From Paella to Iberian Ham: Spanish Flavors Win Over Chinese Diners

Spanish cuisine is moving beyond the realm of special occasions in China, with authentic restaurants and premium imports now finding a regular place at the dining table. In Shanghai, eateries serving traditional dishes like paella are attracting steady crowds, with patrons drawn not just to the flavors but to the quality of the ingredients.

"Spanish people have olive oil, which is very healthy. A lot of vegetables. Coming here is like being in Spain," said Héctor Cuartero Gilabert, culture and experience manager at the restaurant Madrid 1995. "It's not just a food experience, it's like traveling."

This growing appetite is also reshaping retail. Iberian ham, once a rare delicacy, is now available in a wider range of varieties across the country. Xi Chenyao, founder of Jamon Pasion Lab, a self-service ham buffet, noted a sharp uptick in demand. "We've been importing Spanish ham for ten years, and in the past five years, our sales have doubled," he said. "It's no longer a niche luxury; it's becoming part of everyday dining culture."

The trend is supported by stronger trade channels. Raul Garcia, president of the Interprofessional Association of Iberian Pig, highlighted China's importance to the sector. "China is one of our most important markets, where we've promoted Iberian ham for over five years, with the market reaching around 29 million euros since 2018," he said. He pointed to platforms like the China International Import Expo as key to fostering consumption upgrading and future growth.

As China remains Spain's largest trading partner outside the European Union, the rising popularity of these premium foods reflects a deepening economic and cultural connection between the two nations.