29 October 2024 / Borbála Kalmár
Chan Jun Park is a wine writer, consultant and CEO of the Daejeon International Wine Expo, the Asia Wine Trophy and Korean International Sommelier Association, which is also registered with the Association de la Sommellerie Internationale (ASI). He has been tasting Hungarian wines for many years, has visited Hungary several times in person and regularly reports on his experiences in his classes at a Korean university.
Joseph Park discovered Hungarian wines for the first time at ProWein, where he fell in love with Tokaji Aszú, an experience that opened his eyes to the specialties available here. As the CEO of the Daejeon Tourist Office and the Congress Center, he is happy to promote our country's rich historical and, of course, wine cultural traditions.
How does wine fit into everyday life in South Korea? How would you briefly describe Korean wine culture?
Chan Jun Park: The history of wine culture in Korea is short; wine has not yet become widespread. A limited number of people enjoy wine. However, more and more people are becoming interested in wine, especially the younger generation. As a result, wine culture is gradually spreading, and I believe the potential for wine in the Korean market is significant.
Joseph Park: In South Korea, wine is increasingly becoming a popular choice for social gatherings and meals, complementing the traditional drinking culture. While soju and beer are still widely consumed, wine is appreciated especially in urban settings, where it is often associated with sophistication and modern dining experiences. People enjoy wine in restaurants, at home and during special occasions, and there has been a growing trend of pairing wine with Korean cuisine. Additionally, younger generations in their 20s and 30s are drinking more wine and creating their own unique wine cultures. Korean wine culture is an interesting fusion of traditional and modern influences. It’s relatively young but evolving rapidly, with more and more people developing an appreciation for a variety of global wines. Consumers are adventurous, often exploring different styles and regions, and there’s a growing interest in wine education and tasting events. Korean wine drinkers value quality and are becoming increasingly knowledgeable about wine pairing, leading to more refined palates. While there are traditional wine drinkers, the rise of major retailers like E-Mart has greatly accelerated the distribution of wine, making large supermarkets and convenience stores the primary locations for wine purchases instead of dedicated wine shops.
What wine styles are essential when compiling a wine list in Korea?
Chan Jun Park: The most popular wines are those produced in France, Italy, Spain and Chile, and wines made from international grape varieties are preferred. We drink more red wine, but the consumption of white wine is increasing. It is noteworthy that Sauvignon Blanc from New Zealand has gained significant popularity last year and this year.
Joseph Park: When compiling a wine list in Korea, it’s essential to include a diverse range of styles that cater to varying tastes and pair well with Korean cuisine. Light, aromatic whites such as Sauvignon Blanc and Riesling work well, as do versatile reds like Pinot Noir and Merlot. Besides pairing well with Korean cuisine, wines should reflect consumer trends towards adventurous and premium experiences, including selections from emerging regions or with interesting characteristics like natural or biodynamic wines. Considering the cultural importance of gifting in Korea, the inclusion of well-regarded global wines such as Bordeaux, Burgundy or high-end New World options with attractive packaging can appeal to those purchasing wines for special occasions. Additionally, acknowledging the growing focus on health and lifestyle, the list can benefit from featuring organic or low-sulphur wines, as well as lower alcohol options like Prosecco or semi-sparkling Moscato. Furthermore, with the rise of cultural events and fusion dining experiences, a variety of versatile and adaptable wines will support these culinary trends and enhance the dining experience.
How do you think Hungarian wines could fit into the above? What is the most appealing aspect of Hungarian wines for the Korean market?
Chan Jun Park: I think that noble sweet wines from Tokaj, dry Furmint wines and red wines from Villány have the best chance in the Korean market. In particular, dry Furmint goes very well with the worldwide famous Korean barbecue. Most wine drinkers in Korea don’t know this fantastic pairing yet. So, it would be good to promote this pairing. I also think that it is important to underline the fact that Tokaji Aszú is the most attractive among noble sweet wines due to its unique winemaking method.
Joseph Park: With their unique characteristics and rich history, Hungarian wines offer a refreshing addition to the Korean wine scene. Hungarian whites, such as Furmint and Tokaji, are excellent for pairing with the nuanced flavours of Korean cuisine thanks to their acidity and complexity. The full-bodied profiles and earthy tones of Hungarian reds can also complement heartier dishes. The most appealing aspect for the Korean market is the combination of quality and distinctiveness, offering Korean consumers a chance to explore lesser known yet versatile wines.
