On May 17, 2024, the China-EU Geographical Indications Roundtable Forum, co-hosted by the Mission of China to the EU, the European Commission, and organized by the Organizing Committee of GIPE, was successfully held in Brussels. The event was attended by Zhu Jing, Chargé d'Affaires ad interim and Minister of Chinese Mission to EU, Janusz Wojciechowski, EU Commissioner for Agriculture, and Pan Feng, Vice Chairman of CEATEC, who all delivered speeches. Around 70 representatives from various institutions, including the DG Agri, DG Trade, the European Union Intellectual Property Office, the World Intellectual Property Organization (WIPO), the International Geographical Indications Network (oriGIn), the China Chamber of Commerce to the EU (CCCEU), as well as relevant industry associations and enterprises from both China and the EU, attended the forum. Minister-Counsellor Peng Gang of the Mission of China to the EU chaired the roundtable.

Zhu Jing stated that President Xi Jinping's recent state visits to three European countries were highly successful, injecting significant momentum into the development of China-EU relations and opening a new chapter in their history. He emphasized that as two major forces promoting multipolarity in the world, two major markets supporting globalization, and two major civilizations advocating diversity, China and the EU have no reason not to cooperate more closely. He called for both sides to play a more positive and constructive role in jointly contributing to world peace, stability, development, and prosperity.

Wojciechowski highlighted his recent trip to China in April, leading a delegation of European businesses, which received positive feedback and results. He noted that this demonstrates the benefits of open communication between the EU and China, fostering cooperation. He remarked that the EU-China Geographical Indications Agreement is mutually beneficial, promoting agricultural trade between the two regions and positively impacting regional economic development, particularly in tourism and cultural heritage preservation. He added that the export of geographical indication products supports rural revitalization, employment in rural areas, and benefits farmers. Wojciechowski expressed the need for continued cooperation on legal and institutional fronts to enhance the protection and promotion of geographical indication brands, deepening EU-China collaboration in this area. He also commended the contributions of the China-Europe Economic and Technical Cooperation Association in the field of geographical indications and looked forward to further cooperation.

Pan Feng, Vice Chairman of CEATEC, stated that in the three years since the agreement came into effect, they have been committed to serving enterprises from both sides and implementing the outcomes of leaders' meetings. They have actively promoted geographical indication brands by organizing academic seminars and expert exchanges, hosting the China-EU Geographical Indications Roundtable Forum in Brussels for three consecutive years, and holding several promotion activities in Beijing. CEATEC successfully organized the EU-China Geographical Indications Agreement and product displays at the Hainan Consumer Expo and the China International Import Expo in Shanghai for two consecutive years. The Global Geographical Indications Products Expo will be held for the third times for September this year, with Spain as the guest of honor. Pan expressed hope that through sharing experiences, technology, and innovation, they can help make China-EU geographical indications a model for global protection and utilization, contributing to global intellectual property protection and regional economic development, and promoting an open world economy, trade, and cultural exchanges.

Representatives from international organizations, industry associations, and chambers of commerce attending the forum highly praised the significance of the EU-China Geographical Indications Agreement. Industry representatives from both China and the EU engaged in in-depth discussions on the legal status, brand protection, social value, consumer awareness, and sustainability of geographical indications. They provided suggestions on improving cooperation mechanisms, enhancing promotion efforts, and fostering the protection and trade of geographical indication products between China and the EU.

Participating companies from both sides presented their geographical indication products. Chinese companies such as Wuliangye, Jinhua Ham, and Ningxia Xige Winery spoke at the forum, expressing their commitment to continuously improving product quality and brand building. They actively participate in EU-China trade cooperation, offering high-quality geographical indication products to consumers in both regions, enriching markets and lives. They also called for continued close cooperation between governments of both sides to remove policy barriers and promote more mutually beneficial collaborations.