Communicating the Value of European GI Products to Chinese Consumers

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 European 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 deep 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.

Watch the workshop “Communicating the value of European GI products to Chinese consumers” to:

• Get an overview of the EU-China agreement protecting geographical indications, including objectives and products covered.
• Gain insights on Chinese consumers’ awareness of EU GI products. Our experts talk about the main opportunities and challenges for promotional and marketing activities.
• See specific examples of promotional activities done in China by representatives of three categories of GI products: wine, spirits, and cheese.