A new mark of European culinary excellence in Hanoi
WVR - Recently in Hanoi, representatives from the Consorzio Tutela Formaggio Asiago and the French Federation of Processed Meat and Cold Cuts Enterprises (FICT) met with the media ahead of a trade connection event held later that afternoon.
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| The series of activities is part of the “Europe, Be My Guest” campaign, implemented over three years from September 2025 to August 2028. (Source: FICT) |
This is part of a three-day series of activities aimed at introducing the Vietnamese market to two protected European culinary heritages: Asiago PDO cheese from Italy and traditional French cold cuts.
The series of activities is part of the “Europe, Be My Guest” campaign, implemented over three years from September 2025 to August 2028. The campaign is co-funded by the European Union (EU) and jointly organized by the Asiago Cheese Association and FICT.
The campaign aims to raise awareness, increase the presence, and boost sales of Asiago PDO cheese and French cold cuts in Vietnam, the Republic of Korea, and Taiwan (China); while also expanding the presence of these products in retail, distribution, and food service systems.
Moreover, the campaign emphasizes the distinctive values of the European food and agricultural production sector, including food safety, traceability, authenticity, transparent labeling, animal welfare, environmental protection, and sustainable development, alongside the quality, taste, diversity, and traditional values of the products.
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| Industry representatives actively engage at the trade connection event in Hanoi. (Source: FICT) |
Many of these products are certified under the EU's quality systems, including PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication), providing consumers with clear assurances of origin and production standards.
Entering its second year in Vietnam, the campaign builds on the achievements of the first year's activities in November 2025. At that time, the trade connection event in Ho Chi Minh City and workshops for chefs in Ho Chi Minh City and Hanoi laid the foundation for establishing cooperative relationships with experts in the Vietnamese culinary industry. This year, the campaign focuses on transitioning from product introduction to fostering long-term acceptance and application in the Vietnamese culinary sector.
This year's series of activities began with a workshop for chefs in Ho Chi Minh City on October 29 and concluded on October 31 with a second workshop for chefs in Hanoi.
Asiago PDO cheese is a product with a name protected under European law. The PDO (Protected Designation of Origin) label is one of the EU's official quality certifications.
This certification confirms that the unique characteristics of the product are linked to the geographical conditions where it is produced; furthermore, both the raw materials and the entire production process must occur within the designated geographical area, adhering to strict product standards and traditional local production methods. For consumers, the PDO label is a guarantee of authenticity, traceable origin, and consistent quality of the product.
Established in 1979, the Consorzio Tutela Formaggio Asiago is responsible for overseeing the production chain, from milk procurement to packaging and marketing, while protecting the brand against counterfeiting. Asiago cheese is made from fresh milk in its region of origin, using three main ingredients: milk, rennet, and salt.
The product has two main varieties. Fresh Asiago PDO is aged for 20-40 days, featuring a soft texture and mild milky flavor. Meanwhile, aged Asiago PDO is matured for 3 months to over 15 months, offering a firm texture and rich flavor. According to the association, the cheese aged for 6 months or more is naturally lactose-free.
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| Chefs prepare dishes at the Chef Workshop in Ho Chi Minh City on October 29. (Source: FICT) |
Regarding French cold cuts, FICT currently represents 310 enterprises, 90% of which are small and medium-sized, employing approximately 32,500 workers. The sector offers over 450 distinctive products, including dry-cured ham, dry sausages, pâté, molded cold cuts, and shredded stewed meat.
The products are characterized by unique ingredients, natural conditions, and traditional processing methods. Some recipes have been recognized at the European level due to their specific processing and curing techniques.
Through promotional activities, experiences, and business connections, the “Europe, Be My Guest” campaign aims to enhance the recognition of Asiago PDO cheese and French cold cuts, while expanding market access opportunities in Vietnam for European food products.
