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European Research Executive Agency

‘Colours by Europe. Tastes of Excellence’ – EU promotion campaign in South Korea, Thailand and Indonesia

Food not only needs to be nutritious, but must also look appealing, colourful and vibrant. This EU campaign aims to promote the excellence and great variety of EU-agricultural produce in South Korea, Thailand and Indonesia. 

Colours by Europe. Tastes of Excellence 2021
Colours by Europe. Tastes of Excellence | ©European Union, 2021


The overall goal of this campaign is to promote EU-agricultural food and beverage products in Asia, more specifically in Thailand, South Korea, and Indonesia.  

The EU wants to raise awareness on the key merits of EU agricultural produce –  safety, quality, authenticity, sustainability. It aims to show audiences how to best enjoy these products and why they should  purchase them, in order to reinforce the EU presence in those markets.  

The campaign targets similar audiences in the three countries: consumers, business, and specialised media and influencers. 


The campaign wants to bring a piece of Europe to audience’s tables, via social media and online activities as well as in-person experiences. The campaign invites the various audiences to introduce EU agricultural produce in their daily lives and to ‘travel’ to Europe though food.  

This campaign promotes EU agricultural produce overall, with a focus for each country on: 


  • Fruits (apples, kiwis) 
  • Meat: beef and cured pork meat 
  • Alcoholic drinks (focus on GIs) 
  • Organic foods (organic label) 

South Korea

  • Meat: EU beef and pork 
  • EU GI products: dairy (cheese, butter), olive oil, wine, livestock 
  • Organic foods (organic label) 


  • Dairy 
  • Meat: including beef, poultry 
  • Alcoholic drinks (focus on GIs) within the national regulations 
  • Organic foods (organic label) 


The campaign will feature similar activities in the three target countries with a local focus: retail and e-commerce promotions, supermarket tastings and events, cooking classes, tastings, promotions in the hospitality sector. The activities are organised in partnership with local businesses, specialised media and social media influencers. Additionally, the campaign has a strong digital focus with a dedicated website and social media channels, featuring informative content and animated videos. 


Colours by Europe. Tastes of Excellence