringing Spanish ingredients into conversation with Lingnan flavours. It was a fitting last stop for a campaign built around one simple idea: Spanish gastronomy can travel, adapt and still keep its character.
Across Beijing, Shanghai and Guangzhou, EatLikeaSpaniard invited Chinese consumers to interpret Spanish food in their own way. Over 61 days, 409 consumers shared 945 posts turning Spanish gastronomy into recipes, restaurant moments, shopping experiences, tapas plates, paella, Iberian ham salads and everyday food stories.
The campaign was joined by 12 local KOLs and three brand ambassador chefs, each helping bring Spanish food closer to local audiences in their own city.
Across the campaign, 72 winners were selected from the consumer challenge. The best content creators were recognised during the dinners, closing the loop between online creativity and offline experience.
