EU Food Market & Networking Showcases Europe’s Finest Flavours in Seoul

Seoul, 26 November 2025 - The "Colours by Europe. Tastes of Excellence" campaign successfully hosted the EU Food Market & Networking event at the Floating Island Convention centre in Seoul on 25 November 2025, bringing together industry professionals, importers, media, and partners to experience the richness, diversity, and excellence of European Union agri-food products.

The event highlighted the EU's commitment to strengthening EU-Korea agri-food relations, presenting a curated selection of high-quality EU products, insightful discussions, and a dynamic networking platform.

Celebrating EU Excellence in the Korean Market

The programme opened with a welcome speech by H.E. Ugo Astuto, EU Ambassador to the Republic of Korea, followed by a presentation from Mi-Gyoung Kim, Trade Officer at the EU Delegation to Korea, who outlined the EU's unified agri-food framework and the shared standards underpinning the quality, authenticity, sustainability, and safety of EU food.

"Agriculture and food are not merely vital industries within our economies nor a simple nutritional element for daily life and to maintain generations; they represent the enduring cultural heritage and shared values that bind our nations and generations together," Ambassador Agusto said. "Recognising the interconnectedness of global markets, the EU aims to strengthen Europe's position in international trade by fostering cooperation and adhering to the highest standards of quality and sustainability," he added.

A panel discussion, "EU Flavours in the Korean Market - Merits and Opportunities," which was moderated by Miss Ida Daussy, gathered expert insights from celebrity Chef Joon woo Park and acclaimed sommelier and importer Mr. Seunghoon Lee.

Panellists explored opportunities for EU products in Korea and the role of tradition, authenticity, and certified quality schemes in shaping consumer confidence and market growth.

A Showcase of Europe's Finest Products

The EU Food Market featured 160 products from 16 EU Member States, presented across stands hosted by leading Korean importers. Guests discovered a broad selection of wines, dairy items, cured meats, speciality foods, organic products, and regional delicacies.

Following the market, guests moved to the networking reception, where a curated buffet and live cooking stations highlighted the versatility of 53 EU products from 23 MemberStates. Ambassador Astuto offered a toast celebrating the long-standing partnership between the European Union and Korea.

Strengthening EU-Korea Agri-Food Cooperation

The event underscored the depth of the EU-Korea agri-food relationship, highlighting EUR 4.2 billion in bilateral agri-food trade in 2024 and the strong position both partners hold in each other's markets, with Korea ranking as the EU's eighth-largest agri-food trade partner and the EU standing as Korea's third-largest partner in goods. This dynamic exchange continues to be bolstered by the EU-Korea Free Trade Agreement, in force since 2011, which has played a significant role in stimulating growth and deepening cooperation in the sector.

Speakers emphasised the benefits of the EU's Geographical Indications - Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) - and Organic label, which safeguard the authenticity of EU products while offering strong advantages for both producers and consumers. For producers, these schemes provide protection against imitation, enhance market value and promotional visibility, and reinforce confidence through assured quality standards and strengthened legal safeguards. For consumers, they deliver guaranteed authenticity and trust, clear information about a product's origin and traditional methods, and the reassurance that their purchases support regional economies and preserve cultural heritage. In 2025, the EU recorded 1,944 PDOs, 1,466 PGIs, and 265 GIs, reinforcing Europe's leadership in quality assurance and product authenticity.

About Colours by Europe

The "Colours by Europe. Tastes of Excellence." campaign is dedicated to increasing awareness of EU agricultural products in South Korea through a range of social media, retail, and HoReCa activities and promotions. For more information about the campaign, visit https://enjoy-its-from-europe.campaign.europa.eu/south-korea/ko and be sure to follow us at https://www.instagram.com/euagrifood_korea/ for news about upcoming events.

© Delegation of the European Union to the Republic of Korea, 2025

© Delegation of the European Union to the Republic of Korea, 2025

© Delegation of the European Union to the Republic of Korea, 2025