The Consortium for the Protection of Asiago PDO cheese is stepping up its international strategy with targeted initiatives across Asia, responding to mounting global pressure on protected designations of origin and the risk of product names becoming generic.
Between 23 March and 17 April, the Consortium will roll out a multi-country programme spanning South Korea, Vietnam, and Italy, including a training session in Seoul, participation in Food & Hotel Vietnam 2026, and an inbound visit of Asian buyers to production areas. A first exhibition debut in Taiwan is scheduled for June.
The initiative is part of a long-term positioning strategy aimed not only at market presence but at reinforcing product reputation and building a network of operators who recognize and promote Asiago’s identity.
The programme launched in South Korea, where the Consortium has invested steadily since 2023 and where the Asiago denomination benefits from protection under the 2011 EU–Korea Free Trade Agreement. On 23 March, a Seoul-based training session targeted chefs and foodservice professionals, focusing on product characteristics, culinary versatility, and applications in local cuisine.
From 24 to 26 March, Asiago will feature at Food & Hotel Vietnam 2026, a leading food, beverage and hospitality trade event in Southeast Asia. The participation aims to consolidate relationships established in 2025 with importers, distributors, and foodservice operators in a fast-growing market protected under the EU–Vietnam Free Trade Agreement (EVFTA).
From 12 to 17 April, Italy will host Asian buyers in an immersive programme designed to turn them into informed ambassadors of the product in their home markets. The initiative continues in June with the consortium’s first exhibition appearance in Taipei, targeting Taiwan’s mature market, where consumers show strong awareness of food safety and growing interest in geographical indications.
The programme is part of “Europe Be My Guest,” a €1.5 million EU co-funded project developed in partnership with Fict (Fédération des entreprises françaises de charcuterie traiteur). Launched in 2025, the three-year initiative promotes European — particularly Italian and French — gastronomic excellence in South Korea, Vietnam, and Taiwan through a shared narrative of quality and conviviality.
L’articolo Asiago PDO Expands Strategic Footprint Across Asian Markets proviene da Italianfood.net.