Korean shoppers delight in European excellence
At five different locations across South Korea, including the Gangnam branch in Seoul, the Dongtan branch in Gyeonggi, the Lotte Incheon branch, the main Lotte branch in Busan, and the main Lotte branch in Daegu, Lotte department stores welcomed eager shoppers to indulge in the #ColoursbyEurope experience. Every participating store transformed a section into a pop-up zone, offering a wide array of top-quality foods from different European Union countries. The event showcased authentic and organic products, creating a world of discovery for food enthusiasts.
The promotion officially launched with an inauguration event held on 24 June at the Gangnam branch in Seoul, attended by EU Ambassador to the Republic of Korea Maria Castillo Fernandez. The event featured a cooking class by the renowned Korean chef Jaehun Lee, who skilfully demonstrated two menus showcasing the excellence of European cuisine and showing how European and Korean ingredients can be combined to create delicious dishes. A talk show, hosted by the charismatic TV personality Ida Daussy, provided insights into the quality standards and unique attributes of European food and drink. The audience was captivated as they learned about the flavours, cultural heritage, and Geographical Indication protection that underpin European culinary traditions.
"The #ColoursbyEurope promotion at the Lotte department stores was a resounding success – the Korean consumers were very enthusiastic and appreciative of the high quality of the European produce on offer. Through this event, we were able to showcase the finest flavours and culinary traditions from across Europe, offering a delightful journey through the vibrant colours of European cuisine. We are grateful to all the participants and look forward to more collaborations in the future," said EU Ambassador Maria Castillo Fernandez.
Participants had the opportunity to indulge in a wide range of European delicacies, including top-quality deli meats, dairy products, olives and olive oils, confectionery, and a variety of GI and organic products. The event truly brought the vibrant colours of European food and drink to life, offering a memorable and immersive experience for all attendees.
Background
Under the slogan ‘Enjoy, it’s from Europe’, the European Commission creates campaigns and events to promote EU food and beverage products worldwide, to raise awareness about the quality, safety, sustainability, and authenticity of products produced by EU farmers and to boost their profile on international markets. The Lotte promotion is part of the #ColoursbyEurope campaign in South Korea and seeks to reinforce the presence of EU food and beverages on the Korean market. By highlighting unique characteristics of European food and drink products, the campaign aims to capture the attention of discerning consumers and industry professionals alike.
Make sure to check the campaign website and to follow us on social media for news about upcoming events. We look forward to welcoming you to the #ColoursbyEurope experience in the future.
For more information: https://colours-by-europe.campaign.europa.eu/en