Wines of Hungary Forges New Links in South Korea, Building Momentum in Key Asian Market

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.

The program was specifically designed to leverage the power of Key Opinion Leaders (KOLs) and the media to tell the authentic stories behind Hungary’s indigenous varieties. "The Korean market moves quickly and values authenticity," said Nikolett Garai, Head of International Marketing at Wines of Hungary. "Our goal was to bring the winemakers directly into the heart of the conversation, connecting them with the sommeliers, importers, and influencers who shape consumer preferences here. The enthusiasm for crisp dry Furmint, Hárslevelű, and light, fruity Kékfrankos was particularly encouraging."​

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A Multi-Faceted Engagement in Seoul​​

The Seoul program featured a series of high-impact events designed to engage different segments of the market:

• ​​Market Insight:​​ The visit began with a Korean Market Seminar hosted by Nimbility Asia, providing participating Hungarian wineries with crucial insights into local consumer trends and behaviors.
• ​​Trade Masterclass:​​ On October 22, Jeong Ah-young, Director of the Seoul School of Wine, led a masterclass on Hungary’s volcanic wines for an audience of 30 trade professionals. The session, held at the rooftop bar of Smith & Wollensky, sparked significant interest in Hungary’s dry white varieties.
• ​​Influencer & Media Outreach:​​ Recognizing the influence of KOLs, the campaign organized media interviews with major publications like WineIN and an influencer lunch hosted by key promoter Mochi Meorang, connecting winemakers directly with leading food and lifestyle influencers.
• ​​Panel Discussion & Trade Tasting:​​ A highlight of the tour was a panel discussion on October 23rd at the Sofitel Seoul, featuring winery representatives Júlia Naszer (Tornai Winery) and Péter Vida (Vida Winery) alongside one of Korea's biggest wine influencers, Yanggang. The discussion, enriched by footage from Yanggang's visit to the BOR 2025 Hungarian Wine Summit, was followed by a well-attended trade tasting where 80 guests sampled wines from the 20 Hungarian brands.

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Expanding Reach to Daejeon

​​Following the intensive schedule in Seoul, the campaign expanded its reach to the city of Daejeon:

• ​​International Wine Fair:​​ Wines of Hungary participated in the Daejeon International Wine Fair between October 24 and 26 with a dedicated tasting zone showcasing 21 wineries, managed by a local sommelier to guide consumers in Korean.
• ​​Educational Masterclasses:​​ Dr. Ágnes Csiba-Herczeg presented a masterclass on the many faces of Tokaj at the International Wine Conference. She also co-hosted a session on Kékfrankos with Chan Jun Park, Director of the Eastern and Central European Wine Institute, deepening the educational footprint. Both programs received excellent feedback.

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Looking Ahead: International Aszú Day​​

The campaign will maintain its momentum in Korea with a promotion for ​​International Aszú Day on 10 December​​. In partnership with Sofitel, a pop-up rooftop winter wine bar will be launched, serving Tokaji Aszú to boost visibility and introduce consumers to Hungary’s most legendary wine style.

Photos: Hungarian Wine Marketing Agency