This outstanding participation reinforces the presence of the product in the Asian market and consolidates China as a strategic axis for its global expansion.
The initiative, framed within the European campaign 'Awaken Your Iberian Sense', seeks to increase the visibility and awareness of Iberian Ham in key markets. In SIAL China 2025, held from May 19 to 21, ASICI presented an innovative space with the participation of six companies from the Iberian sector. Through tastings, cutting workshops, masterclasses taught by experts, and interactive activities, the interest of the Asian public was sparked, positioning the Iberian Ham as a symbol of excellence, sustainability, and European culinary culture.
A Strategic Market in Exponential Growth
China remains a key market for Iberian ham. Spanish exports of cured hams and shoulders to this country exceeded €28.2 million in 2024, reflecting a notable increase of 59.8% since 2020. This sustained growth demonstrates the consolidation of the product and the sector's ability to expand after a period of global uncertainty, demonstrating growing demand in an increasingly competitive environment.
SIAL China, considered one of the three most important agri-food fairs in the world and the main event in the sector in Asia, brought together more than 5,000 exhibitors from 75 countries and more than 180,000 professionals from 110 countries and regions in this edition. Its location in Shanghai, the economic epicenter of the Asian giant, makes it a key showcase for accessing a dynamic market with a growing demand for high-quality, value-added products.
China remains a strategic market for Iberian ham. In 2024, Spanish exports of cured hams and shoulders to this country exceeded €28,2 million.
Institutional Support and Vision for the Future
The presence of important Spanish authorities in Shanghai, such as Elena Busutil, Director of Agricultural Production and Markets of MAPA; Alfonso Pino, Minister of Agriculture, Fisheries and Food at the Spanish Embassy in Beijing; Maria Simo Seville, Economic and Commercial Counselor at the ICEX Office in Shanghai; and Estefania Roncero, Commercial Counselor at the Spanish Embassy in Beijing, reaffirmed her support for the Iberian sector.
Raúl García, president of ASICI, highlighted the success of the participation: “At SIAL Shanghai we have confirmed, once again, the great interest this product generates among both professionals and the Asian public. Our participation has undoubtedly been a wise decision to continue consolidating the presence of Iberian Ham in China, a country where interest in quality gastronomy is growing steadily.” In addition, García confirmed the participation of the campaign 'Awaken Your Iberian Sense' at the Spain event Food Nation Summit that ICEX will hold in Shanghai next September, underlining ASICI's commitment to strengthening this strategic link.
Jesús Pérez, Deputy Director of ASICI, highlighted the China's strategic importance and its growth potential. “Through a global platform like SIAL, our goal is not only to increase the visibility and awareness of Iberian Ham, but also to convey everything it represents: tradition, sustainability, excellence, and a unique way of understanding gastronomy,” he stated. Pérez concluded: “Iberian Ham is not just an exquisite delicacy; it is a profound expression of Spanish culture, a story told through flavor that connects the consumer with its origin, its territory, and the craftsmanship that makes it possible.”
With this initiative, ASICI reaffirms its commitment to the internationalization of the sector and advances toward its goal of positioning Iberian Ham as one of the great European gastronomic references globally. The campaign 'Awaken Your Iberian Sense', co-financed by the European Union, runs from 2024 to 2026 in key markets such as China, Japan, and the United Kingdom, continuing the promotional work that has consolidated Iberian Ham as an excellent gourmet product in recent years.
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