Iberian Ham in China

The Rise of Iberian Ham in China: A Growing Market

The Extremadura Iberian ham sector is undergoing a strategic shift in its export markets. While uncertainty persists in the United States due to potential tariffs, China has established itself as a key and growing destination for the prized Iberian ham. This shift reflects an adaptation to the dynamics of international trade and a long-term vision for the sector’s growth.

Exponential Growth of Iberian Ham in the Chinese Market

The numbers speak for themselves: Iberian ham exports to China have experienced significant growth in recent years. According to Raúl García, president of ASICI and CEO of Montesano, exports have doubled in just five years, rising from €13 million in 2019 to €27 million in 2024. This upward trend underscores the growing interest and appreciation for Iberian ham in the Chinese market.

Strategies to Strengthen the Presence of Iberian Ham in China

To consolidate and expand the presence of Iberian ham in China, several strategies have been implemented:

• Promotional Campaigns: Promotional campaigns have been intensified to raise awareness of the unique qualities of Iberian ham among Chinese consumers.
• Official School of Ham Cutters: The creation of the first official school of ham cutters in Shanghai is a significant step. This initiative not only promotes the culture of Iberian ham, but also guarantees quality in its presentation and service.
• Participation of Extremaduran Companies: In 2024, four Extremaduran companies exported Iberian ham to China for a value of €2.75 million, demonstrating the sector’s commitment to this market.

The Potential of the Chinese Market for Iberian Ham

The Chinese market offers enormous potential for Iberian ham due to several factors:

• Growing Middle Class: The growing Chinese middle class seeks gourmet, high-quality products, and Iberian ham fits perfectly into this category.
• Appreciation of Gastronomy: Chinese culture values ​​gastronomy, and Iberian ham is positioning itself as a product of luxury and distinction.
• E-commerce: The rise of e-commerce in China makes it easier to distribute and sell Iberian ham to a wider audience.

Challenges and Opportunities

Although the Chinese market presents great opportunities, there are also challenges. Import regulations and health standards require strict compliance. However, with the right strategy and adaptation to Chinese consumer preferences, Iberian ham can continue to thrive in this market.

Market Diversification

Despite the focus on China, the Extremadura Iberian sector is also diversifying its markets. Mexico has become the third most important market, demonstrating a global expansion strategy.

In conclusion, Iberian ham is finding a promising home in China, and with the right strategies, the future looks very positive.