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Q&A: how Wines of Hungary will drive growth in Asia

11 November 2024 By Eloise Feilden

Pál Rókusfalvy, government commissioner for Hungary’s National Wine Marketing Board, explains the strategy behind the country’s latest campaigns to drive growth in two of Asia’s key markets.

What do Korea and China offer as wine markets?

“Korea and China are two of the most exciting and promising wine markets in Asia. Both show a rising interest in premium and unique wine experiences, driven by expanding middle classes and evolving consumer tastes.

“Consumers are becoming more knowledgeable and curious about wine, creating opportunities for high-quality wine producing countries like Hungary to shine.

“The scale of China’s market, paired with its curiosity for premium and boutique wines, presents an exciting frontier for Hungarian wines.

“In Korea, while the market is smaller, it is highly sophisticated. Korean consumers are discerning, and they place a high value on quality as well as authenticity.”

How does Wines of Hungary intend to engage local consumers?

“Storytelling is central to our approach — we want consumers to understand the rich history, diverse terroirs, and indigenous grape varieties that set Hungarian wines apart. Our primary goal is to introduce the uniqueness of Hungarian wines through a combination of education and experience. In both markets, we are organising masterclasses, tastings, and exclusive events in multiple cities like Seoul and Daejeon in Korea, as well as Beijing, Shanghai, and Shenzhen in China. Engaging directly with sommeliers, wine educators, and influential figures in these markets helps us create brand ambassadors who can share the story of Hungarian wines in an authentic and compelling way.

“It is particularly exciting that Hungary has been chosen as the guest country at the forthcoming Daejeon International Wine Expo, signalling a growing interest in Hungarian wines in the region.”

What makes these markets unique?

“Korea and China have distinct market dynamics. The approach to each market is tailored based on the local wine culture and consumer preferences. In Korea, the focus is on building strong relationships with sommeliers and key influencers, as the wine market is highly trend-driven and consumers are influenced by expert opinions.

“In China, the strategy is more focused on education and building relationships with importers and distributors due to the sheer size and complexity of the market. Chinese consumers are increasingly looking for high-quality wines with strong stories behind them, and Hungarian wines, with their centuries of history, fit that profile well.

Are there plans to extend the campaign into other markets?

“Our long-term vision includes extending the Wines of Hungary campaign into other markets within the APAC region and beyond. We are particularly interested in markets like Japan, which has a growing appreciation for niche and premium wines. This market has an openness to exploring exclusive wine regions, which presents a great opportunity for Hungary.”

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