Co-funded by the European Union andCNIEL, Europe Full of Characterreturns forafinal,deliciousyearinSingaporewith”CheeseEatUp!”, a celebration of French cow's milk cheeses and their unique ability to elevate and harmonize with local cuisine.
This third and final chapter of the campaign invites Singaporeans to rediscover beloved street food through the rich, creamy, and complex world of French cheese. From hawker classics reimagined withacheesytwisttosophisticatedgourmetinterpretations,thecampaignproudly bridges French tradition with Singapore's dynamic culinary creativity.
“It has been an honour to lead this campaign over the past three years. Watching the local industry embrace French cheese with such enthusiasm has been incredibly rewarding.Singapore is a vibrant, dynamic market with enormous potential for the future of authentic French dairy.”-ÉmilieMartin,Managing Director,CNIEL
A Culinary Crossroads: French Cheese Meets Singaporean Soul
Overthelastthreeyears,Europe FullofCharacterhastrainedfuture chefsfrominstitutionslike ITE, At-Sunrice, CIA, and SHATEC, while partnering with importers, chefs, and distributors to showcase the versatility of iconic French cow's milk cheeses such as Brie, Camembert, Mimolette, Comté, and Bleu d'Auvergne.
Thisyear'scampaignhighlightshowthesecheeses notonlycomplementbutelevateSingapore's rich tapestry of flavours, melding effortlessly with bold spices, fresh herbs, and vibrant textures typical of local dishes. French cheese's natural creaminess and nuanced depth add a luxurious layer that both balances and enhances the complex flavour profiles beloved by Singaporeans.
“Frenchcheeses haveeverythingittakestoenhancelocalfavourites:theymeltbeautifully, balance strong spices, and bring natural creaminess. They're also deliciously simple and minimally processed,” explains François Robin, one of France's best cheesemongers. “In Singapore, where food is a melting pot of cultures, French cheese adds a distinctive European elegance without overpowering the soul of the dish.”
Industry Feedback: What Guests Are Saying
Thecampaign'sshifttoaninteractivemasterclass formatthisyearbroughtfresh energyand inspiration:
— “The content was rich and inspiring. François Robin made everything feel approachable. Tasting the recipes and seeing the cheese platter come together live was a real highlight.” – R. E., Category Manager
— “A dynamic, well-organised event with lots of opportunities to connect. I left with concrete ideas and great new contacts in the industry.” – A. M., Sales Manager
— “I truly rediscovered French cheese. The pairings were unexpected and absolutely delicious.” said a participating influencer from our recent campaign.
Hero Recipe
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Why it works:Comté'srich,nuttycharacter andmelt-in-your-mouthtexture perfectlycomplementthespicy, aromatic curry filling, a quintessential Singaporean snack. This fusion dish showcases how French cheese can harmonize with local ingredients, balancing the sweet, tangy, and pickled elementsthatdefine Singapore'shawkerfavourites.Theelegantvol-au-ventshellelevatesthe humble curry puff into a refined, modern bite, symbolizing the seamless blend of French sophistication and Singaporean street food culture.
Prep Time: 25 mins CookTime: 20mins Makes: 12
FILLING
— 250g waxy potatoes, diced
— 1 small red onion, chopped
— 1 garlic clove, minced
— 1 tsp grated ginger
— 2 tbsp ghee
— 1½ tsp curry powder
— ¼ tsp turmeric
— 60g Comté, grated
— Salt & pepper
TOPPINGS
— 2 tbsp sesame seeds, toasted
— 50g quick-pickled vegetables
— 2 tbsp sweet chilli sauce
TO SERVE
— 12 ready-made vol-au-vent shells
— 20g Comté, shaved
— Coriander for garnish
Instructions:
— Sauté onion inghee, thenaddgarlic, ginger,andspices.
— Add diced potatoes with a splash of water. Cover and steam for 10 mins.
— Lightly mash and mix in grated Comté.
— Toast sesame seeds in a dry pan.
— Fry vol-au-ventshellsuntil crisp.
— Fill with warm potato mix. Top with pickledveg,chillisauce, sesameseeds,coriander, and shaved Comté.
Campaign Highlights
— Trade & Media Showcase: Featuring hawker-style dishes reimagined with French cheese led by François Robin, one of the Best French Cheesemongers
— Culinary Workshops: Led by Chef Maryjoy Lym from JAG (1 Michelin Star), exploring cheese board design and local mocktail fusion
— Cheese Pairing Inspiration: Through social media, recipes, and tastings across the city
Follow us: @cheesycharacters_sg
AboutCNIELCNIEL (Centre National Interprofessionnel de l'Économie Laitière) champions French dairy worldwide, promoting sustainable practices and sharing French expertise through education and international outreach.
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SOURCE The French Dairy Board, CNIEL
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