The Consortium for the Protection of Asiago PDO cheese has unveiled an ambitious three-year internationalization strategy targeting three key Southeast Asian markets: South Korea, Vietnam, and Taiwan. The €1.5 million project, titled “Europe Be My Guest,” aims to consolidate Asiago PDO’s presence in rapidly expanding regions where consumer demand is increasingly focused on quality and European lifestyle.
Co-financed by the European Union and developed in partnership with the FICT (Fédération des Entreprises Françaises de Charcuterie Traiteur), the program brings together premium Italian and French producers under the banner of European excellence, hospitality, and conviviality.
“Europe Be My Guest invites Asian consumers and food professionals to discover the best of Europe’s gastronomic heritage,” the Consortium said in a statement, highlighting the program’s focus on storytelling and shared culinary culture.
EXPANDING ASIAGO IN A GROWING MARKET
The campaign is one of the most structured promotional efforts ever undertaken by the Asiago PDO Consortium in Asia. It seeks to expand market awareness and encourage consumption by showcasing the cheese’s authenticity, natural qualities, and ability to meet evolving international consumer trends—particularly in South Korea, where Italian cuisine enjoys a reputation for sophistication and high quality.
The project also builds on promotional activities launched in 2023 targeting media, opinion leaders, and the restaurant industry. South Korea currently ranks as the 12th largest economy in the world, and under the EU–Korea Free Trade Agreement (FTA) signed in 2011, the Asiago designation receives official recognition and protection. Over the past decade, trade between the EU and South Korea has grown at an average rate of 7.3% per year, with Italian agri-food exports now valued at approximately €400 million.
“PROTAGONISTS, NOT SPECTATORS”
“We want to be protagonists and not just spectators in the changes shaping international markets,” said Flavio Innocenzi, Director of the Asiago PDO Protection Consortium. “Bringing Asiago to Asia means listening to the most discerning consumers, anticipating trends, and building new relationships. Our cheese is born in a unique territory and from a supply chain that invests in quality. Telling its story to the world is an extraordinary opportunity to add value to our production and to the entire Made in Italy system.”
NEXT STOP: VIETNAM AND BEYOND
Following Seoul, “Europe Be My Guest” will continue in Vietnam, a country of 100 million inhabitants, where Italian agri-food exports reached €90 million in 2024, and trade exchange grew by 11.5% in the first four months of 2025.
Thanks to the EU–Vietnam Free Trade Agreement (EVFTA), Asiago cheese enjoys legal protection and access to a favorable trade environment. In Hanoi and Ho Chi Minh City, the Consortium will conduct training sessions for chefs and industry professionals, focusing on product knowledge, culinary applications, and pairing techniques to foster a deeper appreciation and demand for Asiago PDO.