What does it look like when Chinese consumers try to eat a little more like a Spaniard?
Since March, the Spain Food Nation campaign by ICEX in China has been exploring this question through its KOL and Consumer Challenge. Across Chinese social media, people have been sharing their own takes on Spanish ingredients, meals and everyday food moments. Many posts are inspired by our invited KOLs and gathered under EatLikeaSpaniard and 食趣西班牙.
What stands out most is how Spanish food and wine culture can fit into everyday life in China, not only as something for fine dining or restaurant occasions, but something people can explore in a more relaxed and accessible way in their own routines.
To keep things moving, the campaign includes a range of prizes for consumers who shared the best UGC. Rewards include shopping and dining vouchers, Spanish gastronomy gift baskets and, for top participants, an exclusive dinner experience curated by certified Restaurants from Spain together with our brand ambassadors and top chefs Wenyuan Zhu(料理小熊), Luxi Li(主厨Will) and Jiajun Huang(爱料理的 K 先生). Simple incentives, but a practical way to turn online interaction into something more tangible.
A big thank you goes to the team working behind the scenes, especially those reviewing tagged posts one by one. The response so far has been thoughtful and creative, with hundreds of posts already shared.
The campaign runs until early June, and we are looking forward to seeing how Chinese audiences continue to bring a little Spanish spirit to their tables.
