Tradition, Identity, Terroir: A Korean Perspective on Hungarian Wine

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.

Hungarian Wine Marketing Agency: As founder of the Institute for Wines from Eastern Europe, how do you see, what qualities of Hungarian wines—be it terroir, tradition, or grape identity—resonate most with South Korean audiences?

Chan Jun Park: Hungarian wines resonate strongly in South Korea because of their deep-rooted traditions that blend history, craftsmanship, and cultural identity. The centuries-old heritage of regions like Tokaj reflects not only unique terroir but also a dedication to preserving methods passed down through generations. This sense of authenticity and continuity appeals to Korean consumers, who value both cultural depth and storytelling in their wine experience.

HWMA: Your wine education blends humanities and narrative. At BOR 2025, how will you convey Hungarian wine culture not just as beverages, but as expressions of heritage and identity?

C. J.P.: At BOR 2025, I will understand Hungarian wines as cultural texts that tell stories of heritage, tradition, and identity. Rather than focusing only on taste, I will connect them to history, literature, and human experiences, showing how each glass embodies centuries of memory. This approach allows audiences to see wine not merely as a beverage, but as a living expression of Hungarian culture.

HWMA: South Korea’s wine scene is rapidly evolving—are there recent consumer trends or preferences that Hungarian producers should be aware of to appeal to the Asian market?

C. J.P.: In South Korea, white wines have been gaining strong momentum, especially among younger and health-conscious consumers who enjoy fresh, elegant styles. At the same time, there is a noticeable rise in interest toward non-alcoholic wines, reflecting broader lifestyle shifts. Hungarian producers who highlight their crisp whites and explore quality alcohol-free options will find strong resonance in the Korean market.

HWMA: Hungarian wines like Furmint and Tokaji Aszú pair beautifully with local cuisines. In your work with gastronomy, which pairings involving Hungarian wines do you feel would surprise or delight Korean wine lovers?

C. J.P.: I believe Korean wine lovers would be pleasantly surprised by how well Furmint pairs with Korean barbecue, as its crisp acidity and minerality cut beautifully through the richness of the meat. Tokaji Aszú, on the other hand, harmonizes wonderfully with jangjorim or traditional Korean sweets that carry a gentle sweetness, creating layers of balance and delight. These pairings highlight how Hungarian wines can both complement and elevate beloved elements of Korean cuisine.

HWMA: As a wine influencer, educator, and judge, what do you see as the most important outcome for Hungarian wineries from their presence at BOR 2025?

C. J.P.: The most important outcome for Hungarian wineries at BOR 2025 will be building strong visibility and recognition in the export market. Beyond immediate sales, it is about establishing long-term connections with importers, sommeliers, and consumers who are eager to discover authentic stories behind the wines. By presenting both tradition and innovation, Hungarian producers can position themselves as distinctive voices in Korea’s rapidly growing wine culture.