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The start of UEFA Euro 2024 coincides with the JD618 Grand Promotion Summit on June 15. To mark the occasion, nine diplomats and trade, commerce and sports representatives from Austria, Belgium, Poland, Serbia, Slovakia, Spain, the Czech Republic and the United Kingdom gathered for a special JD film to celebrate and introduce Chinese football fans to their countries’ specialties.

European Delights for Football Fans

Nothing goes with a football match like European wines and beers. Richard Baker, China lead at Scottish Development International (SDI), invites Chinese fans to cheer on the matches with authentic Scottish whiskies or a refreshing Scottish gin – perfect for exciting match moments.

Martina Mihalova, Counsellor for Economics and Trade at the Slovak Embassy in Beijing, recommends the famous noble wine from Slovakia and the MATYSAK 100% grape juice, noting that their sweet notes go well with spicy Chinese dishes, such as Sichuan cuisine. Similarly, Veronika Břízová, political diplomat at the Embassy of the Czech Republic in BeijingAND Kiran Patel, Senior Director, China-Britain Business Council (CBBC)recommend appreciated beers and high-quality food products from their countries.

For those who enjoy late night gaming, Didier Denayer, Counsellor for Economic and Commercial Affairs of the Walloon Region at the Belgian Embassy in China, suggests enjoying the famous Belgian chocolates and fries. From Spain, David Picazo, President of the Spanish Chamber of Commerce in Beijing, recommends a selection of hams, cheeses and seafood as the perfect accompaniments to cheering on the Spanish team. Marcin Motyka, Business Development Manager at the Polish Investment and Trade Agencyoffers snacks such as crispy pretzels, tasty pierogi and gingerbread, providing an authentic Polish culinary experience.

Dr. Michael Berger, Commercial Counselor at the Austrian Embassy in Chinasuggests keeping energy levels high with Austrian Red Bull and high-calcium milk during late-night matches. Marko Zorić, former professional footballer from Serbia who played in the Chinese Super League, encourages Chinese fans to enjoy Serbian coffee, fruit juices, jams and other snacks while supporting their team.

JD.com: Connecting Cultures and Markets

More than 60 countries have opened nearly 140 national-themed flagship online stores on JD.com, known as “JD National Pavilions.” This initiative, supported by relevant embassies and authoritative organizations in China, offers an effective way to introduce Chinese consumers to international premium goods.

Further improving its sourcing capabilities, JD.com’s cross-border import platform, JD Worldwide, set up its first self-managed overseas warehouse in Paris in January this year. The move ensures direct delivery of the latest European fashion items to Chinese consumers.

For fans looking to experience the European Championships first-hand, JD Travel offers a selection of match tickets, match-watching tours, exclusive European trips and travel products. Lucky consumers can also win generous prizes on European tours.

As UEFA Euro 2024 unfolds alongside the JD618 Grand Promotion, JD.com stands at the intersection of sports and global trade, bringing the excitement of the championship and the allure of international flavors to Chinese consumers. This unique blend of events not only elevates the viewing experience, but also fosters deeper cultural bonds, showcasing the best of each country. Through its innovative platforms and dedicated services, JD.com continues to build bridges between nations, celebrating the spirit of global unity and shared passions.

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