SINGAPORE, November 11, 2025 /PRNewswire/ — Co-financed by the European Union and the CNIEL, Europe Full of Character returns for one last and delicious year in Singapore with “Cheese eats!”, 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 the much-loved street food through the rich, creamy and complex world of French cheese. From hawker classics reimagined with a cheesy twist to sophisticated gastronomic interpretations, the campaign proudly connects French tradition with Singapore’s vibrant culinary creativity.
“It has been an honor to lead this campaign for the past three years. Seeing the local industry embrace French cheese with such enthusiasm has been incredibly rewarding.
Singapore is a vibrant and dynamic market with enormous potential for the future of authentic French dairy products. »
— Émilie Martin, Managing Director, CNIEL
A culinary crossroads: French cheese meets Singaporean soul
Over the past three years, A Europe full of character has trained future chefs from institutions like 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.
This year’s campaign highlights how these cheeses not only complement but enhance Singapore’s rich tapestry of flavors, blending effortlessly with bold spices, fresh herbs and vibrant textures typical of local dishes. The natural creaminess and nuanced depth of French cheese adds a luxurious layer that balances and enhances the complex flavor profiles loved by Singaporeans.
“French cheeses have everything it takes to enhance local dishes: they melt beautifully, balance strong spices and provide a natural creaminess. They are also deliciously simple and minimally processed,” explains François Robin, one of the best cheesemakers in France. “In Singapore, where food is a melting pot of cultures, French cheese adds a distinctive European elegance without dominating the soul of the dish.”
Industry Feedback: What Customers Are Saying
This year, moving the campaign to an interactive masterclass format brought new energy and inspiration:
- “The content was rich and inspiring. François Robin made everything accessible. Tasting the recipes and seeing the cheese board come together live was a real highlight.” — RE, category manager
- “A dynamic and well-organized event with lots of opportunities to connect. I left with concrete ideas and interesting new contacts in the industry.” — AM, sales director
- “I truly rediscovered French cheeses. The pairings were unexpected and absolutely delicious.” » said an influencer participating in our recent campaign.
Hero Recipe
Why it works:
The county’s rich, nutty character and melty texture perfectly complement the spicy and aromatic curry filling, a quintessential Singaporean snack. This fusion dish shows how French cheese can harmonize with local ingredients, balancing the sweet, tangy and pickled elements that define Singapore’s street vendor favorites. The elegant vol-au-vent shell elevates the humble curry puff into a refined, modern bite, symbolizing the harmonious blend of French sophistication and Singaporean street food culture.
Preparation time: 25 minutes
Cooking time: 20 minutes
Given : 12
FILLING
- 250g firm potatoes, diced
- 1 small red onion, chopped
- 1 clove of garlic, chopped
- 1 teaspoon grated ginger
- 2 tablespoons of ghee
- 1½ teaspoon curry powder
- ¼ teaspoon turmeric
- 60g Comté, grated
- Salt and pepper
TRIM
- 2 tablespoons toasted sesame seeds
- 50 g of quickly marinated vegetables
- 2 tablespoons sweet chili sauce
TO SERVE
- 12 ready-to-use vol-au-vents
- 20g Comté, shaved
- Cilantro for garnish
Instructions:
- Saute the onion in the ghee, then add the garlic, ginger and spices.
- Add the diced potatoes with a little water. Cover and steam for 10 minutes.
- Crush lightly and mix with the grated Comté.
- Toast the sesame seeds in a dry pan.
- Fry the vol-au-vent shells until crispy.
- Fill with the hot potato mixture. Garnish with marinated vegetables, chili sauce, sesame seeds, coriander and Comté shavings.
Campaign Highlights
- Commercial and media showcase: Peddler dishes reinvented with French cheese led by François Robin, one of the best French cheesemakers
- Culinary Workshops: Led by Chef Maryjoy Lym of JAG (1 Michelin star), exploring cheese board design and the fusion of local mocktails.
- Inspiration for cheese pairings: Thanks to social networks, recipes and tastings across the city
Follow us: @cheesycharacters_sg
About the CNIEL
CNIEL (National Interprofessional Center for Dairy Economy) champions French dairy worldwide, promoting sustainable practices and sharing French expertise through education and international outreach.
View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/europe-full-of-character-cheese-eat-up—a-flavourful-finale-to-the-french-cheese-campaign-in-singapore-302588886.html
SOURCE French Dairy Council, CNIEL
