In February, Australia’s premium wines took centre stage in South Korea as part of the eighth Taste the Wonders of Australia market activation, delivered by the Australian Food and Wine Collaboration Group.
The two-day Taste the Wonders activation in Seoul provided an important platform to strengthen engagement with South Korean wine importers, restaurateurs and industry leaders, and to showcase the quality, safety and reliability of Australia’s premium wine and produce.
The Collaboration Group consists of Wine Australia along with Hort Innovation, Dairy Australia, Meat & Livestock Australia and Seafood Industry Australia, all working together as Team Australia under the Nation Brand. Events over the two days include a targeted industry roundtable, hands-on workshops attended by key food and trade representatives, a media conference and the Taste the Wonders of Australia Gala Dinner.
Wine Australia’s Regional Manager – Asia Pacific, Sarah Roberts, said South Korea is a “relationship-driven” market.
“Showing up and being present is critical to ensuring Australian wine remains front of mind for the trade,” Ms Roberts said.
“The roundtable discussions were extremely valuable in understanding the broader economic, political and regulatory environment we’ll be operating in going forward.”
“The wine seminar was also very well received, with more than 50 attendees. The session focused on pairing Australian wines with Korean cuisine, which really resonated with the audience. Our Australian wine educator did a fantastic job bringing the story to life.”
Ms Roberts said South Korea is a very “academic” market.
“People take wine education seriously,” Ms Roberts said. “It was great to see attendees deeply engaged and taking notes throughout the session. The key message that landed strongly was that Australian wines pair beautifully with Korean flavours and cuisine.”
Ms Roberts said the visit to South Korea uncovered new opportunities for Australian wine producers.
“Like many countries, South Korea is experiencing cost-of-living pressures, but that is also creating opportunities for Australian wine, particularly lighter styles.
“There is a strong health and wellness trend in Korea, which is also shifting consumer interest towards lighter wines, sparkling wines and lighter-style reds.
“These trends play directly to the strengths of Australian wine, and it creates a real opportunity for us to grow in the market.”
The South Korea activation was the eighth for the Collaboration Group, following activations in Thailand, Vietnam, Indonesia, Taiwan, Japan, Malaysia and a previous visit to South Korea.
Over the past four years, the group has met with more than 1,700 government and trade representatives, leveraging the export capability of each sector to drive market access, expand commercial networks and supports long-term growth for Australian producers.
Dairy Australia Sustainable International Trade Manager Catherine Taylor has attended all eight market activations and says the program has evolved over four years and, while it is adapted for each individual market, the format and objective have remained consistent.
“The Taste the Wonders of Australia program brings together senior leaders and decision-makers from key markets and offers them a uniquely Australian hospitality experience,” Ms Taylor said.
“It’s about building the personal relationships that underpin trade. Those relationships are difficult to develop any other way, and they are incredibly important to long-term success.”
Ms Taylor says the power of this program is having all five organisations in the room working together with government and trade representatives on the ground.
Looking ahead, the next destination for the Collaboration Group is China.
“Given the global trade disruptions we are currently experiencing, and the importance of China to many of Australia’s agricultural sectors, it is a timely moment to strengthen those connections,” Ms Taylor said.
“Australia has a compelling story to tell when it comes to sustainable production, and it is important that we continue to lead the way in demonstrating those credentials internationally.”
The investment by the Australian Food and Wine Collaboration Group is supported by Agriculture Trade and Market Access Cooperation (ATMAC) grants, with a $500,000 for the first four export market destinations in 2022-24, and a second grant of $600,000 to continue the program in 2025-26.
For media enquiries please contact
About Wine Australia
Wine Australia empowers the success of the Australian wine sector through Research, Innovation and Adoption to enhance global competitiveness and meet the challenges of tomorrow, today; Market Development to increase the demand and premium paid for Australian wine; and Regulatory Services to safeguard Australian wine’s integrity and uphold the sector’s reputation.
Wine Australia is funded by the sector, for the sector, through grapegrower, winemaker and exporter levies and user-pays charges, with matching funds from the Australian Government for research and innovation. Established under the Wine Australia Act 2013, it is a Commonwealth Government statutory authority.