Irresistible Europe: EU Pavilion wows visitors at FHC Shanghai 2025
The European Union (EU) Pavilion drew strong attention at FHC Shanghai 2025, held at the Shanghai New International Expo Centre (SNIEC) from 12 to 14 November 2025. The Pavilion, a flagship action under the EU’s “Irresistible Europe, Countless Combinations” campaign, showcased the exceptional quality, safety and diversity of European food and beverages - leaving visitors impressed and engaged.
More than 10,000 visitors passed through the EU Pavilion over the three-day event, embarking on a sensory journey across the 27 EU Member States and discovering products that reflect Europe’s rich culinary heritage and uncompromising production standards.
The EU Pavilion was officially inaugurated on 12 November at a ceremony attended by institutional stakeholders, buyers, retailers and distributors. The event provided an important opportunity for networking and dialogue on business opportunities between European and Chinese actors.
“The EU Pavilion offers visitors a tangible experience of the safety, quality, authenticity and sustainability of European food and drink, strengthening appreciation for Europe’s long tradition of excellence,” said Mattias Lentz, Deputy Head of the EU Delegation to China in the opening ceremony.
From iconic cheeses and charcuterie to fine wines, spirits, confectionery and premium olive oils, the Pavilion highlighted Europe’s reputation as a source of world-class agricultural products. Over the three days, visitors enjoyed tens of thousands of tastings of extraordinary EU produce.
A key highlight was the programme of interactive activities - including product workshops and live cooking shows led by celebrated chefs Johnny Gu and Fabio Falanga. Nearly 600 guests attended the culinary demonstrations, where EU ingredients were crafted into traditional European dishes and innovative recipes pairing EU produce with Chinese ingredients.
European Union, 2025
European Union, 2025
Throughout FHC Shanghai, European and Chinese experts delivered a series of specialized sessions. Wojciech Ptak, Agricultural Counsellor at the EU Delegation, delivered a presentation on protection and enforcement of geographical indications (GIs) under EU-China Agreement on GIs in the context of international law, while Ramunas Freigofas, Health/SPS counsellor presented on EU sanitary and phytosanitary requirements for meat imports.
European Union, 2025
European Union, 2025
FHC Shanghai is one of China’s most influential platforms for international F&B trade, offering a strategic entry point into the competitive and fast-growing Chinese market. The EU Pavilion provided a meeting ground for European companies and Chinese buyers to explore potential trade partnerships, with numerous B2B discussions taking place throughout the fair.
The successful presence of the EU Pavilion at FHC Shanghai 2025 confirms the growing appetite for high-quality European products in China and underscores the continued role of the EU in promoting excellence, innovation and sustainable agri-food trade worldwide.
Make sure to follow the campaign on social media and visit the event website:
https://www.weibo.com/u/6997146302?is_hot=1
https://enjoy-its-from-europe.campaign.europa.eu/fhc-shanghai-2025/en/fhc-shanghai-2025
More information about EU Geographical Indications:
More information about EU organic farming: