Following a successful inaugural campaign, Hungary’s National Wine Marketing Board returns to China and South Korea for round two.
in 2023, Hungary’s National Wine Marketing Strategy identified China and South Korea as priority export markets for the country’s wines. “Both remain among the largest and most dynamic wine markets in Asia, offering significant long-term opportunities for Hungarian producers,” says Pál Rókusfalvy, government commissioner for Hungary’s National Wine Marketing Board.
In 2024 the organisation embarked on a campaign in the two countries. In Korea, the board capitalised on Hungary’s role as Country of Honour at the Daejeon International Wine Expo, and hosted bespoke events in Seoul and Daejeon, focusing engagement on importers, media, trade and consumers.
In China, its efforts culminated in a three-city roadshow in Shenzhen, Shanghai and Beijing, including masterclasses, trade tastings with more than 200 guests, and a gala in Beijing. The organisation also ran a digital influencer campaign that brought together more than 40 key opinion leaders (KOLs) and key opinion consumers (KOCs) in the lifestyle, food-and-beverage and wine sectors. That content alone generated nearly 2.5 million exposures on Chinese social media platform RED.
Now, after the major successes of last year, the campaign returns in 2025. From its outset, the goal has been clear. “Ultimately, the opportunities are twofold: to establish Hungary as a serious and distinctive player in two high-growth Asian markets, and to lay the foundation for sustainable export success,” says Rókusfalvy. “That’s why we’ve chosen to return for a second year – to consolidate the momentum already achieved, showcase the full spectrum of Hungarian wines, and strengthen Hungary’s reputation as a premium wine-producing nation in the Asia-Pacific region.”
The project builds on a solid foundation. In China, Tokaj wines and Hungarian reds already enjoy recognition and appreciation, while in South Korea, Tokaj serves as a strong entry point. “Our goal now is to move beyond this initial awareness through targeted campaigns that emphasise professional education, premium brand-building and long-term engagement with trade, media, consumers and educators,” he says. Ongoing efforts are focused on food and discovery. “The spicy and flavourful character of Chinese (especially Sichuan) and Korean cuisines pairs beautifully with Hungarian wines.”
At the same time, consumers, particularly younger generations, in both China and South Korea are actively seeking new regions and unique styles, a fact that “plays directly to Hungary’s strengths”.
In China, the organisation has expanded digital activities to align with International Aszú Day, working with both trade KOLs and lifestyle KOCs to strengthen Hungarian wine’s footprint on key social commerce platforms.
A Discover Hungary programme has also been launched in partnership with selected WSET-approved programme providers, which allows wine students to experience focused tastings led by brand ambassador and Nimbility partner Nichole Mao. A Hungarian Winemaker Visit to Shanghai will also see 15 wineries meet importers and consumers through tastings, market update sessions and a volcanic wine masterclass.
In South Korea, a similar visit will take place, also with 15 wineries, featuring a volcanic wine masterclass, a walkaround tasting and something new – the Hungarian Wine Summit Talk Show & Tasting. The format is designed to recreate the spirit of the summit held in Hungary this year, using a panel of speakers, interactive discussion and rich audiovisual content to bring Hungary to Korea in an immersive way.
And, timed with International Aszú Day, a festive Tokaji campaign will take place at the Sofitel Seoul – a pop- up activation that will highlight Tokaj’s exceptional wines in the run-up to Christmas.
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