'Golden name cards' help China, EU forge market bonds

Mutual benefits

The trade value of GI products between China and the EU exceeded 19 billion euros ($22 billion) in 2024, an increase of approximately one-third on the period before the agreement took effect, according to Peng.

He said GI cooperation acts as both a stabilizer and a catalyst for advancing pragmatic cooperation between China and the EU, particularly amid the current complex global environment.

Liu Qibao, president of the China-EU Association, said GIs serve as a "passport" for quality products, are a "golden name card" of civilizations, and a "bridge" for cooperation. He added that GI cooperation exemplifies the mutual benefits of the China-EU partnership.

Mutual recognition of GIs has accelerated bilateral trade cooperation by simplifying market entry, boosting exports, and strengthening bilateral trade.

During the China International Import Expo in Shanghai in November, Kuaijishan Shaoxing Rice Wine Company reached a deal with the French Champagne house, Cattier. Both Shaoxing rice wine and French Champagne are protected by the GI agreement.

Under the deal, each party will distribute 10 million yuan ($1.40 million) worth of the other's products through their respective domestic channels over the next three years.

"Our previous attempts mainly targeted overseas Chinese consumers familiar with our rice wine," said Fu Zukang, vice-president of Kuaijishan. "Now, through a local partner, we've placed our main product lines into mainstream retail channels such as Carrefour.

"The collaboration reflects growing business trust between Chinese and European producers," Fu said.

Previously, it was a lengthy and complex process for Chinese producers to obtain GI protection status in the EU, sometimes taking up to six years.

This process has been streamlined. Producer groups that have already obtained GI protection within China can apply directly to the EU for recognition. The GI agreement has established a direct pathway that grants automatic and immediate protection to listed Chinese products in the EU market.