The Hungarian Wine Marketing Agency, established in 2023, is set to launch its inaugural campaign in Mainland China to promote Hungarian wines, starting with a roadshow in Shenzhen. The event will take place at The Park Hyatt on March 10 and will feature a Masterclass on Hungarian wines led by renowned Chinese Master of Wine, Fongyee Walker. This marks the agency’s first such initiative in China, offering a selection of eight premium Hungarian wines.
Pál Rókusfalvy, Hungary’s Government Commissioner for National Wine Marketing, expressed enthusiasm about Walker’s participation, noting her deep knowledge of both the wine industry and the Chinese market. The event will also include a tasting session, presenting 20 additional Hungarian wines. The goal is to increase awareness and availability of these wines among Chinese importers, distributors, retailers, sommeliers, media, and influencers.
Following the Shenzhen roadshow, the campaign will continue with events in Shanghai on March 12 at The Middle House hotel in Jing’an and a Gala in Beijing on March 13 at Bon Boeuf Restaurant. The Gala will be introduced by Rókusfalvy in partnership with the Hungarian Embassy in Beijing. Prior to the Gala, an official visit will take place at the House of Hungarian Wines in Shijingshan District.
Beyond the roadshow, the Hungarian delegation will also visit Chengdu for a high-level meeting in March. This meeting will focus on strengthening cooperative agreements to promote Tokaj wines alongside Sichuan cuisine. Between December 2024 and January 2025, two restaurants in Chengdu, including the Michelin-starred Chaimen Hui, will feature special pairings of Tokaj wines with Sichuan dishes. This initiative aims to further promote Hungarian wine culture and the Wines of Hungary brand. Chengdu has expressed strong interest in continuing the campaign, following positive results from previous wine pairings with Sichuan cuisine that proved successful in boosting international visibility for Tokaj wines.
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