The Hungarian Wine Marketing Agency, established in 2023, has embarked on a groundbreaking campaign to enhance the visibility of Hungarian wines in China.
The initiative aims to introduce Chinese consumers to the uniqueness and diversity of Hungarian wines, starting with an exclusive event in Shenzhen. This marks the agency’s first large-scale promotional effort in the Chinese market, underscoring Hungary’s commitment to strengthening its wine exports.
Shenzhen: The Inaugural Event
The campaign kicks off on March 10 at the prestigious Park Hyatt Shenzhen. The highlight of the event is a masterclass led by Fongyee Walker, Master of Wine China, an esteemed figure known for her expertise in the Chinese wine market. Walker’s participation is a significant endorsement, as she brings both deep knowledge and the ability to communicate Hungarian wine’s distinctive qualities to a Chinese audience.
The masterclass will introduce eight carefully selected Hungarian wines, reflecting the country's diverse wine heritage. Following this, attendees will have the opportunity to experience a broader tasting session featuring 20 additional wines. The event will host importers, distributors, retailers, sommeliers, media representatives, and influencers, ensuring maximum exposure and engagement with key players in China’s wine industry.
Expanding to Shanghai and Beijing
After Shenzhen, the campaign moves to Shanghai on March 12, where The Middle House hotel in Jing'an will host similar events, continuing the momentum of Hungarian wine promotion. On March 13, Beijing will host a gala dinner at Bon Boeuf restaurant, a collaboration between Government Commissioner for National Wine Marketing, Pál Rókusfalvy, and the Hungarian Embassy. This grand event aims to solidify Hungarian wines' presence among influential stakeholders in China’s capital.
Prior to the gala, an official delegation will visit the House of Hungarian Wines in Moshikou, Shijingshan District, showcasing Hungary’s long-term commitment to the Chinese market. This visit signifies an important step in further integrating Hungarian wines into China’s growing appreciation for international wine culture.
Chengdu: Strengthening Cooperation Through Tokaj Wines
Beyond these promotional events, the Hungarian Wine Marketing Agency has also initiated high-level discussions in Chengdu, a city with a strong culinary identity. In March, Rókusfalvy will engage in meetings to reinforce partnerships and explore further opportunities for cooperation.
One of the key elements of this collaboration is the pairing of Hungary’s world-renowned botrytized Tokaj wines with Sichuan cuisine. A successful pilot project between December 10, 2024, and January 28, 2025, saw two Chaimenhui chain restaurants, including the Michelin-starred Chaimen Hui, showcasing the harmonious pairing of Tokaj wines with the bold flavors of Sichuan dishes. The positive reception has led to discussions on expanding the project, further positioning Tokaj as a premium choice for food and wine pairings in China.
A Strategic Move for Hungarian Wines
The Hungarian Wine Marketing Agency’s strategic foray into China represents a significant step in elevating Hungary’s global wine reputation. With a well-planned approach, leveraging key industry figures like Fongyee Walker and engaging influential stakeholders in major Chinese cities, Hungary is making a strong case for its wines in one of the world’s fastest-growing wine markets.
As this campaign unfolds, it is expected to foster deeper cultural and commercial ties, ensuring that Hungarian wines find a lasting place on China’s dining tables and in its wine cellars.
Source: Vinetur