\n<\/p>\n
HONG KONG SAR –\u00a0Media OutReach<\/a>\u00a0– Within the framework of this innovative global project, a \u00a0<\/b><\/span><\/p>\n “We need to awaken in Chinese consumers what many \u00a0<\/span><\/p>\n A global training, education and information project that \u00a0<\/span><\/p>\n With this emotional and sensitive initiative, expected to \u00a0<\/span><\/p>\n CHEF MARIO SANDOVAL, TWO MICHELIN STARS, WORLD AMBASSADOR \u00a0<\/span><\/p>\n “Because \u00a0<\/span><\/p>\n The \u00a0<\/p>\n Sandoval \u00a0<\/span><\/p>\n EXPERIENTIAL \u00a0<\/b><\/p>\n “We want to have more than 1,000 European Ham ambassadors \u00a0<\/span><\/p>\n Within the framework of this innovative global project, a \u00a0<\/p>\n This project will be complemented, at a global level, \u00a0<\/span><\/p>\n “CHINA IS THE MARKET WITH THE GREATEST POTENTIAL TO WHICH \u00a0<\/b><\/span><\/p>\n Having become the largest consumer \u00a0<\/p>\n In \u00a0<\/p>\n According to the data provided by \u00a0<\/p>\n For more information HONG KONG SAR –\u00a0Media OutReach\u00a0– 25 January 2022 – ASICI, with the support of the EU, launches “Iberian Hams from Spain, Ambassadors of Europe in the World,” the most important international promotional program carried out by the Iberian sector in its history. The historic campaign plans to increase sales by 60% in the Asian giant, …<\/p>\n","protected":false},"author":1,"featured_media":20134,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[60],"tags":[],"_links":{"self":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/posts\/20135"}],"collection":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/comments?post=20135"}],"version-history":[{"count":0,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/posts\/20135\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/media\/20134"}],"wp:attachment":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/media?parent=20135"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/categories?post=20135"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/tags?post=20135"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n25 January 2022 – <\/i><\/b>ASICI<\/a>, with the support of the EU, launches “<\/span>Iberian
\nHams from Spain, Ambassadors of Europe in the World<\/a>,” the most important international promotional
\nprogram carried out by the Iberian sector in its history. <\/span>The
\nhistoric campaign plans to increase sales by 60% in the Asian giant, bringing
\nthe excellence of this cultured product closer to more than 111 million Chinese
\nconsumers and 70,000 restaurateurs.<\/span><\/p>\n
\nbattery of sensory, emotional, and spectacular actions will be promoted to show
\nChinese consumers what it means to enjoy Iberian Ham in all its splendour. <\/span><\/p>\n
\nalready feel with Iberian Ham: the ‘Iberian Sense’. A sense that cannot be
\ndescribed; it can only be lived. Through it you perceive sensations and
\nexperiences inherent to our culture, the European one, which lead you to enjoy
\nits sublime flavor. We have a unique product in Europe, with a great story
\nbehind it, and we are obliged to share
\nit”. <\/span>That is how clear and sincere
\nAntonio Prieto, president of ASICI, expresses himself when he talks about
\nIberian Hams from Spain, Ambassadors of Europe in the World”, the new
\ninternational promotion campaign with which ASICI seeks to stimulate the entire
\nworld to awaken its “Iberian Sense” and enjoy the unmistakable flavor of this
\ncultured food.<\/span><\/p>\n
\naims to consolidate and strengthen the Iberian culture in international markets
\nsuch as China and encourage companies in the sector to expand worldwide. A
\nvivid concept that invites you to try, to discover, and that marks a new
\nposition for the sector.<\/span><\/p>\n
\nawaken the “Iberian Sense” and conquer more than 300 million
\nconsumers in Spain, France, Germany and Mexico, in addition to reaching for the
\nfirst time a market with enormous potential such as China, where it is expected
\nthat the growth rate of marketing is exponential, impacting 111 million
\nconsumers and 70,000 restaurateurs.<\/span><\/p>\n
\nOF IBERIAN HAM<\/b><\/span><\/p>\n
\nthe Iberian Sense is not only about smelling, seeing, hearing, tasting or
\ntouching; it is also about feeling, sharing, enjoying, celebrating and toasting<\/span>.“<\/b><\/span> <\/span>In this
\ncontext, an international network made up of influential chefs will bring the
\nbenefits of Iberian Ham closer to consumers and will be led by the Spaniard
