Over the three-day exhibition, the “Nice to Beef You” booth welcomed more than 600 visitors, including importers, traders, foodservice buyers, retail channel representatives, and media. On-site visitors actively participated in interactive experiences, product tastings, and culinary demonstrations, expressing their admiration for the outstanding quality, tender texture, and sustainable philosophy behind European beef.
The booth’s interactive live cooking area emerged as one of the exhibition’s standout attractions. Renowned chefs Rafael Centeno and Héctor Sanz from Spain, along with Fabio Falanga from Italy, captivated audiences with dynamic demonstrations of diverse beef dishes. Their culinary presentations ranged from traditional Spanish and Italian specialties to inventive Asian fusion creations, highlighting the remarkable versatility and rich gastronomic appeal of European beef.
After watching the live cooking shows and sampling the dishes, visitors shared enthusiastic feedback: "European beef is exceptionally tender, richly flavored, and backed by strict food safety standards that give consumers peace of mind. Learning about the rigorous production processes and safety systems during the exhibition was truly impressive and significantly boosted our confidence. We look forward to seeing these premium beef products more widely available in high-end restaurants and supermarkets across China."
Moreover, the campaign hosted a dedicated session for three influencers and three media representatives. The event included in-depth discussions on the market potential of European beef, its rigorous food safety standards, sustainability efforts, and its versatility in various culinary contexts. Both the media and influencers spoke positively about the "Nice to Beef You" campaign, highlighting European beef’s exceptional quality and strong traceability systems as key factors that could boost its appeal in the Chinese market. The session also provided a valuable opportunity for influencers to capture engaging content and increase the campaign’s visibility across social media platforms.
Through this participation at 2025 SIAL China International Food Exhibition, the Nice to Beef You project has not only further enhanced the brand awareness and reputation of European beef in China, but also provided valuable opportunities for industry buyers, foodservice operators, and retail channels to learn about and source top-quality European beef products.
Over the past three years, the “Nice to Beef You” project has actively carried out a diverse range of rich and engaging promotional activities, dedicated to introducing high-quality European beef from Spain and Italy to the Chinese market.
The project has consistently delivered engaging content through its official social media platforms, offering valuable insights into European beef—ranging from cooking techniques and food pairing suggestions to sustainability practices. In addition, it has regularly invited Chinese industry professionals and government representatives to visit European farms and beef production facilities, helping to deepen their understanding of the sector and strengthen commercial ties. The project has also actively participated in major trade exhibitions such as the China International Import Expo (CIIE) and SIAL China, where it highlighted European beef through in-depth demonstrations of its production standards, quality advantages, and robust food safety systems, while also addressing key market trends.
Through its multi-dimensional, multi-scenario, and multi-channel promotional efforts, the “Nice to Beef You” project has successfully introduced an increasing number of Chinese consumers to the appeal of European beef—encouraging them to embrace a healthier, more flavorful, and sustainable lifestyle. At the same time, the campaign has contributed to revitalising culinary and cultural exchanges between China and Europe, fostering deeper mutual understanding and appreciation.
