European Union Pavilion

Enjoy the ‘Colours by Europe’ with European food & beverages at SIAL China 2021.

The European Union is proud to be SIAL Guest Region of honour at this year’s exhibition.


European Union Institutional Pavilion, HALL W1 Stand, W1 E 070-082


18-20 May 2021
Tuesday and Wednesday: 9:00 – 17:00
Thursday: 9:00 – 16:00


SIAL China 2021– Venue: Shanghai New International Expo Centre

The European Union Pavilion will offer an immersive experience around the quality, safety, authenticity and sustainability of a wide variety of European food and beverage products, through information sessions, cooking shows, products tastings and pairing*.

The EU-China bilateral agreement, protecting geographical indications (GIs) in China and Europe entered into force on 1 March 2021. The agreement protects around 200 iconic European and Chinese agri-food names against imitation and usurpation, bringing mutual trade benefits and introducing consumers to guaranteed, authentic products from two regions with a rich culinary and cultural tradition.

The main objectives of the EU presence at SIAL are:


To raise awareness among Chinese public of the excellence and high standards of the European food and beverage products.


To provide information about the EU food quality policy and to showcase the intrinsic qualities of EU agricultural products, formed and protected thanks to EU safety and quality policies, with added focus on GIs and organic products.


To exemplify how the EU agricultural food and beverage products can fit in the local cuisines in China.

* In order to respect the sanitary measures, no tasting on spot will be allowed.

European Union Pavilion Activities

Be inspired by the unique integration of European food and drink products with Chinese ones through cooking shows and information sessions with famous European and Chinese chefs as well as product tastings* and attractive product display.

The European Union Pavilion will show the excellence of the EU food and drink products to the Chinese business audience with a focus on their quality, safety, authenticity and sustainability.

The full programme of European Union Pavilion activities is available here.

* In order to respect the sanitary measures, no tasting on spot will be allowed.

Official Opening Ceremony of the EU Pavilion

We are pleased to invite you to the Official Opening Ceremony of the EU Pavilion that will take place on the 18 May at 11:15 at our stand W1 E 070-082.

Chefs Tony Jiang and Fabio Falanga will be delighted to welcome you at the Official Opening Ceremony of the EU Pavilion with a cooking show in the presence of European & Chinese officials.

The full programme of the Ceremony is available here.

Location: HALL W1, Stand W1 E 070-082
Date: 18 May 2021
Time: 11:15 – 11:45

Register here

COLOURS by Europe!

Furthermore, the EU is currently running the communication campaign, “Colours by Europe”, in China. The campaign includes numerous events for businesses and consumers, as well as strong online and media presence (WeChat, Douyin and Weibo) to promote EU agricultural products.

The objective is to increase the awareness among Chinese consumers of the key attributes of EU F&B products - i.e. safety, quality, authenticity and sustainability, to educate the Chinese audience on how to best enjoy them on their own, or in different food combinations, and to encourage purchase.

China is the EU’s most important trading partner and the second-largest food importer in the world, with a wealthy and sophisticated society that demands a higher quality and variety of products.

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