Delegation of the European Union to Egypt

10/10/2024 | Press release | Distributed by Public on 10/10/2024 03:07

European Food Express by Colours by Europe Delights Seoul with Authentic Flavours

Over four flavourful days, from 26 to 29 September 2024, the heart of Seoul was transported to the European Union as the "European Food Express" by the Colours by Europe campaign brought the best of the European Union's food and beverages to YANN COUVREUR Donggyo. The event captivated visitors with a wide range of educational and interactive experiences, from cooking classes to deep-dive talk sessions including tastings and quizzes, highlighting the rich flavours, authentic traditions, sustainable production methods and the safety and quality behind EU products.

European Union,2024



A key aspect of the European Food Express was to help consumers understand the importance of Geographical Indications (GIs) and the EU organic logo. The GIs, protect the names of products linked to a specific region, ensuring they are made in a traditional way and have qualities tied to that location. These GIs can be recognised with the PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) labels. The EU organic logo, on the other hand, guarantees that products meet strict EU regulations for organic farming, focusing on natural production methods and sustainability. It is important to remember that all EU products-whether or not they carry these specific labels-are held to the same rigorous principles of safety, authenticity, quality, and sustainability.

European Food Express pop-up introduces big flavours

The hub of the event was the "European Food Express" pop-up showroom, designed to transport visitors into the setting of a vintage train travelling through the rich flavours of the 27 EU Member States. Inside, guests could explore dedicated photo areas, product displays, and learn about EU agri-food, its key merits and variety, GIs and organic products, via interactive experiences. Visitors had the chance to win a coveted "Europe in My Bag" meal kit by solving a 10-question quiz, testing their knowledge of EU ingredients and agriculture, or to participate into exclusive tastings and cooking classes featuring EU agri-food produce, getting a deeper understanding of the vast array of EU food and beverage products available to them.

Interactive classes showcase authentic European cookery

The proposed hands-on cooking classes were led by some of South Korea's top chefs. Participants got a unique chance to learn about authentic EU flavours, while discovering the potential of EU foods and beverages to elevate meal times.

Chef Shin Soyoung, an expert in Spanish cuisine, set the tone for the event by guiding participants through the art of crafting delectable croquettes, showcasing the rich flavours of premium EU ham and dairy products. Following this, Chef Choi Yeonjung captivated the audience with her rendition of a classic European vegetable soup, elegantly paired with Comté PDO toasted cheese, illustrating the versatility of European produce. Chef Hong Shinae then brought a taste of Europe's café culture to life with a delightful brunch menu featuring EU pancakes, jams, and cheeses, -perfect for recreating that authentic experience at home. Finally, Chef Lee Hyunseung brought the event to a satisfying close with a luxurious, pasta dish combining Danish veal, Parmigiano Reggiano PDO cheese, and a rich tomato sauce, capturing the essence of autumn comfort food.

Engaging seminars reveal the secrets of great flavour

Finally, a series of insightful talks gave attendees' a deeper appreciation for what makes EU products so exceptional:

"European Food Trip with Cheese," led by renowned food critic Lee Yongjae, was an educational and historical trip through Europe's diverse cheese making traditions. With many of the cheeses dating back centuries in terms of know-how, it elevated the tasting experience into one that's easy to repeat at home. Participants started their tasting with a fresh Mozzarella di Campana PDO from Italy, followed by a nutty Noord-Hollandse Gouda PDO from the Netherlands, a Spanish Manchego PDO, a French Époisses PDO and finishing with a creamy Danish Danablu PDO.

Likewise, "The World of EU wine ," hosted by sommelier Song Jungha, provided an expert guide into the world of European wines such as a fresh Portuguese Vinho Verde PDO, a floral Riesling Rheingau PDO from Germany, an earthy organic Pinot Noir from Austria, followed by red wines with rich blends such as the organic Pays d'Oc PGI from France (Grenache and Syrah), the Italian Amarone della Valpolicella PDO (Corvina, Corvinone, Rondinella, Molinara, Dindarella), and closing the night with a Slovenian wine from the Kras PDO region (Teran, Merlot, Cabernet Sauvignon). Taking participants on a journey that explored the EU organic logo, PGI and PDO labels and what they mean, he gave an overview of grape varieties and their distinctions and finished with a comprehensive wine-tasting session.

The European Food Express left a lasting impression on Seoul's food enthusiasts, offering a flavourful and engaging journey into the authenticity, safety, sustainability, and quality that define the taste of the excellence behind EU food products.

Stay connected

This culinary journey doesn't have to end here. Follow @euagrifood_korea on social media to continue exploring the rich, and delicious world, of European food and drink.

About the campaign

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://colours-by-europe.campaign.europa.eu/en and be sure to follow us at https://www.instagram.com/euagrifood_korea/for news about upcoming events.

We look forward to welcoming you to the #ColoursbyEurope experience in the future.