Wine trade shows in Asia are amongst the most interesting and beneficial expos you can visit if you work in the wine industry. The majority of the markets have not reached their full potential yet, presenting great business and investing possibilities. China and Japan can offer some of the largest wine trade fairs on the continent. The South Korean industry is still in its early phases, but it shows promising signs and is definitely a destination you have to keep in mind.

China – the Fastest-Growing Wine Market on the Globe

China is the dominating market in the region. The country imports 50% of its wine mostly from France, Australia and Chile. The Chinese annual adult consumption is around 1.46 billion litres or a little more than 1 litre per capita . The forecast shows that by 2021 China will become the world’s second-largest consumer . However, the market is still very narrow. 99.8% of all wines drunk in the country are still, light wines, with 91% of them being red. Specialists feel positive this will change, as the young Chinese get more and more influenced by the western culture and the love for white wines.

The expectations are positive. The market is growing and giving opportunities for many brands to shine with their production. The consumers are looking for new brands and tastes. Investors, on the other hand, see the potential in locally grown produce and the possibilities hidden in China’s favourable climate and soil. Many international companies have started creating their own vineyards.

Japan - The 3rd Biggest Wine Market in Asia

Japan is not far off in terms of market share. The land of the rising Sun is the European Union’s sixth-biggest trading partner for wine. Over 50% of the Japanese population drinks this type of alcohol at least once per week, with 7% consuming it daily. Due to the climate and soil conditions, the country is not suitable for viniculture. Nevertheless, domestic wines make for 32.4% of the market, leaving the stunning 67.6% for import. 55 different countries supply Japan with wine with France and Chile being the man sellers.

Japan is a more conservative market when it comes to unfamiliar brands. However, according to research, over 70% of the consumers will not mind the label if the price is right. The global uptrend in the wine industry is influencing the Japanese people, and the wine consumption levels have almost doubled since 2010. With several key wine trade fairs scoring very positive feedback, promoting brands from all corners of the world, it is a market worth expanding into.

South Korea – The Market with the Highest Consumption Rates

South Korea presents unique opportunities for all wine sellers as the country has the highest number of alcohol consumption per capita in the world. In 2019 the revenue from the wine market was over $1,600 million . In the past, the majority of adults favoured red wine, but now as South Korea is growing, the preferences also change. The sparkling wines become more and more popular, and now they are the second most sold wine in the country. France is the main importer, followed by Chile, Italy and the US.

Due to the highly publicised health benefits of drinking red wine, consumption accounts for 72% of total wine imports in terms of value. The general agreement is South Korea is still in the early stages of development of wine culture, and many companies are looking to establish their brands in this lucrative emerging market.

The Must Attend Wine Trade Fairs in Asia

Hktdc Hong Kong

The Hong Kong International Wine & Spirits Fair is one of the most influential Asian wine trade fairs. Located in Honk Kong, many professionals believe this exhibition is the trampoline to the Asian markets. The expo covers wine production, wine education, logistics and services to buyers from around the world. It is mainly a professional event where more than 1000 exhibitors meet over 20,000 dedicated consumers. In addition to alcohol beverages, the Wine & Spirits Fair also features a variety of different zones - Whisky and Spirits, Beer and the World of Olive Oil zone. Food-pairing products are showcased in the Friends of Wine zone. The 2019 edition introduced the Craft Beer Pavilion, offering selected local craft beer brands.

SuperWine Shanghai

SuperWine Shanghai is one of the biggest professional wine fairs in Asia. With an exhibition area, more than 150 000m2 the expo hosts around 200 000 people each year. The fair is directed towards wine suppliers and professional buyers, giving them a unique opportunity to interact and make business. SuperWine Shanghai receives lots of international attention, hosting regularly companies from more than 40 different countries - France, Spain, Chile, South Africa, the US, just to name a few. The latest edition welcomed two newcomers in the face of the Macedonia Burgundy Winery from North Macedonia and The Mill Road winery from New Zealand. In addition, one of the biggest award-winning wine producers in Australia - The 3 Oceans Wine Company took a major part in the fair.

Interwine China

Interwine China is considered the largest and oldest professional wine fair in the country. Organised twice a year the three-day show attracts exhibitors from more than 50 countries and over 50,000 professional visitors. The expo allows vineyards, importers, distributors, trade associations and sommeliers to meet up and build strong connections. The last edition of Interwine China before the pandemic presented 338 international and 47 domestic vineyards. A big hit was the East European pavilion offering wines from Moldova, Romania and North Macedonia. If you want to succeed in the market of Southern China, Interwine will give you a lot of chances to make your brand noticed.

ProWine China

ProWine China creates a platform both for international dealers and producers and for local suppliers to present themselves. Extending on the globally successful ProWein wine fair in Dusseldorf, Germany, the Shanghai edition adds new highlights, develops trends and assumes a key role in the wine trade. In 2019, the fair held its largest edition so far. More than 820 exhibitors from 37 countries and 20 640 trade visitors - importers, distributors, retailers attended the expo. The international presence was substantial, the biggest coming from France as the participants took more than 1 000 m3 of exhibition space. ProWine China has established itself as one of the most fast-growing and business-friendly fairs in Asia.

SIAL Wine World

SIAL Wine World co-locating with SIAL CHINA is an outlet of the SIAL trade fair held in Paris. The unique selling point of the SIAL Wine World is the high-value events with their jaw-dropping reputed Master of Wine, Sommeliers, critics, journalists and educators and unparalleled knowledge-transfer opportunities. The Wine Innovation Forum and Best Buy China Competition events held during SIAL Wine World are praised by the Chinese professionals and companies, looking to conduct business with the best the industry has to offer. Another unique event during SIAL Wine World in Shanghai is the Founding Wines of Europe, selecting top brands founded in Europe to promote together the uniqueness of their origin. Last but not least, Vinitaly China is presented at SIAL WINE WORLD with an engaging three-day educational program. Despite the pandemic, the 2020 edition gathered more than 2,200 exhibitors and 90,763 professionals.

Wine and gourmet Japan

Wine and Gourmet Japan is the premier wine trade fair in Japan. The 2019 edition reached record-breaking numbers. Accompanied by its partner trade fairs, FABEX, Dessert Sweets & Bakery Festival, PBOEM, Premium Food Shows (incl Organic and halal sectors), Japan Meat Industry Fair and Noodle Industry Fair the events were attended by 917 exhibitors from over 20 countries. Wine and Gourmet Japan alone featured 149 exhibitors from 19 countries, of which 58% from abroad and hosted more than 78,000 trade visitors.

The products presented during the fair include wine and spirits, beer, sake and gourmet food. Another highlight of the show is the comprehensive seminar programs organised by Koelnmesse. The lectures provided valuable insight into the Japanese wine market. Wine and Gourmet Japan is the place to be if you want to target the 3rd biggest economic market after the US and China.

Altho the pandemic hit the Asian countries hard, the wine trade industry shows signs of fast recovery. Expos have already been scheduled for next year. If you are planning your next business trip, Fair Point can offer you great deals and comfortable accommodation. We have enforced a special COVID policy that protects your bookings and cancellations, so you don’t have to worry about your travel.