\nMario Sandoval (renowned chef at the head of Coque Restaurant’s cuisine)
\ndistinguished with two Michelin stars, three Repsol Suns, in addition to a
\nMichelin green star that rewards sustainability in kitchens. With this
\ndistinction, the Guide gives visibility to restaurants that share the
\ncommitment and strive to innovate through initiatives that preserve the
\nenvironment. According to Sandoval: “We support the circular economy, reduce
\nwaste and encourage both research and awareness. Most of the products are loca<\/span>lly sourced.” <\/span><\/p>\n
\nvisionary chef from Madrid began to fall in love with cooking and its secrets
\nat the age of ten in the family restaurant, as part of the third generation of
\nchefs to which he belongs to. In 1999 he took over from his father in the
\ngastronomic direction of Coque, together with his brothers. Since then, he has
\nnot stopped innovating and reinventing, placing himself at the most vibrant
\nSpanish culinary avant-garde.<\/span><\/p>\n
\nwill be well accompanied by other ambassador chefs like the German Christian
\nSturm-Willms (head chef of Yunico restaurant, distinguished with a Michelin
\nstar), the French Amandine Chaignot (chef of Pouliche restaurant) and the
\nMexican Carlos Gayt\u00e1n (first Mexican to receive a Michelin star) <\/span>Prescribers\/influencers <\/span>who will
\nbe in charge of bringing the excellence of this delicacy closer to the consumer
\nand awaken in them the sensations that it transmits: its pleasant and balanced
\naroma, its intense flavour, its incomparable texture.<\/span><\/p>\n
\nACTIONS TO BRING ITS GOODNESS CLOSER<\/b><\/span><\/p>\n
\naround the world, position the product in the 1,000 most important restaurants
\non the current scene and train more than 1,000 ham cutters. We want to make the
\nworld feel, and more specifically prescribers\/influencers, consumers and
\nopinion leaders, what many of us already feel with Iberian Ham,” adds Antonio
\nPrieto, president of ASICI.<\/span><\/p>\n
\nbattery of emotional and sensory actions will be promoted to show Chinese
\nconsumers what it means to enjoy Iberian Ham in all of its splendour. Powerful
\npromotional and informative actions such as advertising on different supports
\nand media, an ambitious digital campaign on social media networks with foodie
\ninfluencers who will become speakers of the messages, a multilingual website,
\nevent sponsorships and campaign video spots. In addition, a powerful campaign
\nhas been devised in television, digital and magazine media, as well as an
\nambitious social media plan on WeChat.<\/span><\/p>\n
\nwith an important plan of specific PR actions in each market and for each
\ntarget: “tasting table events”, “trade workshop
\nexperience”, promotions at points of sale, gastronomic festival route, and
\nthe sponsorship of the San Sebastian International Film Festival and the Cannes
\nFestival, as well as strategic agreements with the Spanish embassies in each of
\nthe target countries and alliances with gastronomic organisations, such as
\nindustry associations in China.<\/span><\/p>\n
\nWE ARE ADDRESSING”<\/span><\/p>\n
\nmarket in the world, changes in consumption trends driven by rising per capita
\nincome and the development of the middle classes (in 2030, it is expected that
\n35% of the population, some 480 million people, are considered middle class)
\nhave generated a greater propensity to purchase imported products with higher
\nadded value.<\/p>\n
\nthis context, exports to China continue to increase, and proof is that in
\nrecent years there has been a growing interest in this country for Ham,
\nreflected in the number of companies authorised to export to the country.<\/p>\n
\nthe Spanish Foreign Trade Institute (ICEX), the growing interest of Chinese
\nconsumers in Cured Ham has been witnessed. In 2021, sales of Spanish Cured Hams
\nand Shoulders including Iberian and Serrano, grew more than 32.96% in value to
\nexceed 17.35 million euros, and 80.8% in volume reaching 1,059.72 tons (data
\nuntil October 2021). For Hong Kong, a total volume of\u00a0164.04\u00a0tons have been reached in 2021,
\nwith a sales of 3.89
\nmillion euros. These
\ndata reflect the excellent trade relations between both countries. This
\ncampaign is expected to increase sales figures by 60% over the next three
\nyears.<\/p>\n
\nabout the campaign, please visit: https:\/\/jamonesibericoseu.eu\/en\/
\n<\/a>and https:\/\/www.youtube.com\/channel\/UCy_lp-b81Ht-Sx4BlefZPng<\/a> .<\/p>\n<\/p><\/div>\n\n
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