Photo: Róbert Hegedüs
Zoltán Pataki
31/03/2025 21:32
What have been the biggest successes of Hungarian wine marketing in Asia so far?
Asia is of great importance to us, with South Korea and China identified as key target markets in the National Wine Marketing Strategy. In every market, we consider continuous, active, and consumer demand-based marketing communication as essential, carried out through local agencies that are well-versed in the local conditions. This approach is also applied in Asia, where we are strengthening our positions with the help of Nimbility. In South Korea, we are considered pioneers, as the Hungarian Wine brand made its debut in this market for the first time through a comprehensive, five-month-long promotional campaign. One of the highlights of this campaign was Hungary’s special guest appearance at the Daejeon International Wine Fair. The campaign also included professional events, educational activities, digital campaign elements, masterclasses, pop-up tastings, business dinners, public presentations, and an extensive PR campaign. The goal of our activities was to build connections with the Korean wine trade sector and its rapidly growing wine-drinking audience. In China, we started with various gastronomic and tourism-related promotional activities and expo appearances. This year, we are continuing our activities with a wine roadshow, targeting influencers, buyers, and local sommeliers.
What has been the feedback so far?
Research and feedback surveys play a central role in our work, and we are currently analyzing the fresh results with optimism. According to data from the Hungarian Central Statistical Office (KSH) and Wine Intelligence for the first eleven months of 2024, Hungary’s exports to South Korea increased despite a decline in overall South Korean wine imports compared to 2023. Of course, we are still in the market-building phase, meaning there’s much room for growth, but the figures show a very positive trend. Exports of Hungarian wines to South Korea have increased by 88.6 per cent in volume and 79 per cent in value, with the average selling price per liter around nine euros!
There have been criticisms in the wine industry regarding the eastern opening, arguing that Hungary would not be able to produce enough wine for the massive Asian markets. What is the solution to this? What opportunities exist for premium products, where quantity is less of a concern?
South Korea and China are two of the most exciting and promising developing wine markets in Asia. It can generally be said that these markets are extremely open and curious about European culture, and there is growing interest in premium and unique wine experiences. Thus, Tokaj and Tokaji Aszú offer significant breakthrough opportunities in the luxury product market and high-end gastronomy segments. The Asian wine market is large, but competition is also fierce, with everyone wanting to be present. We cannot compete in price with wines from mass-producing countries, so we must focus on our higher-quality, unique, and special products. We still have huge potential for growth in the volume of these wines, and we have not yet reached the production limits. In South Korea, demand for more expensive red wines is rising, contrary to European trends. Consumers are becoming more knowledgeable and curious about wines, which creates opportunities for high-quality wine-producing countries like Hungary. The size of the Chinese market, combined with curiosity about premium and boutique wines, presents an exciting frontier for Hungarian wines. While the Korean market is smaller, it is highly sophisticated. Korean consumers are discerning and place great emphasis on quality and authenticity. We are building on these insights.
Beyond direct impact, what other indirect effects can wine marketing have on cultural relations or tourism?
It is almost astonishing how much interest Asians show in Hungarian culture, with a considerable general knowledge of our history and literature. This is one of the reasons we place great emphasis on cultural diplomacy. We have incorporated the Asian mentality into our wine marketing efforts by showcasing the uniqueness of Hungarian wines through a combination of education and experiential learning. Storytelling plays a central role in our approach – we want consumers to understand the rich history, diverse terroirs, and indigenous grape varieties that make Hungarian wines unique. We also rely on tourism opportunities and have organized specific promotions targeting Chinese luxury travelers who frequently visit Europe. In addition to our historical and cultural values, they are also receptive to innovative approaches, which is why we plan our Asian campaigns with a strong digital focus, incorporating 21st-century technological solutions.
"The Chinese-Hungarian friendship is like a good Tokaji wine: fragrant, sweet, rich, and lasting," said Xi Jinping, the Chinese president, during his visit to Hungary last year. What are your personal experiences? How well-known are Hungarian wines in Asia? And why is the Tokaji Aszú wine so popular?
Such a presidential statement has enormous significance in China and excellently illustrates the potential of our cooperation with them. I had the privilege of personally experiencing the genuine interest and extraordinary respect people in China have for Hungarian culture, including Hungarian wine. As you mentioned, Tokaji Aszú is indeed one of our major opportunities in the region because its flavor profile pairs wonderfully with Asian spicy cuisine. One of our successful promotions, which we are running with a prominent Michelin-starred restaurant chain, is based precisely on this. We place great emphasis on working closely with sommeliers and the most influential influencers in the region. We maintain good relations with Chinese Masters of Wine, and Hungarian wine is also included in the curriculum of the Dragon Phoenix Wine School. These partnerships are crucial because the wine market here is strongly trend-driven, and consumer choices are heavily influenced by expert opinions. In light of this, the presidential statement becomes even more striking.
Beyond wine exports, are there other examples of collaboration, such as in China, where wine is produced in Inner Mongolia with German assistance? What opportunities exist for exporting Hungarian technology and know-how?
As a government commissioner, I have been tasked with creating and implementing the National Wine Marketing Strategy to enhance the visibility, recognition, and value of Hungarian wine both domestically and internationally. Our goal is to establish Hungarian wine as a valuable and sought-after brand that represents unquestionable quality, drawing on a rich tradition while also embracing innovation.
The author is a foreign policy journalist