How to Promote the Value of European GIs in China, Jan 21st

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.



Together with the EU SME Centre, of which the China-Italy Chamber of Commerce is the leading consortium partner, we are pleased to invite you to join the workshop “Communicating the value of European GI products to Chinese consumers”. The workshop will:

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


The workshop will take place on Friday January 21st 2022, at 09:00 – 11:00 (Brussels time) / 16:00 – 18:00 (Beijing time), online.

Interested in joining? Reserve your place.


16:00 – 16:10
Welcome remarks and EU SME Centre intro
16:10 – 16:30
Presentation: the EU-China Agreement Protecting Geographical Indications - Damien Plan, Counsellor for Agriculture, EU Delegation in China
16:30 – 17:00
Presentation: overview of Chinese consumers’ awareness of European GIs, and opportunities and challenges for promotional activities - Pablo Recio Gracia, Managing Director, EIBENS Consulting
17:00 – 17:45
Case studies from three GI products:
– Wine (Giampaolo Bruno, Italian Trade Agency)
– Spirits (Conor O’Sullivan, Ireland Bord Bia)
– Cheese 
17:45 – 18:00
Discussion and Q&A


The CICC Team

Together with the EU SME Centre, of which the China-Italy Chamber of Commerce is the leading consortium partner, we are pleased to invite you to join the workshop “Communicating the value of European GI products to Chinese consumers”.
Event language: 

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