Within the framework of the fair Meat Attraction 2025, the Interprofessional of the Iberian Pig (ASICI) has revealed the resounding success of its international promotion campaigns, evidencing the unstoppable advance of Iberian Ham in the global market. Despite the challenges posed by trade and tariff instability, the sector has managed to consolidate its presence in strategic markets, driving exponential growth in the exports.
«China and the United Kingdom They represent two different realities, but equally fundamental for the future of the Iberian sector. In China, we have been able to position ourselves in a very demanding market, which is constantly evolving, where consumer education and the training of professionals have been key to increasing demand. In the United Kingdom, we have faced the post-war challenges of the 1990s,Brexit "With determination, ensuring the presence of Iberian ham in haute cuisine and in the everyday consumption of the British. Investment in promotion in both countries has allowed our international presence to continue growing, as is happening in other major markets," he explained. Raúl García, president of ASICI.
China, a vitally important market for Iberian Ham, has experienced a 60% growth in the value of exports in the last five years, reaching more than 28 million euros in 2024, according to data from ICEX-ESTACOMThe campaign “Iberian Hams from Spain. Ambassadors of Europe in the World” has been a determining factor in this expansion, educating consumers and professionals about the unique qualities of the product through training, events, and immersive experiences. The campaignAwaken Your Iberian Sense» has continued along this path, with actions that will extend until 2026, including participation in trade fairs such as Sial Shanghai.
China and the UK have seen increases in value of 60% and 43,8% respectively over the past five years
En United KingdomExports of cured ham have grown by 43,8% in the last five years, reaching €29,16 million in 2024. Despite the challenges of Brexit, the campaigns «Ham Passion Tour” and “Awaken Your Ibérico Sense"They have strengthened the product's presence, highlighting its quality and tradition through training at prestigious institutions and advertising campaigns in emblematic locations such as Outernet London and Spitalfields Market.
«Japan and Mexico These are two markets with great opportunities for Iberian Ham, backed by culinary traditions of immense global prestige. This success demonstrates that, regardless of culinary culture, Iberian Ham is a versatile product that appeals to everyone who tries it. Our goal now is for it to be perceived as a complete sensory experience and for more and more consumers to learn to recognize its distinctive qualities,” he stated. Jesús Pérez, deputy director of ASICI.
In Mexico, the value of exports has increased by 143,8% in the last five years, exceeding €33 million in 2024. Promotional campaigns have positioned Iberian Ham as a benchmark in haute cuisine and among an increasingly discerning public. In Japan, exports have grown by 214% in the last five years, exceeding €22 million in 2024. The "Awaken Your Ibérico Sense" campaign has included outdoor advertising in Shibuya Crossing and tastings aimed at professionals.
International promotional campaigns, co-financed by the European Union, have proven to be a profitable investment for the sector, allowing it to build customer loyalty and generate a significant economic return. “The EU-cofinanced promotional campaigns have proven to be a very profitable investment for the sector. They not only allow us to build customer loyalty, but also generate a significant economic return in terms of export growth and international positioning. They give us the opportunity to plan long-term actions, maximize the visibility of Iberian Ham, and ensure its competitiveness compared to other premium products,” he stated. Andrés Paredes, director of ASICI.
“The impact of 'Jamones Ibéricos de España. Ambassadors of Europe in the World' was extraordinary: more than 700 million contacts thanks to its content and public relations strategy. On social networks, a community of 400.000 followers was generated, reaching more than 35 million people and achieving around half a million interactions. In total, this campaign, the most ambitious in the history of Iberian ham, managed to reach more than 1.500 billion consumers between its development in Spain, France, Germany, China and Mexico reinforcing the value of the daily effort of farmers and industries that work to offer what is perhaps the best ham in the world," he said. Andres Paredes.
The results were presented at ASICI's stand at Meat Attraction 2025, where activities such as reverse trade missions with international buyers and cutting demonstrations took place. ASICI also presented its "IBÉRICO" traceability application, which guarantees product authenticity.