2025 has been quite the ride. The “European Pork. Pork in Style” campaign made its mark across Singapore and South Korea, earning Bravo!s through standout events, strong media presence and plenty of culinary style.
Back in April, “Pork in Style” made its grand debut in Food and Hotel Asia (FHA) in Singapore with eye-catching visuals and irresistible dishes of EU pork and charcuterie that made the booth one of the hottest places in the fair.
Following the success of FHA, “European Pork. Pork in Style” crossed the borders and landed in South Korea last June to bring all that flair and flavour to Seoul Food and Hotel, giving the Korean F&B industry and consumers a taste of what makes EU Pork unique: premium quality, responsible production and versatility in every dish.
But we didn’t stop there. The campaign collaborated with two of the biggest culinary academies in Korea – Le Cordon Bleu Sookmyung Academy in Seoul, and Youngsan University Culinary School in Busan – to host 2 masterclass sessions where students were introduced the ‘European Pork. Pork in Style’ campaign and the systems that guarantee EU pork from France and Portugal is safe, fully traceable and sustainably produced. Together with two renowned chefs, the future culinary experts threw on their chef jackets and got to prepare the coolest hot dishes and refined cold charcuterie-style cuts.
And the highlight. Our exclusive “European Pork. Pork in Style” Tasting event in Seoul this October. Leaders from across the Korean F&B scene gathered to experience how beautifully EU pork complements Korean cuisine and fits into Korea’s dynamic food market. Through insightful presentations, delightful EU pork dishes, dazzling charcuterie, good wine and an even better discussions, this Tasting sure left the guests with a pleasant aftertaste and craving for more.
And 2025 was only the beginning! In 2026, “European Pork. Pork in Style” comes back bigger, tastier and as stylish as ever.
In 2026, catch us once again at FHA in Singapore and SFH in Korea, following the success of 2025. Mark your calendars and visit the most stylish booth at the fair to experience the taste of premium EU pork.
Want to enjoy it at home? In 2026, the campaign will bring EU pork from France and Portugal directly to your kitchen through special promotions on leading Korean e-commerce platforms and department stores.
For food professionals in Singapore and South Korea, 2026 promises to be an exciting culinary journey. “Pork in Style” will host two exclusive tasting events—one in each country—becoming the hottest meeting point for the F&B industry and offering insights into European pork production and deliciously crafted pork dishes.
The highlight of 2026, however, will be the Study Trip to Europe, where a selected group of Korean F&B experts will travel to France and Portugal—origin of premium EU pork and charcuterie. This unique experience will allow the participants to engage directly with suppliers, visit production plants, and gain first-hand insight into EU’s standards of safety, quality, sustainability, and animal welfare.
Excited for the new year? Stay tuned and visit porkinstyle.eu for more information on “European Pork. Pork in Style”—a campaign co-funded by the European Union and organised by FILPORC and INAPORC, running in South Korea and Singapore from 2025 to 2027.
