A food culture video programme ‘Taste Europe’, presenting the diversity of European food culture with a series of 25 episodes is showing on Chinese media. This programme was supported by the EU Member States’ embassies in China. Most of the videos were shot in Beijing and feature ambassadors, diplomats, European families and key influencers in China. To date nearly 20 episodes have been published online and there are more to come until June 2021.
The programme aims not only to promote cuisine and lifestyle in Europe, it also links quality food promotion by the EU geographical indications (GI) system with the EU-China Agreement on Cooperation and Protection of Geographical Indications. Through interactive engagement with Chinese audiences, the program informs on European food quality, sustainable and healthy lifestyle.
The video series has reached a high level of popularity among Chinese online users, reaching over 20 million video views from December 2020 to April 2021 every week. Online viewers have shown interest in contents related to quality food and lifestyle, as well as the diversified food culture in Europe.
For more information, please contact:
Team Leader, EU Policy and Outreach Partnership in China (EUPOP China)