Europe Essentials - French Cream, Pure Excellence

CNIEL

Food & Beverage Public relations & Public affairs Digital & Influence

The “2025 Rising Pastry Chef Showcase” delivered an interactive and highly engaging experience for 25 participants, including journalists, chefs, KOLs, and homebakers.

Two women adding final touches to french desert

The CNIEL aimed at raising awareness on the unique qualities and values of French cream in Asia, especially in South Korea.

They also wanted to differentiate themselves from competitors. A key challenge was to establish long-term relationships with opinion leaders through immersive and proactive communication, ensuring maximum visibility and reach. The initiative also sought to showcase France as a reference in pastry innovation and inspire participants to express their best in pastry-making.

The event

It began with a welcome cocktail and an introduction to the Europe Essentials campaign, followed by the presentation of the 2025 Rising Pastry Chef Korea winner, Cheffe Jiho KIL, in a talk-show format sharing her experience and creations.

A demonstration

Three final pastries inspired by Piña Colada were followed by a tasting session with open discussion and a mini workshop where participants experimented directly with French cream techniques under Jiho KIL’s guidance. The programme concluded with a message of congratulations from the competition’s judging chefs.

Participants

25 total (6 journalists, 12 chefs/chef KOLs, 7 homebaker KOLs)

Reach via @patissier_magazine

630 pastry lovers, foodies, home bakers, and experts connected

Engagement

117 comments on social media

Pastry chef talking in front of small crowd

The event combined live demonstrations, tastings, and hands-on workshops to maximize learning, media visibility, and engagement with French cream, creating an immersive and memorable experience that strengthened relationships with Korean pastry professionals and opinion leaders.