Hungarian Wine Campaign in China Reaches 2.5 Million Exposures as Exports Target Asian Growth

Hungary’s National Wine Marketing Board has renewed its campaign to promote Hungarian wines in China and South Korea, following a successful first year in both countries. The initiative, which began in 2024, is part of Hungary’s broader strategy to expand its wine exports into key Asian markets. China and South Korea were identified as priority destinations due to their size, growth potential, and increasing interest in international wines.

In 2024, the board organized a series of events in both countries. In South Korea, Hungary was featured as the Country of Honour at the Daejeon International Wine Expo. The board hosted events in Seoul and Daejeon aimed at importers, media representatives, trade professionals, and consumers. These included masterclasses, tastings, and educational sessions designed to introduce the diversity of Hungarian wines.

In China, the campaign included a roadshow that visited Shenzhen, Shanghai, and Beijing. Activities ranged from masterclasses and trade tastings to a gala event in Beijing. More than 200 guests attended these events. The board also launched a digital influencer campaign on Chinese social media platform RED, working with over 40 key opinion leaders and consumers from the lifestyle, food-and-beverage, and wine sectors. This digital effort generated nearly 2.5 million exposures.

The renewed campaign for 2025 aims to build on last year’s achievements. According to Pál Rókusfalvy, government commissioner for Hungary’s National Wine Marketing Board, the goal is to establish Hungary as a serious player in these high-growth markets and lay the groundwork for sustainable export success. The focus remains on professional education, premium brand-building, and long-term engagement with trade partners, media outlets, consumers, and educators.

Hungarian wines such as Tokaj and local reds already have some recognition in China. In South Korea, Tokaj serves as an entry point for Hungarian producers. The board is now working to deepen this awareness through targeted campaigns that highlight the compatibility of Hungarian wines with local cuisines—especially spicy Chinese dishes like those from Sichuan province and Korean food.

Digital activities have expanded in China to coincide with International Aszú Day. The board is collaborating with trade influencers and lifestyle content creators to increase Hungarian wine’s presence on social commerce platforms. A new Discover Hungary program has been launched with WSET-approved providers to offer focused tastings for wine students led by brand ambassador Nichole Mao. In Shanghai, a visit by Hungarian winemakers will bring together 15 wineries for tastings, market updates, and a volcanic wine masterclass.

In South Korea, a similar program will take place with another group of 15 wineries. Events will include a volcanic wine masterclass and a walkaround tasting. A new feature this year is the Hungarian Wine Summit Talk Show & Tasting in Seoul—a format inspired by the summit held earlier this year in Hungary. This event will use panel discussions and audiovisual content to create an immersive experience for Korean participants.

Timed with International Aszú Day on December 10th, a festive Tokaji campaign will be held at Sofitel Seoul. This pop-up activation aims to highlight Tokaj’s wines ahead of the Christmas season.

The recent campaign activities in South Korea included a multi-day program in Seoul and Daejeon that combined trade education, media engagement, and consumer events. The program started with a Korean Market Seminar hosted by Nimbility Asia to provide Hungarian wineries with insights into local trends. On October 22nd, Jeong Ah-young from the Seoul School of Wine led a masterclass on Hungary’s volcanic wines at Smith & Wollensky’s rooftop bar for 30 trade professionals.

Media outreach included interviews with major publications such as WineIN and an influencer lunch hosted by Mochi Meorang. On October 23rd at Sofitel Seoul, winery representatives Júlia Naszer (Tornai Winery) and Péter Vida (Vida Winery) joined Korean wine influencer Yanggang for a panel discussion followed by a trade tasting attended by 80 guests sampling wines from 20 Hungarian brands.

In Daejeon, Wines of Hungary participated in the International Wine Fair from October 24th to 26th with a dedicated tasting zone featuring 21 wineries. Local sommelier guidance was provided for Korean consumers. Educational masterclasses were led by Dr. Ágnes Csiba-Herczeg on Tokaj wines and co-hosted with Chan Jun Park on Kékfrankos.

Looking ahead, Wines of Hungary plans to maintain its presence in Korea with further promotions around International Aszú Day at Sofitel Seoul’s rooftop winter wine bar. These efforts are designed to boost visibility for Tokaji Aszú and introduce more Korean consumers to Hungary’s signature wine styles.

The ongoing campaign reflects Hungary’s commitment to building long-term relationships in Asia’s dynamic wine markets through education, cultural exchange, and targeted marketing efforts tailored to local tastes and trends.