A live broadcast promoting U.S. pork’s quality and flavor reached more than 300,000 online viewers of “Food Video,” an influential food media platform in China. Organized by USMEF and funded by the National Pork Board, the broadcast featured a professional chef preparing four different U.S. pork dishes at the Meatopia restaurant in Shanghai.
A short video from the broadcast can be seen here.
“The live broadcast is presented like a food lecture, with the goal being to communicate new ideas to consumers who go online to learn about food and cooking,” said Ming Liang USMEF marketing director in China. “The chef who led this particular broadcast shared his knowledge and experience cooking with U.S. pork, while participants asked questions and online viewers picked up information and tips.”
More than 40 people participated in the broadcast, which was conducted before COVID-19 became a major health concern in China and other Asian markets. including 10 food bloggers and social media influences. Ten food bloggers and social media influencers participated and online viewers made more than 12,000 comments on social media posts.