The article highlights the surge in the popularity of Iberian ham in China, with exports of cured hams and shoulders growing by over 35% in the first eleven months of 2022. To further boost the visibility and prestige of Iberian Ham in China, the Iberian Pig Interprofessional (ASICI), backed by the EU, has initiated the second year of the 'Iberian Hams from Spain, Ambassadors of Europe in the World' campaign. This initiative aims to enhance the international reach of the sector and cultivate an appreciation for Iberian Ham among Chinese consumers. The campaign includes global training, education, and information initiatives, targeting over 300 million consumers in countries like France, Germany, Mexico, and Spain, in addition to China. The article underscores the potential of the Iberian pig sector in China, with growing interest in premium imported products and the expansion of export authorizations for Spanish companies. The campaign will execute a series of activities in February to further engage media, distributors, importers, and leading chefs in China, aiming to deepen the understanding and appreciation of Iberian Ham.