Following a highly successful launch in 2024, the Wines of Hungary campaign has returned to the Chinese market in 2025 with an expanded strategy designed to captivate a new generation of wine enthusiasts. Capitalizing on growing consumer demand for unique regions and authentic stories, the campaign highlights Hungary’s diverse offerings—from the legendary sweet wines of Tokaj to modern, lighter-style white and red wines such as Furmint, Olaszrizling, Kékfrankos, and Kadarka, which resonate with younger palates. The 2025 program builds on key insights: while traditional, full-bodied wines maintain a dedicated following, there is surging interest in fresher, more approachable white and light red wines. Hungary’s strengths align perfectly with this trend. The campaign leverages this by combining the undeniable prestige of Tokaj as a halo region with a dynamic digital strategy focused on storytelling.

Expanded Activities for a Deeper Impact​​
Year two of the campaign features an enhanced slate of activities blending education, expert engagement, and digital reach:

• ​​Direct Market Engagement:​​ A Hungarian Winemaker Visit to Shanghai brought 15 wineries directly to importers and consumers from ​​19-21 October​​. The visit featured a full-house masterclass on volcanic wines by Fongyee Walker MW, consumer tastings, and strategic meetings with influential media like Sommelier Times and digital influencers such as SommCat.
• ​​Educating Future Experts:​​ A new ​​“Discover Hungary” program​​, launched in partnership with WSET APPs, provides Chinese wine students with focused tastings led by esteemed Brand Ambassador Nichole Mao from Nimbility Asia, building knowledge from the ground up.
• ​​Strategic Market Intelligence:​​ To ensure long-term success, winemakers received a crucial market update during their stay in Shanghai from Nimbility CEO Ian Ford and Nichole Mao, providing insights into current trends and effective market entry strategies for China.
• ​​Celebrating an Icon:​​ The campaign will significantly expand its digital activities around ​​International Aszú Day (10 December)​​, collaborating with over 100 trade Key Opinion Leaders (KOLs) and lifestyle Key Opinion Consumers (KOCs) to amplify Hungary’s presence on major social commerce platforms.
• Reinforcing culinary connections: Strategic talks were conducted between the Chengdu Restaurant Association and Wines of Hungary in Chengdu, the capital of Sichuan province. The discussions focused on future cooperation to explore pairing spicy Sichuan cuisine with sweet wines from the Tokaj region, bringing Chinese culinary and Hungarian wine culture closer together.

The 2025 Wines of Hungary campaign is poised to strengthen Hungary’s position as a source of premium, authentic, and exciting wines for the curious and evolving Chinese market.​​

Photos: Hungarian Wine Marketing Agency