Hungarian wines will have a special showcase at the Daejeon International Wine Expo. What kind of visitors are expected at this wine fair? Who is the primary target audience of the expo, and what visitor numbers are anticipated?
Chan Jun Park: Last year, 250,000 visitors attended the Daejeon International Wine Expo. However, most of them enjoyed only outside events. Only 30,400 people entered the exhibition hall, around 10% of which were professionals. We expect a 10-15% increase in visitors this year. Incidentally, no wine trade fair is only for professionals; every wine fair is open to the public.
Joseph Park: The Daejeon International Wine Expo attracts a diverse audience, including wine professionals, enthusiasts and industry newcomers. The primary target audience consists of importers, distributors, sommeliers and consumers looking to expand their wine knowledge and palates. We anticipate around 30,000 visitors, who will have the opportunity to explore a wide range of wines, including the Hungarian showcase, which is expected to attract interest due to its unique offerings. The exhibition will mainly attract consumers, which will encourage Korean wine importers to promote their wines. By leveraging this opportunity, we can organise on-site business matching sessions between foreign wineries and importers, bringing them together in one location.
What Hungarian-related ancillary programmes will there be?
Chan Jun Park: Wines of Hungary will organise three pop-up tastings at the Wines of Hungary booth. We are organising the ‘Hungarian Wine Sommelier Contest’ in cooperation with the Korean International Sommelier Association, a member of the ASI, on the last day of the Daejeon International Wine Expo. This contest is supported by Wines of Hungary. During the days of the Asia Wine Trophy (27-30 Oct), the largest wine competition in Asia, Dr Ágnes Csiba-Herczeg DipWSET, Hungarian wine consultant and wine expert, will hold two masterclasses as programmes of the International Wine Conference. In addition, the institute for Wines from Eastern Europe will organise a Talk Show about the paring of Hungarian wine and Korean food. Dr Ágnes Csiba-Herczeg and two Korean specialists are invited to the Talk Show as guests.
Joseph Park: The Hungarian wine showcase will be accompanied by cultural programmes that highlight Hungary’s rich heritage. Visitors can look forward to traditional music performances, including works by Liszt, as well as experiences in Hungarian gastronomy such as goulash-making sessions. Additionally, there will be presentations on Hungarian wine regions and varieties, complete with tasting experiences. All programmes will take place outside the exhibition hall and are designed to attract the public.
Chan Jun Park
Which programme are you most looking forward to and why?
Chan Jun Park: I am most looking forward to the Hungarian Wine Sommelier Contest. Because it’s the first time such an event has been held. I am very curious to see if sommeliers will do well on the written exam about Hungarian wines and whether they will perform well in the blind tasting.
Joseph Park: I am particularly looking forward to the Hungarian gastronomy experience. It presents a unique opportunity to explore how Hungarian culinary traditions can pair beautifully with their wines. The experience provides a deeper understanding of the cultural context of Hungarian wines, enhancing appreciation among Korean wine lovers.
Do you have any personal experiences connected to Hungarian wines?
Chan Jun Park: With the help of my Hungarian colleague Dr József Kosárka, I first visited Hungary's important wine regions like Tokaj, Eger and Balaton in 2018, which sparked my interest in Hungarian wines. I joined the online tasting of 2019 dry Tokaji and 2013 Aszú presented by Tokay Renaissance Winery Association in 2020. I visited Tokaj again this year. I also attended two masterclasses on Hungarian wines in Berlin, when they were organised by the Berliner Wine Trophy, and I have visited Hungarian booths at ProWein to gain experience. Based on this experience, I include Hungarian wine when giving lectures on Eastern European wine at a sommelier course at the Kyunghee University.
Joseph Park: Yes, I have fond memories of exploring Hungarian wines during a trade show called ‘Prowein’ in Düsseldorf, Germany, where I was introduced to the famed Tokaji. Its history and complexity fascinated me and opened my eyes to the diverse wine offerings that Hungary has. This experience has driven my interest in promoting Hungarian wines within Korea, as I see great potential for their appreciation here.
