The Europe Full of Character: “Cheese Eat Up!” campaign highlights the richness and diversity of French cow’s milk cheeses in local favourites.
The third and final year of Europe Full of Character, the popular French cheese campaign in Singapore, has arrived with a delicious twist: “Cheese Eat Up!” This year, the campaign boldly showcases how everyday food and local favourites can be reimagined and elevated with the richness, versatility, and heritage of French cow’s milk cheeses.
At the heart of French gastronomy, cheese is more than just food – it’s a symbol of tradition, craft, and cultural pride. With over 3,000 varieties across different regions, French cheeses reflect centuries of know-how passed down through generations. From soft, buttery Bries to aged, nutty Comté and vibrant orange-hued Mimolette, these cheeses tell the story of terroir, craftsmanship, and passion. This campaign focuses on cow’s milk cheeses, which form the backbone of French cheesemaking and are celebrated worldwide for their diversity in texture and flavour.
“This campaign has been an exciting three-year journey of culinary connection between France and Singapore,” says Émilie Martin, Managing Director of CNIEL (the Centre National Interprofessionnel de l’Économie Laitière is a pillar of the French dairy industry that promotes excellence, innovation, and sustainability).
“We are proud to showcase how French cheese can find a home in everyday local dishes, thanks to the creativity of chefs, students, and food lovers here,” she says. She continues, “Over the past three years, we’ve brought together chefs, importers, distributors, students, and food lovers in a journey of culinary fusion, training the next generation of local chefs from institutions like ITE, At-Sunrice, and SHATEC, and educating key industry players on the incredible variety and possibilities of French cheese. This year marks the culmination of that journey, with a fresh and exciting spotlight on local food and hawker-inspired dishes. From chili crab toast topped with Mimolette to baked brie saté, this year’s events showcase how street-style eats can be redefined using classic French cheese.”
World-renowned cheesemonger François Robin, Meilleur Ouvrier de France, returns to lead this year’s experience. “French cheeses have all the qualities needed to be the perfect boost for texture and flavour in Singaporean classic dishes or snacks. Their creaminess is always a plus, they melt beautifully when heated, and they act as excellent aroma fixers, capturing the sharpness of Asian ingredients,” he says, adding that they’re also well-balanced and minimally processed. “And perhaps the most important of all: French cheeses are simply delicious!”
Throughout this campaign, the spotlight shines on the diversity of French cheese, from the luscious richness of Triple Crème, to the earthy elegance of Fourme d’Ambert, and the iconic soft bloom of Camembert. It also highlights how these traditional products can embrace Southeast Asia’s street food culture with creativity and flair.
This year, the trade and media tasting included local bites and drinks woven with French cheeses. There were also culinary school workshops led by Maryjoy Lim Sommelier from Jag Restaurant, where students from top Singaporean institutions explored the tradition behind French cheese, how to create modern cheese board, and remix local food using French cheese.
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The following recipe reinterprets one of Singapore’s most iconic dishes, chilli crab, with a French twist. Featuring French Mimolette, this recipe proves just how effortlessly cow’s milk cheese can be woven into a local creation, lending depth, creaminess, and character.
Recipe: CHILLI CRAB TOASTS
Crispy air-fried mantou buns topped with a spicy crab salad and finished with nutty Mimolette cheese.
Why the pairing works: Mimolette’s savoury-sweet notes echo the essence of chilli crab. Its deep orange hue and firm texture make a bold visual and flavour contrast to the crab and chilli tomato jam, with belachan adding umami depth.
Prep time: 15 minutes
Cook time: 15 minutes
Makes: 10 toasts
For the base:
5 mantou buns
For the chilli crab salad:
100g cooked white crab meat
1 tbsp mayonnaise
½ lime, juiced
½ tsp sriracha, adjust to taste
½ tsp belachan shrimp paste
Fine sea salt, to taste
For the sweet tomato-chilli jam:
2 tbsp sweet chilli sauce
1 tbsp tomato sauce
½ lime, juiced
100g cooked crab claws
To serve:
100g Mimolette cheese, shaved
A handful of coriander
2 spring onions, julienned
- Slice the buns in half, arrange them cut side up then fry for 15 minutes until crisp.
- In a large bowl, mix the crab meat with mayonnaise, lime juice, sriracha and shrimp paste.
- In a separate bowl, whisk together sweet chilli sauce, tomato sauce and lime juice before adding the crab claws and tossing them gently to coat.
- To assemble the toasts, arrange the buns on a serving platter.
- Top each one with a spoonful of chilli crab salad, topped with a dressed claw and finished with a piece of shaved mimolette.
- Garnish with spring onions and fresh coriander, and serve with extra lime wedges.