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ECCECHINA renews the culinary dialogue between Europe and China: new promotions launch in restaurants and retail outlets across southern China

European extra virgin olive oil continues to gain ground in international kitchens, demonstrating its versatility even in traditional Asian dishes. Thanks to its stability at high temperatures and balanced organoleptic profile, EVO oil integrates perfectly with cooking techniques such as stir-frying, braising, and deep-frying, enhancing ingredients and flavors without altering them.

It is from this vision that the new edition of ECCECHINA’s promotional activities takes shape. ECCECHINA is a project promoted by Unaprol – the Italian Olive Consortium and co-funded by the European Union, which from May to July 2026 returns to the forefront in Southern China with a comprehensive promotional program in restaurants and retail outlets in the cities of Guangzhou, Foshan, Dongguan, and Shenzhen.

The initiative is taking place in the Greater Bay Area, one of the most economically dynamic and strategic regions in contemporary China, characterized by a strong international outlook and a growing focus on nutrition, quality, and well-being. In this context, European extra virgin olive oil stands as a symbol of authenticity, gastronomic culture, and a balanced lifestyle.

A journey through tasting, culture, and culinary innovation

The activities involve five CornersDeli stores and eight selected restaurants, where consumers will have the opportunity to learn more about the characteristics and uses of European EVO through guided tastings, informational materials, cooking demonstrations, and special culinary offerings.

At participating supermarkets, the public can learn more about the nutritional properties of extra virgin olive oil and discover its versatility in the kitchen. This year, CornersDeli stores will also make the spaces on price tags available to further reinforce the message of the ECCECHINA campaign, by including content dedicated to the project and QR codes that will allow consumers to access the official website directly and discover all the information about the initiative.

At participating restaurants, meanwhile, local and international chefs will create original interpretations of Mediterranean and Asian cuisine, using EVO both raw and in cooking, in a fusion of flavors that blends tradition and modernity.

The project’s goal is to promote a food culture based on certified quality, sustainability, and the promotion of European agri-food excellence, encouraging more mindful and healthy eating habits.

Below are the retail locations participating in the ECCECHINA project’s promotional activities:

  • CornersDeli – Man Lap Fong Shop, Guangzhou (Shop L225-L230, Man Lap Fong, Qingbo Road, Ersha Island, Yuexiu District) – May 13 to July 11, 2026
  • CornersDeli – Yuehai Tiandi, Guangzhou (B117-B119, Yuehai Tiandi, Tianhe District) – May 13 to July 11, 2026
  • CornersDeli – Four Seas City Shop, Guangzhou (No. 13-1, LG2 floor, Western District, Four Seas City, Panyu District) – May 13 to July 11, 2026
  • CornersDeli – Canto Place Shop, Guangzhou (Qingfeng Street, Canton Place Shops 97/99/101/120, Zhujiang New Town, Tianhe District) – May 13 to July 11, 2026
  • CornersDeli – Dynatown Shop, Dongguan (No. 13-14 Zijing Garden, Qifeng View, Dynatown, Dongcheng East Road) – May 13 to July 11, 2026

The restaurant promotions will take place at the following locations:

  • Wimeat, Foshan (P47-48, 1F, No. 9 Shenhua Road, Chancheng District) – May 16 to June 5, 2026
  • Alfresco, Guangzhou (Langham Place Guangzhou, No. 638 Xingang Dong Road, Haizhu District) – May 19–June 8, 2026
  • OST Guangzhou, Guangzhou (B122, K11, Huacheng Avenue, Tianhe District) – May 19–June 8, 2026
  • Mamma Mia, Guangzhou (Room 405, IFC, No. 5 Zhujiang Xi Road) – May 22–June 11, 2026
  • Francesco Yabe, Guangzhou (Room 101, F Building, GT Land-Autumn, No. 11 Zhujiang Dong Road, Tianhe District) – May 22–June 11, 2026
  • Gambero Rosso, Shenzhen (1F Shenzhen Gemdale Viseen Tower, Gaoxinnan Shidao, Nanshan District) – May 26–June 15, 2026
  • Oggi Trattoria Pizzeria, Shenzhen (Room 113, Building No. 7, Nanhai Rose Garden, No. 3-14 Jinshiji Road, Nanshan District) – May 26–June 15, 2026
  • Oggi Trattoria Pizzeria, Shenzhen (S222A01, 2F, Building No. 2 Upper Hills, No. 5001 Huanggang Road, Futian District) – May 26 to June 15, 2026

Each location will host tastings and informational activities dedicated to European extra virgin olive oil, with a particular focus on Tuscan PGI EVOO, prized for its distinctive aromatic profile, characterized by herbaceous notes, hints of artichoke and fresh almond, accompanied by a harmonious flavor in which bitterness and spiciness are perfectly balanced.

Thanks to its nutritional properties and great versatility, European extra virgin olive oil remains an ingredient capable of engaging with diverse culinary cultures, contributing to a modern, healthy cuisine that prioritizes the quality of its ingredients.

Through ECCECHINA, Unaprol and the European Union continue to promote the value of European EVO around the world, creating opportunities for interaction between regions, culinary traditions, and new consumers.

For more information, visit the official website https://enjoyeuevoo.eu/it/ and the Weibo and WeChat accounts.

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