In recent years, Japan and Taiwan have developed a curious attraction to Mediterranean food culture, a culinary dialogue that is growing quietly but steadily. In Japan, for example, studies published in the international journal OCL – Oilseeds and Fats, Crops and Lipids describe how olive oil and the principles of the Mediterranean diet are gaining ground in the daily choices of consumers, who are fascinated by a dietary model perceived as balanced and beneficial.

In Taiwan, on the other hand, it is the wellness media – such as Business Today’s The Better Aging – that describe how the Mediterranean diet is finding its own local interpretation: a creative adaptation that combines blue fish, typical island vegetables and quality oils, keeping the Mediterranean philosophy intact while dialoguing with the flavours of the territory.

In this context, the European project EnjoyEvoo (Ecceasia), co-funded by the European Union under Regulation (EU) No. 1144/2014 and promoted by Unaprol, the Italian Olive Consortium and CAP- Confederação dos Agricultores de Portugal, has proved to be a cultural and gastronomic bridge between Europe and Asian markets, helping to raise awareness of the excellence of certified extra virgin olive oil through tastings, training activities and targeted campaigns. After a first year of activity that laid solid foundations in terms of knowledge and recognition, the second year of the project consolidated the presence of European EVO oil in Japan and Taiwan, strengthening dialogue with consumers, industry operators, the media and food professionals.

The results of this second year confirm a growing interest in a product that, thanks to its quality and history, is a pillar of the Mediterranean diet. It also shows how, thanks to structured and ongoing initiatives, it is possible to bring different gastronomic worlds closer together by promoting authenticity, traceability and product culture.

To fully understand the scope of the work carried out — part of a five-year programme which, after the first cycle of the EnjoyEvoo project, is now completing its second three-year phase — one need only look at the results achieved:

• A total of 13 training seminars, including 10 events in Tokyo and Ibaraki Prefecture and 3 in Taiwan, aimed at students, gastronomic professionals and distributors;
• Over 200 promotional days held in 10 restaurants in Tokyo, which have incorporated European EVO oil into their menus with guided tastings and dedicated offerings;
• 140 promotional days in Taipei and New Taipei, in selected restaurants that helped to spread the sensory and cultural experience of European oil;
• 200 days of activities in the Buongustaio and La mia Italia chain stores in Japan, where consumers were able to learn about the origin, characteristics and uses of certified extra virgin olive oil;
• 140 promotional days in the famous Taiwanese chain Goodwell, one of the most influential companies in the field of wellness and premium products.

Towards the final year of the project: the vitality of European and certified EVO oil as the common thread

This second year therefore closes with tangible results, both in terms of the quantity and quality of the interactions generated. The activities have consolidated the presence of European EVO oil in the two markets, broadened knowledge of production regulations and strengthened the perception of extra virgin olive oil as a food that is synonymous with Mediterranean culture.

Now, attention turns to the final year of the project, which will be dedicated to the theme of vitality associated with EVO oil: a concept that highlights the link between well-being, a balanced diet and the sensory richness of a product capable of uniting different territories and traditions.

At a time when Asian consumers are showing increasing attention to quality, traceability and healthy lifestyles, EnjoyEvoo confirms its role as an ambassador of Mediterranean taste and culture. With the solid foundations laid in these first two years of the new project phase — and with the experience gained in the five years since EnjoyEvoo began — the last year promises to be a decisive opportunity to consolidate a cultural bridge that is destined to last.

For more information and to keep up to date with the programme’s initiatives follow the dedicated social media channels, where updates, informative content and upcoming activities in Asian markets will be published.