Wanting to boost its presence in the Chinese market, German premium cookware brand Fissler held a promotional event in Beijing on Sunday.

At the event, the company's crockery, cookware and other kitchen products were used to create intricate and artistic designs and displays for visitors to enjoy.

Alexander Selch, CEO of Fissler, said that cooking is one of the most common forms of expression for people in their daily lives and can take on similar artistry to that of music or painting.

The event was held outside Yansha Youyi Shopping City where Fissler's Beijing flagship store is located.

Models posed in kitchenware-themed outfits, musicians and dancers performed as cooking demonstrations were held for visitors. Displays of discounted products also proved popular with many sales racking up for the German company at the event.

At the event, Selch said the company aims to create a greater connection with its Chinese customers.

"We want to build a brand which you can really feel and touch. And at such events, we can communicate directly with our customers."

Founded in 1845, Fissler entered the Chinese market in 2004. The company's high-end cookware is now available in over 200 stores in some 40 Chinese cities.

Selch said that the difference in quality is noticeable between Fissler's products compared to others.

"Do you call a Mercedes-Benz car expensive or valuable? It's the same with cars or expensive watches with German quality," he said.

Fissler has tailored its range of products for the Chinese market to include popular items such as woks, which are not so commonly used in Germany.

Selch said that the Chinese market with its growing middle class is very important to the company.

Like other manufacturers and companies seeking a foothold in the Chinese market, Fissler is planning to localize its R&D and production, Selch said.