The initiative includes a roadshow and masterclass to boost awareness and availability of Hungarian wines in the Chinese market

The Hungarian Wine Marketing Agency, established in 2023, is launching its first campaign in Mainland China to promote Hungarian wines. The campaign begins with a roadshow in Shenzhen at The Park Hyatt on March 10. The event will feature a Masterclass on Hungarian wines led by Chinese Master of Wine, Fongyee Walker. This marks the first time the agency organizes such an event in China, showcasing eight top Hungarian wines. This initiative is a significant step for Wines of Hungary in the region.

Pál Rókusfalvy, Government Commissioner for National Wine Marketing in Hungary, expressed excitement about Walker's involvement, highlighting her expertise in both wine and the Chinese market. Following the Masterclass, there will be a tasting session featuring 20 additional wines. The event aims to highlight the diversity of Hungarian wines to importers, distributors, retailers, sommeliers, media, and influencers. The goal is to increase awareness and availability of Hungarian wines in China.

After Shenzhen, the roadshow will continue in Shanghai on March 12 at The Middle House hotel in Jing’an. The final event will be a Gala in Beijing on March 13 at Bon Boeuf Restaurant, introduced by Rókusfalvy in collaboration with the Hungarian Embassy in Beijing. Before the Gala, there will be an official visit to the House of Hungarian Wines in Shijingshan District.

In addition to the roadshow, Chengdu is planning a high-level meeting with the Government Commissioner in March. This meeting aims to strengthen cooperation agreements for promoting Tokaj wines alongside Sichuan cuisine. Between December 2024 and January 2025, two Chengdu-based restaurants, including the Michelin-starred Chaimen Hui, will promote pairing Sichuan dishes with Tokaj wines. This initiative aims to showcase Hungarian wine culture and the Wines of Hungary brand. Chengdu has shown interest in continuing this campaign, as the initial project demonstrated the effectiveness of pairing Tokaj wines with Sichuan cuisine for international promotion.