The Spanish Serrano Ham Consortium launches an ambitious three-year campaign in China to boost its exports

The commitment to the Chinese market materializes with the appointment of a new director for this project and the recent participation in SIAL Shanghai 2025, one of the most influential agri-food fairs on the continent. This event, which took place from May 19th to 21st, brought together more than 5.000 exhibitors from 75 countries and welcomed over 180.000 professionals, positioning itself as a key showcase for the Spanish meat sector.

In 2024, the Ham exports to China reached 1.568,70 tonnes , a figure that the Consortium hopes to significantly exceed with this new plan. Data from the first quarter of 2025 already reflect a positive trenda 19,81% increase in volume and 0,37% in value of Spanish Serrano ham exports to China, which underlines the growing confidence of Asian consumers in this product.

The Spanish Serrano Ham Consortium participated in SIAL Shanghai 2025 as part of its expansion strategy in Asia.

The main focus of this promotional campaign will be the training on quality Serrano hamThis training will be aimed at all stages of the distribution chain, ranging from importers and wholesalers to the various channels in the Horeca sector (Hotels, Restaurants, and Cafes) and Retail.

Álvaro Díaz de LiañoThe Marketing and Promotion Director of the Spanish Serrano Ham Consortium emphasized the importance of this initiative, stating: "It is necessary to publicize the attributes of a product with great gastronomic versatility and convey the added value that a quality Serrano Ham can bring in all its expressions."