Anyone who ever travels in or through Belgium knows that there is a chip shop in every self-respecting village or city neighbourhood. This summer, this chip shop culture was elevated to the status of a Belgian intangible cultural heritage. During the festivities in Brussels, HRH Prince Laurent of Belgium said that, like the members of his family, he is a big fan of a bag of fries with, of course, masses of mayonnaise. This is why he was very pleased to officially appoint the international Ambassador of the Belgian French fry industry. And so the well-known but still mysterious cartoon character, James Bint, was immediately launched into action in a promotion campaign by the Belgian promotional organisation Vlam in five countries in Southeast Asia.
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