Inaugural BOR Camp launches in South Korea
The intensive two-day June event blends education, tastings and storytelling to inspire a new generation of Hungarian wine ambassadors. Rebecca Lo reports.
Wines of Hungary enters its next chapter in South Korea with the first BOR Camp held from 23 to 24 June 2026 following more than two years of foundation building in the north Asian country.
In partnership with brand strategist Nimbility, the BOR—or wine in Hungarian—event was held at Mondrian Seoul Itaewon hotel. As the first of its kind, the two-day programme brought together a targeted number of influential sommeliers, buyers, educations and wine communicators. The event went beyond classroom learning to promote hands-on knowledge gained through tastings, storytelling and immersive sessions.
Participants discovered first-hand the diversity of Hungary’s varied wine regions, its indigenous grape varietals, and their distinctive styles. They were encouraged to explore how Hungarian wines can be integrated into South Korea’s hospitality and retail channels in sustainable and impactful ways.
“BOR Camp at its heart is about creating genuine advocates,” stated Sarah Soo-Kyung Henriet, head of Korea for Nimbility. “We want participants to connect emotionally with Hungarian wines—to understand them, believe in them, and ultimately share that passion with their network.”
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The start of a ‘long-term movement’
Each BOR Camp participant was granted official certification upon the event’s conclusion, joining a new wave of Hungarian wine ambassadors in South Korea. The official designation was backed by the ambassadors’ confidence and motivation to champion Hungarian wines, translating to enthusiastic action for restaurant lists, retail shelves, and insightful conversations with consumers.
The top candidates from BOR Camp were invited to continue their Wines of Hungary immersion through participation in the Hungary Wine Summit in September 2026 to be held in Budapest. The fall event will deepen connections between local market ambassadors and those on the global stage.
BOR Camp in South Korea promises to be the first of a scalable model for wine category building. By merging education, activation and ambassador development within a single intensive format, Wines of Hungary’s investment in the north Asia country is a market growth approach driven by genuinely enthusiastic people and on-going advocacy.
“We see this as the beginning of a long-term movement,” said Pál Rókusfalvy, Hungarian national wine marketing’s government commissioner. “By bringing together the right people and giving them both knowledge and inspiration, momentum is created—the kind that drives real listings, real visibility, and real consumer engagement.”
