![]() Therefore, we’ve accompanied it with the jewelry show,” said Daniel Martin, COCE’s general director and the organizer of the event. “This is an event to launch the ham in Beijing, to see if there’s any demand and position (it) as an exclusive luxury product, for the upper class. The ham, produced in Extremadura by the Montesano company and distributed in China by the Olivarero Chinese Spanish Consortium, or COCE, was the star of a luxurious and glitzy evening at the distinguished club, although the jewelry of Madrid designer Paloma Sanchez, who has a store in Beijing, was also prominently featured. Additionally, ham producers began a simultaneous effort to woo Japanese residents in China’s major cities, as these consumers - some of the world’s most seasoned luxury buyers - are already familiar with Spanish hams and require less dedicated marketing efforts.Īs the Latin American Herald Tribunewrites, as for every industry the Chinese market has great potential as a destination for ham producers, but it won’t be easy to convince Chinese buyers to spend top dollar on a culinary product with which they’re not that familiar - particularly in the age of swine flu: To start off this marketing effort, a Spanish ham tasting event was held recently at Beijing’s LAN Club, one of the city’s most exclusive restuarant/nightclubs, along with a Spanish jewelry modeling show. Recently, after years of trade negotiations, Spanish ham was given the greenlight in China, after which they began a marketing blitz designed to get their products associated with wealth, luxury, and distinction among wealthy Chinese. But if Spanish ham producers have their way, China will be one of their top markets in coming years. ![]() ![]() When people think of China - or the eating habits of urban Chinese - they probably don’t think of Spanish ham. Spanish ham producers are hoping to get their products associated with wealth and sophistication in China
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