The Government of the Generalitat launches the campaign ‘Catalonia, the best cuisine in the world’ with all the actors in gastronomy

Guillem Roset / Jordi Bataller/Barcelona - The Government presented this Monday the campaign ‘Catalonia, the best cuisine in the world’, which for the first time brings together in the same project all the actors that make Catalan cuisine possible, such as chefs, head chefs, sommeliers, producers, farmers, fishermen, winegrowers and restaurateurs. The initiative focuses on food and wine as a gateway to Catalan culture, territory and identity. In an event at the Palau de la Música Catalana, with a hundred Michelin-starred and traditional-style chefs, the campaign was launched, proclaiming that Catalonia “has the best cuisine in the world” and is experiencing “the best moment”.

The campaign promoted by the departments of Business and Employment and Agriculture, Livestock, Fisheries and Food, through the Catalan Tourist Board, is already underway and presents an iconic image with all the actors of Catalan cuisine. With a large shared table, the essence of the message is symbolized: a gastronomy that is built collectively, rooted in the territory and open to the world.

‘Catalonia, the best cuisine in the world’ wants to be an invitation to everyone to enjoy the cuisine. It aims to show the complete journey that goes from the product to the plate to benefit all the people involved. For this reason, the promotional video of the campaign begins in the fields, in the mullet farms, in the vineyards and in the kitchens, where you can see how the local product is worked with. Then the dishes are prepared and served at a table where, together, they celebrate the strength of Catalan cuisine.

This campaign brings together 140 real protagonists from the Catalan gastronomic and agri-food world and was filmed in seven locations representative of the tourist brands of Catalonia: Barcelona, Costa Brava (Peratallada and l’Escala), Costa Daurada (Valls), Terres de l’Ebre, Ponent (Lleida), Pyrenees (Vall de Boí) and in the Penedès.

In addition to the 140 protagonists, the spot connects emotionally with the public with a soundtrack. Specifically, the popular song ‘Nyam nyam, bon profit’ has been adapted.

As explained, the audiovisual campaign can be seen throughout the country, in the rest of the State and in France, Germany, the United Kingdom and the United States. It is expected to generate 250 million impacts. This action is part of the set of initiatives promoted within the framework of the distinction ‘Catalonia, World Region of Gastronomy 2025’.

Before the start of this event, the prestigious photographer Jordi Bernadó captured a panoramic snapshot of the Palau de la Música with renowned chefs and industry agents distributed throughout different areas of the modernist hall. This photograph will be made public on July 14.

“The Palace of Cuisine”

During the presentation of the campaign at the Palau de la Música, the President of the Generalitat, Salvador Illa, celebrated that the Palau de la Música had become the “Palau de la Cuina” for a day with the “largest” concentration of gastronomic talent. The Head of Government said that the campaign vindicates the values of Catalonia such as generating opportunities, being modern and socially just. At a time of war conflicts around the world, Illa said that Catalonia must position itself as a “positive” and “hopeful” reference. He also analyzed that the country is in a “good” economic moment and that it has the challenge of “improving wages”, “generating more opportunities” and “less inequalities”. He also called for continuing to be a welcoming land and gave as an example the shared table that is the protagonist of the campaign.

For her part, the director of the Catalan Tourist Board, Arantxa Calvera, explained that the campaign wants to reach Catalans in particular and convey “pride” for the cuisine that is made in Catalonia. In addition, on this occasion, they wanted to have people who work in the sector to claim the “day-to-day” work and not raise the initiative with actors.

During the event, renowned chefs such as Ferran Adrià also took the floor, who assured that Catalonia has “empowered the world”. Chef Joan Roca recalled that there is a lot of “talent” in the kitchens of Catalonia and celebrated that they are experiencing the “best moment”. “It is not good that we are talked about so much. We need to talk more about the young people who work in the country's kitchens today”, Roca argued.

Finally, Javier Torres celebrated the fact that Catalan cuisine in 2025 will have “a good balance” between tradition and avant-garde. “We have to believe that we are good and that we have the best product in the world”, he concluded.