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The Netherlands’ Largest Herring Party Celebrates the Start of the 2026 Herring Season

 

English report：Lianne Baaij

Scheveningen, The Hague – June 19, 2026

On June 19, 2026, the official opening of the Dutch herring season was celebrated in grand style with the Netherlands’ largest Herring Party, held at the vibrant harbor of Scheveningen in The Hague. This iconic Dutch summer event not only marked the arrival of the highly anticipated Hollandse Nieuwe but also provided a unique platform for cultural exchange and business networking between the Netherlands, China, and the international business community.

Business leaders, representatives from the fishing industry, entrepreneurs, and international guests gathered to celebrate the new herring season while enjoying an event that seamlessly combined Dutch maritime traditions with modern business relations.

A Warm Welcome and Outstanding Hospitality

The event venue at Dr. Lelykade was transformed into a festive setting filled with music, hospitality, and culinary delights. Three exclusive VIP entrances, hosted by VNC, MIDO, and Wuliangye, welcomed guests in style. Upon arrival, visitors received official event wristbands from hosts and hostesses dressed in traditional Scheveningen costumes, setting the tone for an authentic and memorable experience.

The atmosphere was lively and relaxed. Fresh herring, delicious snacks, refreshing drinks, and live music created the perfect setting for networking, socializing, and celebrating the start of the new season. Guests from both the Dutch and Asian business communities enjoyed meaningful conversations while strengthening existing relationships and creating new opportunities.

Honouring the Event Partners

Against the backdrop of the Scheveningen harbor, guests were welcomed by Mr. Marc Godschalk, representative of The Hague, who officially opened the festivities with a welcoming speech.

One of the highlights of the event was the Partner Appreciation Ceremony. Representatives from the event’s key partners, including VNC, MIDO, Wuliangye, Business Netwerk Haaglanden, Belangenvereniging Scheveningen Haven, and the Pelagic Freezer Trawler Association, were invited on stage to participate in a traditional Dutch herring tasting ceremony.

As they sampled the season’s first fresh herring together, the audience celebrated not only a cherished Dutch tradition but also the strong partnerships and friendships that made the event possible. The ceremony symbolized the successful collaboration between international businesses and the Dutch maritime sector.

The Rich Heritage of Dutch Herring

Herring occupies a unique place in Dutch history and culture. As early as the 14th century, Dutch fishermen developed an innovative method of preserving herring by removing the intestines while retaining essential enzymes, significantly extending its shelf life. This breakthrough contributed greatly to the growth of Dutch maritime trade and played an important role during the Dutch Golden Age.

Today, herring remains one of the Netherlands’ most beloved culinary traditions and is often referred to as the country’s national fish. The Hollandse Nieuwe season runs from May through July, when the herring reaches its ideal fat content and flavour.

Traditionally, herring is eaten by holding it by the tail and lowering it into the mouth, often accompanied by finely chopped onions and pickles. The annual Herring Festival, known as Vlaggetjesdag, celebrates the arrival of the new catch and has evolved into a nationwide event that combines cultural heritage, community spirit, and festive celebrations.

A Unique Culinary Experience

At the heart of the event was an exceptional culinary experience featuring fresh herring, gourmet snacks, premium beverages, and signature cocktails.

The renowned Atlantic Seafood herring cart and Het Havenpaleis ensured the highest quality and freshness of the seafood served throughout the evening. Guests were also treated to specially crafted Bols Corenwyn cocktails, created by Cocktail Boutique, which perfectly complemented the fresh seafood offerings.

A particular highlight was the exclusive tasting area hosted by Wuliangye and MIDO. Here, guests discovered premium Chinese spirits and innovative cocktails featuring Wuliangye as a key ingredient. Hosts dressed in traditional attire elegantly served signature drinks from both brands, adding an extra touch of cultural sophistication.

This unique combination of Dutch herring traditions and Chinese baijiu culture created a memorable East-meets-West experience that was widely appreciated by attendees. The fusion of flavours, traditions, and hospitality became one of the defining features of the evening.

Tradition Meets International Business

The organizers expressed their gratitude to all partners, sponsors, and guests for their enthusiastic participation and support. They emphasized that the event not only celebrated the rich maritime heritage of the Netherlands but also demonstrated how traditional cultural events can serve as powerful platforms for international business connections.

The 2026 edition of the Netherlands’ Largest Herring Party proved to be a remarkable celebration of Dutch herring culture while successfully fostering new business relationships and strengthening international cooperation. The event left a lasting impression on all attendees and once again highlighted the enduring appeal of one of the Netherlands’ most cherished traditions.

 

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