Fresh from a successful series of events in Shanghai, the Wines of Hungary campaign continued its Asia Pacific winemaker tour with a strategic push into the dynamic South Korean market. The multi-day program in Seoul and Daejeon combined trade education, media engagement, and consumer-facing events to introduce the diversity and quality of Hungarian wines to key local influencers and trade professionals. The initiative recognized the unique characteristics of the Korean market, which is known for being trend-driven and highly receptive to new discoveries.
Following a highly successful launch in 2024, the Wines of Hungary campaign has returned to the Chinese market in 2025 with an expanded strategy designed to captivate a new generation of wine enthusiasts.
Jamie Goode is a well-known personality on both the British and the international wine scenes, contributing to many wine and beverage publications, presenting at wine conferences and judging in major international wine competitions. Author of books such as Wine Science and I Taste Red, Jamie is the face - and pen - behind the wineanorak.com website – a blog for those who like to geek out about wine. Note that in English, an “anorak” is not only a raincoat, but also someone who is very interested in the details of a subject and likes to talk about it to others – something which Jamie excels at.
Between 8–13 September, Budapest and Hungary’s wine regions hosted the BOR2025 Hungarian Wine Summit, the most comprehensive international showcase of Hungarian wine, welcoming more than 150 professional guests. Among the participants, over 100 international traders arrived to discover firsthand the diversity, values, and export potential of Hungarian wines.
The legendary sweet wines of the Tokaj wine region and the lively, distinctive dishes of Sichuan cuisine may seem worlds apart - yet when paired together, they create a unique harmony. This fusion was the focus of the Hungarian Wine Marketing Agency's latest event: how the natural sweetness of Tokaj wines complements the spicy world of Chinese cuisine.
For Chan Jun Park—Korean wine educator, author, and founder of the Institute for Wines from Eastern Europe—wine is far more than a beverage. It’s a cultural artifact, a vessel of memory, and a mirror of national identity. At BOR 2025, he arrives not just to taste Hungarian wines, but to understand them—and share their stories with South Korean audiences eager for depth, authenticity, and discovery.
Matthew Horkey has made a name for himself as a wine communicator, author, and YouTuber spotlighting lesser-known regions—and Hungary has been a personal highlight. Ahead of BOR 2025, he reflects on the country’s unique potential, the digital roadblocks that still hold some producers back, and how a grape like Kékfrankos could quietly take over U.S. shelves.
