For one week in Seoul, European pork met consumers where everyday food choices are made: at the supermarket.
From 13 to 19 July, the “European Pork. Pork in Style” campaign ran its first point-of-sale promotion of 2026 in partnership with Emart. The campaign is led by INAPORC and FILPORC and co-funded by the European Union.
Tasting spots were set up at the entrances of three Emart stores: Eunpyeong, Mapo and Jayang. Visitors could stop during their regular shopping, see a selection of products and taste freshly prepared samples of European pork from France and Portugal.
The supermarket setting made the experience simple and accessible. Some shoppers were already familiar with European pork, while others were trying it for the first time. The tastings gave them a direct sense of the product’s flavour, quality and versatility, with the team on hand to answer questions.
Thanks to Nadia Noskova and Alba Patiño Díaz for their work across the three locations, bringing European pork into the daily shopping routines of Seoul consumers.
This was the first of several “Pork in Style” activities planned in South Korea this year, with further retail, e-commerce and professional tasting initiatives ahead.
