The “European Pork. Pork in Style” campaign is heading into its final year with a full programme of activities in South Korea. In 2027, Korean consumers and F&B professionals will have new opportunities to discover European pork from France and Portugal through trade fairs, online promotions, retail activities, professional tastings and a study trip to Europe.
Building on the activities carried out throughout 2026, the campaign will continue bringing European pork closer to the Korean market, with a programme designed to reach consumers in different settings while creating new opportunities for industry professionals to connect with the European pork sector.
European pork returns to Seoul Food & Hotel
Seoul Food & Hotel will once again be one of the key stops for “Pork in Style” in 2027. The campaign will use the fair to present European pork from France and Portugal to Korean food industry professionals, highlighting different products and cuts and their potential across a range of culinary applications.
The 2026 edition provided the campaign with another opportunity to meet visitors and F&B professionals at the fair. In 2027, the focus will once again be on creating connections with the Korean food industry and showcasing the quality, versatility and production standards behind European pork.
Two more online opportunities to discover European pork
Digital activity will continue in 2027 with two online promotions, giving Korean consumers convenient access to European pork and a chance to explore different products and cuts from France and Portugal.
The campaign already brought European pork to Korean shoppers through two Coupang promotions in 2026, demonstrating how online channels can complement the campaign’s retail and food industry activities. For 2027, the focus will remain on making European pork easy to discover and providing inspiration for consumers looking to try different products at home.
Bringing European pork closer to Korean shoppers
Two point-of-sale promotions are planned for 2027, bringing European pork directly into the Korean retail environment. Through in-store activities and tasting opportunities, the promotions will allow shoppers to see the products, discover different cuts and experience their flavour and versatility.
The format builds on the campaign’s retail activities in 2026, including its first POS promotion of the year at selected E-Mart stores in Seoul. The next round of promotions will continue to create direct, accessible experiences with European pork for Korean consumers.
From Korea to Europe
For Korean meat and charcuterie professionals, another study trip to France and Portugal is planned for 2027. The seven-day programme in 2026 brought 14 Korean professionals to five companies and production facilities, giving them the opportunity to see European pork production and processing first-hand and meet European industry representatives.
The next trip will offer another opportunity to explore European pork at source, gain a closer understanding of production and quality standards, and strengthen professional connections between Korea and the European pork industry.
Another opportunity to taste European pork
The professional programme will also include another tasting event in Korea in 2027, continuing the campaign’s focus on giving F&B professionals direct access to European pork and its culinary possibilities.
The event will build on the professional tastings that have formed part of the campaign’s activities in previous years, including the tasting planned for the end of 2026. For Korean professionals, it will be another opportunity to taste products from France and Portugal, explore different applications and exchange around the potential of European pork in the Korean market.
Organised by FILPORC and INAPORC and co-funded by the European Union, the “European Pork. Pork in Style” campaign runs in South Korea and Singapore from 2025 to 2027.
In 2027, “Pork in Style” will continue its journey across the Korean food scene — from Seoul Food & Hotel and the retail environment to online shopping, professional tasting tables and European production facilities. It will be a year of new encounters with European pork, connecting Korean consumers and professionals with the products, flavours and expertise behind pork from France and Portugal.
