California Wines staged its first-ever Buyers Marketplace: Asia Edition in Seoul last week, marking a major step in its efforts to deepen ties with the region’s growing wine markets.
Held from Sept. 22 to 24, 2025, at the JW Marriott Seoul, the event brought together more than 70 wineries and 750 wines, drawing buyers from 13 countries and regions across North Asia, Greater China, and Southeast Asia.
The marketplace, an extension of California Wines’ annual Global Buyers Marketplace in Napa Valley, aimed to connect California producers with importers, distributors, and retailers eager to expand their portfolios of American wines.
“The turnout and engagement at this inaugural Buyers Marketplace: Asia Edition is a testament to the true potential for California wines in this region,” said Honore Comfort, vice president of international marketing at the Wine Institute. “The participation from such a diverse range of countries demonstrates the global appeal of our wines and the interest of buyers in expanding their selections.”
Asia’s Growing Appetite for California Wines
California, the world’s fourth-largest wine-producing region, accounts for more than 95% of U.S. wine exports to Asia. Through July 2025, shipments to countries represented at the Seoul event — excluding mainland China — rose by over 10% year-on-year, reflecting growing demand in markets such as South Korea, Japan, Singapore, and Taiwan.
Vino Joy News analysis of official data shows the U.S. ranked second in wine market share in Korea and Taiwan, just behind France, and fourth in Japan, Hong Kong, and Thailand. In Thailand, U.S. wine imports surged 49.97% by volume and 45.29% by value. Even in Malaysia, where the U.S. ranks seventh among import sources, imports climbed 14.75% from a year earlier.
In mainland China, California wines continue to enjoy strong recognition — particularly from Napa Valley and Sonoma — but face headwinds from ongoing trade tensions. In May 2025, China imposed tariffs as high as 125% on U.S. wines. Although both governments later rolled back the measures, duties remain elevated at 39%, nearly triple the 14% most-favored-nation rate, leaving U.S. wines at a pricing disadvantage.
The two-day program featured grand tastings, one-on-one meetings, seminars, and networking dinners designed to showcase the diversity and innovation of California wine.
A panel discussion, “The State of the Wine Industry in Asia,” moderated by Christopher Beros, California Wines’ director for Greater China and Southeast Asia, featured Sarah Campbell of IWSR, Anna Hine of Constellation Brands, and Ian Ford, CEO of Nimbility and co-founder of Summergate Wines, who shared insights on evolving market dynamics and consumer trends in Asia.
Producers Praise Engagement and Outcomes
Participating producers said the event offered valuable opportunities for long-term partnerships.
“The Seoul marketplace was an outstanding opportunity to connect with motivated importers from across Asia,” said Joseph Lange, international sales director at LangeTwins Family Winery and Vineyards. “Engaging with buyers over seminars, lunches, and dinners fostered genuine conversations and lasting connections — essential for sustainable growth.”
Bradley Groper, CEO of Long Meadow Ranch Winery, called the event “highly curated and impactful,” adding that it opened “important doors” in both established and emerging markets.
“The meetings and discussions we had not only enabled us to reach new customers across multiple countries but also helped us better adapt to the evolving demands of the markets,” Groper said.
Expanding Market Access
The Wine Institute’s California Wine Export Program, which represents over 200 wineries exporting to 142 countries, organized the event with support from the USDA’s Market Access Program (MAP).
Officials said the success of the Seoul edition underscores the strategic importance of Asia for California’s future export growth.
“The diversity of buyers and enthusiasm for California wines make Asia one of the most exciting regions for long-term growth,” Comfort said.
Discover more from Vino Joy News
Subscribe to get the latest posts sent to your email.
