More than 39,000 followers, 7.2 million social media impressions, and a stronger position as the leading digital ecosystem for Spanish food and wine in China. These are the results achieved in 2025 by Foods and Wines from Spain, a project by ICEX that we are proud to implement.
Throughout the year, the FWS community continued to grow thanks to content that kept Spanish gastronomy visible and relevant in the market. Posting frequency remained in line with 2024, while content achieved a clearer balance between event-related updates and informative posts. Key offline moments, including CIIE, also supported follower growth through direct engagement with audiences.
Across WeChat, Weibo and the WeChat video channel, the campaign published 104 posts and 30 videos, maintaining a consistent and active presence throughout the year. Engagement levels remained steady across platforms, with content reaching both industry professionals and consumers.
The FWS website recorded more than 150K views. Targeted promotion linked to FWS Academy played an important role in driving traffic, supporting enrolment and attracting new users to the platform.
Online communication remained closely connected with offline activities, industry events and training programmes. This link helped keep the platform active, useful and visible across the market.
2025 also marks the end of a broader phase of the campaign, launched in 2021. Over these years, FWS has evolved from separate channels into a clearer and more unified platform for Spanish food and wine in China.
Thank you to everyone involved in this journey, especially the team behind content creation and platform operations. Their work has helped create a stronger digital presence for Spanish foods and wines in the country.
