Shanghai, the second stop of the EatLikeaSpaniard campaign by ICEX.
On 15 May, the action moved to Brownstone in Xintiandi for another dinner experience.
The evening started even before the guests sat down. A livestream from local KOLs introduced the setting, the Spanish gastronomy gift baskets, and the inspiration behind the menu, bringing part of the experience to online audiences as well.
Designed by Shanghai brand ambassador Luxi Li (李璐希), the menu combined Spanish ingredients with local touches and a very Shanghai sense of rhythm.
The evening was joined by Ms. María Simó Sevilla, Economic and Commercial Counsellor of Spain in Shanghai. She shared a few words on food as a natural bridge between Spain and China.
Also attending were Mr. Regino Serrano, Director of the Agri-food Digital Transformation and Entrepreneurship Centre at the Spanish Ministry of Agriculture, Fisheries and Food, and Ms. Monica Chen, Senior Commercial Officer.
In this Shanghai round, 156 participants shared 307 UGC posts around Spanish gastronomy, supported by local food and lifestyle KOLs including Woody的承味, 少年王摸鱼, Lily的时光日记 and 见习伙夫. From seafood paella and Iberian ham salad to tapas and everyday Spanish-inspired meals, the posts showed how participants interpreted Spanish food in their own way.
Selected winners were recognised on site, receiving Spanish gastronomy gift baskets and coupons. What started online, with people sharing their own way of eating like a Spaniard, ended around a real dinner table in Shanghai.
Shanghai added its own flavour to the journey. The campaign has since continued to Guangzhou.
