by patrizio_eccechina
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ECCECHINA brings European extra virgin olive oil to Chinese tables: promotional activities kick off in restaurants and outlets in South China
Frying with extra virgin olive oil? Sure, says a study published in the scientific journal Comprehensive Reviews in Food Science and Food Safety, but that’s not the point! With a smoke point of 210°C, it can easily adapt to the temperatures of typical Asian cooking techniques such as stir-frying or deep-frying.
But in the heart of oriental cuisine, European Extra Virgin Olive Oil becomes the spokesman of a new and broader idea of taste, wellbeing and quality. This is the essence of ECCECHINA, the project promoted by Unaprol – Consorzio Olivicolo Italiano and co-funded by the European Union, which from February to May 2025 will be the protagonist in China with an ambitious promotion campaign articulated among supermarkets and restaurants in the cities of Guangzhou, Dongguan, Foshan and Shenzhen. The ad-hoc selected cities are located in southern China, in Guangdong Province, one of the most populous, innovative and industrialised regions in the country. Together they are part of the Greater Bay Area, a real strategic hub. Bringing European EVO oil to this region means entering the beating heart of Chinese development and opening up new avenues for dialogue between gastronomic excellences.
A gastronomic experience that unites cultures
The project includes promotional activities in four CornersDeli chain shops and eleven selected restaurants, where European EVO oil is the focus of tastings, cooking demonstrations and exclusive dishes. In the supermarkets involved, consumers can participate in guided tastings, receive information material and discover the nutritional properties and cooking uses of extra virgin olive oil. In restaurants, on the other hand, the encounter is even more direct: chefs reinterpret traditional Chinese dishes using EVO oil both raw and cooked, with local techniques such as wok-frying, steaming and braising. The result? A harmonious marriage of two gastronomic traditions, where EVO oil does not replace, but enhances the original flavours, adding nutritional value and authenticity.
Below is the calendar of point-of-sale promotions
| Location | Cities | Address | Dates |
|---|---|---|---|
| CornersDeli - Man Lap Fong Shop | Guangzhou | Shop L225-L230, Man Lap Fong, Qingbo Road, Ersha Island, Yuexiu District, Guangzhou | 17/02/2025 to 16/05/2025 |
| CornersDeli - Yuehai Tiandi | Guangzhou | B117-B119, Yuehai Tiandi , Tianhe District, Guangzhou | 17/02/2025 to 16/05/2025 |
| CornersDeli - Four Seas City Shop | Guangzhou | No.13-1room,LG2 floor, Western district, Four Seas City, Panyu District, Guangzhou | 17/02/2025 to 16/05/2025 |
| CornersDelI - Dynatown Shop | Dongguan | No.13-14 Zijing Garden, Qifeng View, Dynatown, Dongcheng East Road, Dongguan | 17/02/2025 to 16/05/2025 |
This, on the other hand, is the calendar and location of promotions in restaurants:
| Location | Cities | Address | Dates |
|---|---|---|---|
| Mezomd Resraurant Espagnol (Guang Yue) | Guangzhou | QingFeng Street 48, Guang Yue TianDi 112-116 Hai Feng Street, The Canton Place Num.112-116, Guangzhou China | 19/02/2025 - 12/03/2025 |
| Francesco Yabe | Guangzhou | 101, 1F, GT Land Plaza Autumn, No. 11 Zhujiang East Road, Tianhe district, 50630 Guangzhou, China | 28/03/2025 - 18/04/2025 |
| The Embassy (MBC) | Guangzhou | Qingfeng Street 88-90 The Canton Place, Tianhe District, Guangzhou 510000 China | 01/04/2025 - 21/04/2025 |
| Le Hachoir Guangzhou | Guangzhou | QingFeng Street 62, The Canton Place, Tianhe District, Guangzhou 510000 China | 02/05/2025 - 22/04/2025 |
| OST New Italian restaurant | Guangzhou | OST New Italian 6 Zhujiang East Road B122, Floor B1, K11 Shopping Mall, Tianhe District, 510623 Guangzhou, China | 02/05/2025 - 22/04/2025 |
| Wimeat | Foshan | 47-48 Building 3, Jindi Jiulong Bi, Huming Street, Chncheng District, Foshan, China | 15/04/2025 - 06/05/2025 |
| Wimeat | Foshan | 18 Guilan Zhong Road, Guicheng Street, Nanhai District, Foshan, China | 15/04/2025 - 06/05/2025 |
| Gambero Rosso | Shenzhen | Gemdale Viseen Tower, Gaozinnan Shi Avenue, Nanshan District, Shenzhen, China | 15/04/2025 - 06/05/2025 |
| OGGI Trattoria Pizzeria | Shenzhen | Shop S222A01, 2F, Bld 2, Commercial Complex, South District, Upper City 5001 Huanggang Road, Shenzhen | 15/04/2025 - 06/05/2025 |
| OGGI Trattoria Pizzeria | Shenzhen | Phase 3, Nanhai Rose Garden, No. 3-14 Jinshiji Road, Shekou, Nanshan District, Shenzhen | 15/04/2025 - 06/05/2025 |
In each location, tastings, special dishes and information content will be offered to accompany consumers on their discovery of European extra virgin olive oil, with a special focus on the Tuscan PGI EVO oil, characterised by a colour ranging from deep green to golden yellow and a fruity aroma with notes of artichoke, cut grass, almond and ripe fruit. On the palate, it has a balanced taste, where bitterness and spiciness are perfectly balanced.
Versatile, resistant to high temperatures and naturally rich in health benefits, European extra virgin olive oil proves its compatibility with Oriental eating habits, contributing to a contemporary, healthy and conscious cuisine. The ECCECHINA project wants to convey just such a message: to promote a food culture based on quality, certified origin of ingredients and a more balanced lifestyle.
This is a mission that Unaprol and the European Union are pursuing with commitment, through initiatives capable of building bridges between territories, traditions and gastronomic knowledge.
