Officially launched in March 2025, the "European Taste Experience – Bon Appétit!" campaign will hold its very first physical event in South Korea on July 1st in Seoul, marking the true start of its activities in the Korean market.
Led by ANIA (the French National Association of Food Industries) and co-financed by the European Union, this campaign will run until 2028. Its goal is to promote the quality, diversity, and sustainability of processed agri-food products of European origin to the Korean market.
South Korea stands out for its discerning clientele, who possess a strong gastronomic sensibility and a keen interest in high-quality products. Korean consumers place particular importance on the origin of products, their manufacturing methods, and their sustainability, while also showing openness to new culinary cultures.
In an environment characterized by a digital lifestyle and active consumption of content via social networks, the Korean market presents an ideal stage to showcase the history, authenticity, and aesthetics of European products. These characteristics resonate with values such as geographical indications (GIs), organic certifications, and traditional manufacturing methods.
The campaign plans to organize around ten activities over three years, combining physical events and digital actions to promote European products around three main themes: tradition, quality, and sustainability. Key activities include:
B2B roadshows
Participation in trade fairs with culinary demonstrations
Collaborations with restaurants, bakeries, and pastry shops
Discovery trips to Europe for buyers
Promotional partnerships with major retail chains in Korea
The official launch of the campaign will take place on July 1st at the Novotel Ambassador Seoul Dongdaemun Hotel (238, Eulji-ro, Jung-gu, Seoul). This B2B roadshow targets importers, distributors, and other professionals in the agri-food sector. Eight European brands – several of which are from France – will present their flagship products.
The event will be held in two parts. A masterclass led by a chef will highlight the specificities, philosophy, and culinary uses of the products. Afterwards, an exhibition area will allow participants to discover, taste, and directly engage with the brands.
Beyond presenting products, the campaign aims to convey the fundamental values of European food: sustainable production methods, traceability systems, and quality certification schemes.
In addition to on-site events, digital content and a culinary discovery kit called the "Taste Box" will further enhance interactions with Korean consumers.
Through these various formats, "European Taste Experience" seeks to establish a lasting relationship of trust between European products and the Korean table.
*2025 Roadshow Details
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or FranceAgriMer. Neither the European Union nor the granting authority can be held responsible for them.
Officially launched in March 2025, the "European Taste Experience – Bon Appétit!" campaign will hold its very first physical event in South Korea on July 1st in Seoul, marking the true start of its activities in the Korean market.
Led by ANIA (the French National Association of Food Industries) and co-financed by the European Union, this campaign will run until 2028. Its goal is to promote the quality, diversity, and sustainability of processed agri-food products of European origin to the Korean market.
South Korea stands out for its discerning clientele, who possess a strong gastronomic sensibility and a keen interest in high-quality products. Korean consumers place particular importance on the origin of products, their manufacturing methods, and their sustainability, while also showing openness to new culinary cultures.
In an environment characterized by a digital lifestyle and active consumption of content via social networks, the Korean market presents an ideal stage to showcase the history, authenticity, and aesthetics of European products. These characteristics resonate with values such as geographical indications (GIs), organic certifications, and traditional manufacturing methods.
The campaign plans to organize around ten activities over three years, combining physical events and digital actions to promote European products around three main themes: tradition, quality, and sustainability. Key activities include:
B2B roadshows
Participation in trade fairs with culinary demonstrations
Collaborations with restaurants, bakeries, and pastry shops
Discovery trips to Europe for buyers
Promotional partnerships with major retail chains in Korea
The official launch of the campaign will take place on July 1st at the Novotel Ambassador Seoul Dongdaemun Hotel (238, Eulji-ro, Jung-gu, Seoul). This B2B roadshow targets importers, distributors, and other professionals in the agri-food sector. Eight European brands – several of which are from France – will present their flagship products.
The event will be held in two parts. A masterclass led by a chef will highlight the specificities, philosophy, and culinary uses of the products. Afterwards, an exhibition area will allow participants to discover, taste, and directly engage with the brands.
Beyond presenting products, the campaign aims to convey the fundamental values of European food: sustainable production methods, traceability systems, and quality certification schemes.
In addition to on-site events, digital content and a culinary discovery kit called the "Taste Box" will further enhance interactions with Korean consumers.
Through these various formats, "European Taste Experience" seeks to establish a lasting relationship of trust between European products and the Korean table.
*2025 Roadshow Details
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or FranceAgriMer. Neither the European Union nor the granting authority can be held responsible for them.