- Strengthening the Expertise of the “European Taste Experience – Bon Appétit!” Campaign in Response to Changing Gourmet Consumer Demand for Information
The French National Association of Food Industries (Association nationale des industries alimentaires, hereafter ANIA) announced on January 5 the appointment of three gourmet experts as European Food Ambassadors.
The Korean market is changing: simple taste is no longer enough—total transparency has become the standard.
Premium positioning, storytelling, and sustainability: three key words now redefining Korea’s food market. Consumers no longer settle for tasting alone; they investigate. The origin of ingredients, production processes, and the values behind them—everything is expected to be transparent.
The HoReCa Promotion held in November made this shift unmistakably clear. Visitors flooded booths with questions about European products, while online exchanges surged around their possible applications. Labels of origin and expert-driven content are becoming essential, particularly in the premium bakery and pastry segment.
To support this evolution, European Taste Experience – Bon Appétit introduces a team of three expert ambassadors who will make European excellence accessible to the Korean public in 2026.
The newly appointed ambassadors consist of three field-based professionals with extensive experience in bakery, gourmet content, and F&B branding. Chef Park Jung-won, owner of Autre Bakery and creator of the YouTube channel Bbangdin, will introduce the characteristics and applications of European baking and pastry ingredients in clear, consumer-friendly language. Metizen, a leading Korean gourmet content platform, will present the cultural context and stories behind European ingredients, bridging tradition and contemporary food culture. Kim Hye-jun, CEO of Kim Hye-jun Company and an active F&B brand director, will focus on translating European values—such as craftsmanship, quality, and diversity—into tangible consumer experiences through curated content.
From 2026 onward, the ambassadors will officially participate as presenters and panelists in the European Taste Experience – Bon Appétit! campaign. Their activities will include producing consumer-facing content on European ingredients, origins, and applications, as well as delivering professional sessions and trend briefings for stakeholders in the distribution and foodservice industries.
An ANIA representative commented, “Korean consumers are seeking accurate and trustworthy information about European food products, rather than relying solely on image or brand recognition. This ambassador initiative goes beyond promotion and is designed to clearly communicate the characteristics, uses, and background of European products.”
The European Taste Experience – Bon Appétit campaign is a European food promotion initiative led by ANIA with the support of the European Union. The campaign aims to continuously introduce the quality, diversity, and sustainability of European processed food products to Korean consumers and industry professionals.
The French National Association of Food Industries (Association nationale des industries alimentaires, hereafter ANIA) announced on January 5 the appointment of three gourmet experts as European Food Ambassadors.
The Korean market is changing: simple taste is no longer enough—total transparency has become the standard.
Premium positioning, storytelling, and sustainability: three key words now redefining Korea’s food market. Consumers no longer settle for tasting alone; they investigate. The origin of ingredients, production processes, and the values behind them—everything is expected to be transparent.
The HoReCa Promotion held in November made this shift unmistakably clear. Visitors flooded booths with questions about European products, while online exchanges surged around their possible applications. Labels of origin and expert-driven content are becoming essential, particularly in the premium bakery and pastry segment.
To support this evolution, European Taste Experience – Bon Appétit introduces a team of three expert ambassadors who will make European excellence accessible to the Korean public in 2026.
The newly appointed ambassadors consist of three field-based professionals with extensive experience in bakery, gourmet content, and F&B branding. Chef Park Jung-won, owner of Autre Bakery and creator of the YouTube channel Bbangdin, will introduce the characteristics and applications of European baking and pastry ingredients in clear, consumer-friendly language. Metizen, a leading Korean gourmet content platform, will present the cultural context and stories behind European ingredients, bridging tradition and contemporary food culture. Kim Hye-jun, CEO of Kim Hye-jun Company and an active F&B brand director, will focus on translating European values—such as craftsmanship, quality, and diversity—into tangible consumer experiences through curated content.
From 2026 onward, the ambassadors will officially participate as presenters and panelists in the European Taste Experience – Bon Appétit! campaign. Their activities will include producing consumer-facing content on European ingredients, origins, and applications, as well as delivering professional sessions and trend briefings for stakeholders in the distribution and foodservice industries.
An ANIA representative commented, “Korean consumers are seeking accurate and trustworthy information about European food products, rather than relying solely on image or brand recognition. This ambassador initiative goes beyond promotion and is designed to clearly communicate the characteristics, uses, and background of European products.”
The European Taste Experience – Bon Appétit campaign is a European food promotion initiative led by ANIA with the support of the European Union. The campaign aims to continuously introduce the quality, diversity, and sustainability of European processed food products to Korean consumers and industry professionals.