Wines of Hungary targets Korean consumers for International Aszú Day
To round out a year of activations in South Korea, Wines of Hungary launched a tasting and influencer campaign in Seoul. The two initiatives had one clear aim: to broaden both the understanding and consumption occasions for Hungarian sweet wine in the country.
Wines of Hungary marked International Aszú Day on 10 December with an activation in Seoul hosted at the newly opened Pullman Ambassador Seoul Eastpole, the luxury hotel now rising over Gwangjin-gu.
In partnership with Nimbility, its long-standing Asia-based marketing agency, Wines of Hungary presented a programme designed to deepen trade understanding of Tokaji Aszú and create locally-relevant ways to enjoy Hungary’s sweet wine.
In 2023, Hungary’s National Wine Marketing Strategy identified China and South Korea as priority export markets for the country’s wines. In 2024 the organisation embarked on a campaign in the two countries.
After the major successes of last year, the campaign returned in 2025, and the organisation’s end of year activations in Korea culminated in a tasting and city-wide influencer campaign in Seoul.
Having successfully increased trade familiarity with Aszú in earlier programmes, the focus in 2025 moved beyond penetration toward real consumption. The aim was to showcase the versatility of Aszú and present it in context with Korean dining, drinking and social occasions.
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The event in December welcomed importers, sommeliers, media, and influencers, including partners already importing Aszú into Korea. The experience guided guests through multiple expressions of how Aszú can appear on a wine list or menu.
A dedicated mixology station showcased luxury cocktails featuring Aszú.
Sweet wines are often paired with desserts, and tend to be overlooked for wider pairing options. The event in Seoul was designed, therefore, to illustrate practical ways in which Aszú can be integrated into wine programmes, tasting flights, bar offerings, festive promotions and pairing menus.
Running in parallel, Wines of Hungary launched a targeted influencer discovery campaign across Seoul. A team of selected lifestyle and beverage influencers visited key accounts already listing Tokaji Aszú, tasting and documenting their experiences and highlighting where their followers could enjoy Aszú during the holiday season.
“These Aszú activations mark the culmination of the two-year program Nimbility has been running with Wines of Hungary.” said Sarah Soo Kyung Henriet, Nimbility’s head of Korea. “Building trade awareness of the category was our essential first step. Now, we are entering the next phase of our mission: engaging Korean consumers directly, getting liquid to lips and making Hungarian wine a natural and familiar choice for local drinkers.”
These combined efforts close out a productive year for Wines of Hungary in Korea.
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