Wines of Hungary ramps up consumer visibility to drive growth in China and South Korea

Entering its third year in mainland China and South Korea, Wines of Hungary shifts focus from market entry to consumer-facing activation – boosting awareness across on-trade, retail and e-commerce to build sustainable demand and strengthen its presence in the region. Rebecca Lo reports.

Wines of Hungary, in collaboration with market activation agency Nimbility, has announced plans to deepen market penetration in mainland China and South Korea during its third year in these markets.

After two years of laying the foundation through category introduction, importer engagement and support of Hungarian wineries’ market entry, the focus shifts in 2026 to increased consumer-facing visibility on-trade, off-trade and through e-commerce channels.

Part of the strategy to strengthen routes to market will be a Wines of Hungary pavilion at Vinexpo Hong Kong in May. The platform will provide Hungarian wineries with exposure to importers, distributors and trade professionals from across Asia to further accelerate their presence in key regional markets.

‘Authentic consumer pull’

“Creating sustainable growth requires more than listings; it requires demand,” said Nikolett Garai, head of international marketing at Hungarian Wine Marketing Agency Ltd.

“A strategy focused on building authentic consumer pull while continuing to support our trade partners is the right way to generate organic, long-term growth in these markets.” 

For mainland China, a dedicated education initiative will train 10 Wines of Hungary ambassadors. Some are slated to engage universities nationwide, introducing Hungarian wines through tastings, workshops and experimental learning. Others will host Hungarian wine tastings throughout the year to share their knowledge and passion for the vintages.

Gen Z at the forefront

“Gen Z is a key force in China,” noted Nimbility partner Nichole Mao. “They are highly open-minded and have a strong culture of hosting, sharing and recommending experiences within their networks.

“We believe this university programme can create a meaningful ripple effect, extending well beyond campus walls.”

On-trade initiatives include a by-the-glass promotional programme with leading Chinese restaurant groups to lower the barrier to trial while encouraging discovery. In conjunction, a specialised off-trade retail programme will enhance visibility and awareness through dedicated displays and in-store storytelling.

South Korea campaign

The South Korean campaign will be led by a pair of brand ambassadors working together across trade, retail and digital channels. They will host a Wines of Hungary Camp to train trade professionals, Hungarian wine sessions for WSET apps, and a dedicated trade tasting and educational masterclass event.

While one ambassador focuses on market execution for on and off-trade, the other will concentrate on producing digital short and long format educational content to drive sustainable online awareness. A large-scale Wines of Hungary Experience will take place off-trade along with a high-visibility event to highlight Tokaji Aszú, Hungary’s iconic wine, during the festive season.

“High-visibility activations are essential to create a long-lasting impression in the consumer mindset,” said Sarah Soo-Kyung Henriet with Nimbility. “They leave something that makes consumers want to return, explore further, and build a deeper connection with Hungarian wines.”

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