Spain Has Expanded Gastronomy Campaign in China
The 2 million euro promotion seeks to meet growing Chinese demand for Spanish wine and food products.
Updated on Sept. 29, 2026 in Food and Drink
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Spain has expanded its global Eat Spain, Drink Spain campaign to boost the presence of its food products in China. The initiative, supported by a 2 million euro budget, follows a significant rise in Chinese tourism to Spain over the past year.
Why it matters
Interest in Spanish gastronomy has grown among Chinese consumers as travel between the two nations increases. However, current demand for Spanish food imports continues to outpace the number of products authorized for export to the country.
The 2026 Eat Spain, Drink Spain campaign operates across 19 countries with a total budget of 2 million euros. Currently, there are only 30 Spanish restaurants serving customers within China.
The players
ICEX
This public business entity promotes the internationalization of Spanish companies and is a key organizer of the Eat Spain, Drink Spain campaign.
Spanish Ministry of Agriculture, Fisheries and Food
This government department regulates the food and agriculture sectors and co-manages national promotional campaigns.
The details
Spanish officials are negotiating export access to the Chinese market on an individual product basis to address the supply gap. The strategy was highlighted during the Spain Food Nation Summit, which serves as a platform to bridge the gap between growing demand and current import limitations.
Timeline
2019 served as the pre-pandemic benchmark for Chinese tourism to Spain.
795,000 Chinese tourists visited Spain throughout 2025.
The Spain Food Nation Summit occurred on Sept. 10, 2026, in Shenzhen.
Industry Dynamics
The campaign expansion highlights the competitive push by European nations to secure market share in the rapidly developing Chinese food and beverage sector. This movement mirrors broader trends of nations using government-sponsored culinary tourism to drive international trade and cultural soft power.
For consumers, this push may result in a wider variety of authentic Spanish wines and food items appearing in local markets and high-end grocery stores. Diners may also see an increase in the number of authentic Spanish restaurant options as the campaign gains traction.
The takeaway
Spanish exports are benefiting from the strong correlation between increased international travel and consumer interest in foreign cuisines. Travelers interested in these products can often find regional specialties by seeking out official certification labels during their international trips.
Further reading
Learn more about the latest trends in the global culinary sector by visiting the Food and Drink section.
Source note: This article includes information reported by News.
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