The video programme Taste Europe in China

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Rome [ENA] Most people are familiar with UNESCO World Heritage Sites—but did not know that the United Nations also recognises ‘intangible culture’ as something to celebrate and safeguard. Food and culture are interwoven. The processes associated with preparing, serving and sharing certain foods and drinks might appear simple, but they often carry important social and cultural meaning.

A food culture video programme ‘Taste Europe’ which aims at presenting the variety of European food culture with a series of 25 episodes is showing on Chinese media. This programme was supported by the EU Member States’ embassies in China. The culture of food represents a very important way to bring cultures together. And it becomes equally important for bringing together distant cultures such as European and Chinese cultures.

Most of the videos were shot in Beijing and feature ambassadors, diplomats, European families and key influencers in China. To date nearly 20 episodes have been published online and there are more to come until June 2021. The programme aims not only to promote cuisine and lifestyle in Europe, it also links quality food promotion by the EU geographical indications (GI) system with the EU-China Agreement on Cooperation and Protection of Geographical Indications. Through interactive engagement with Chinese audiences, the program informs on European food quality, sustainable and healthy lifestyle.

https://mp.weixin.qq.com/s/29QhgBXyovGi5YrBcHwR8w The video series has reached a high level of popularity among Chinese online users, reaching over 20 million video views from December 2020 to April 2021 every week. Online viewers have shown interest in contents related to quality food and lifestyle, as well as the diversified food culture in Europe.