The “European Pork. Pork in Style” campaign made a successful return to Seoul Food & Hotel (SFH) 2026, marking its second consecutive participation at South Korea’s leading trade exhibition for the food and hospitality industry. Once again, visitors had the opportunity to discover the flavour, quality, and versatility of European pork from France and Portugal.
Organised by FILPORC and INAPORC and co-funded by the European Union, the campaign once again brought together Korean food professionals and European producers, creating new opportunities to showcase premium European pork and strengthen industry connections.
A taste of Europe, inspired by Korea
Throughout the four-day exhibition, the ‘Pork in Style’ booth attracted a steady flow of visitors eager to discover European pork through live cooking demonstrations and tastings. Professional chefs prepared a selection of Korean-inspired dishes, including EU pork and shishito pepper skewers, naeng-jeyuk and gochujang jeyuk rice bites, giving attendees the opportunity to experience the flavour and versatility of European pork firsthand.
The tasting experience continued with elegant charcuterie boards featuring Bayonne ham, saucisson and rillette, offering visitors another delicious introduction to the craftsmanship and tradition behind European pork products.
Growing interest in European Pork
SFH 2026 once again proved to be an excellent meeting point for the European and Korean food sectors. The campaign welcomed strong interest from importers, distributors, retailers, and food service professionals, who recognised the consistent quality, high production standards, and versatility that distinguish European pork from France and Portugal.
As demand for premium food products continues to grow in South Korea, the exhibition provided another valuable opportunity to strengthen business relationships and further increase the visibility of European pork in the Korean market.
From the trade show to Korean homes
The campaign continues beyond the exhibition hall with a series of consumer-focused activities across South Korea. Throughout June, consumers had the opportunity to discover premium European pork through a dedicated e-commerce promotion on Coupang, making it easier than ever to enjoy European pork at home. Another exciting e-commerce promotion is already on the horizon in Korea, set to engage consumers once again during the second half of the year.
Then, in July, the campaign will arrive at selected E-Mart stores with a special point-of-sale promotion, where shoppers will have the opportunity to discover European pork through live cooking demonstrations, tastings, and in-store experiences.
Stay tuned—there are plenty more Pork in Style moments still to come!
