How to Raise Chinese Consumers' Awareness of European GIs?

In March 2021, the EU-China agreement protecting geographical indications entered into force. The agreement protects 96 iconic EU agri-food names against imitation and usurpation, bringing trade benefits and introducing consumers to guaranteed, authentic products from countries with rich culinary and cultural traditions. In the course of the next four years, the agreement will expand to cover an additional 350 GI names from both the EU and China.

The Chinese market is the third destination of EU agri-food products, and at the same time is the second destination of EU exports of GI products, accounting for 9% by value. Chinese consumers appreciate the safety, quality and authenticity of European agri-food. Yet, Chinese consumers’ awareness of European GIs remains not as strong and wide as in other countries, requiring EU producers and exporters to adopt different and tailored approaches to communicate and promote the value of GI products in China.

Together with the EU SME Centre, the China-Italy Chamber of Commerce organized the workshop “Communicating the Value of European GI Products to Chinese Consumers”.

The webinar was opened by Mr Damien Plan, Counselor for Agriculture for EU Delegation to China, presenting in detail the EU-China agreement protecting geographical indications.

Then, Mr Pablo Recio Gracia, Managing Director of Eibens, presented an overview of Chinese consumers’ awareness of European GIs, and opportunities and challenges for promotional joint activities.

Three case studies where presented:

1. Mr Gianpaolo Bruno, Director of ITA Beijing Office and Coordinator of ITA offices in China and Mongolia, focused on wine.
2. Mr Conor O’Sullivan, China Manager of Bord Bia—Irish Food Board focused on Spirits, namely Whiskey.
3. Mr Alexandre Macdonald, Business Development of London Food Ltd Shanghai, focused on Cheese.

The CICC Team