What ProWine Tokyo Revealed About Japan’s Wine Market

Rosé wines may be making a comeback in Japan.

After spending several years overshadowed by the rise of orange wine and other emerging categories, rosé was once again among the most talked-about styles at ProWine Tokyo 2026, where packed seminars and strong buyer interest suggested the category could be regaining momentum.

But rosé was not the only signal to emerge from Japan’s largest international wine trade fair. Interest in emerging regions such as Greece, Georgia, Romania and Uruguay, growing attention on Japanese wines, and innovative approaches to wine education all pointed to a market that remains remarkably open to discovery.

Together, they offer a glimpse into how one of Asia’s most mature wine markets is evolving.

Japan remains the largest wine-importing market in Asia and one of the world’s most sophisticated wine-consuming nations. According to Japanese customs data, the country imported 234.4 million litres of wine in 2025, down 2.3% year-on-year. Yet import value rose 1.5% to JPY 252.6 billion (US$1.68 billion), suggesting consumers continue to trade up even as overall consumption softens.

Against that backdrop, several themes stood out at ProWine Tokyo.

Rosé Finds Its Moment Again

Among the busiest sessions at the exhibition were two seminars hosted by the Provence Wine Council (CIVP), both of which were filled to capacity.

With its bright colour, refreshing style and versatility at the dining table, rosé emerged as one of the categories generating the strongest discussion among visitors.

The renewed interest is noteworthy. While rosé has enjoyed significant growth across Europe over the past decade, it has struggled to establish the same cultural foothold in East Asia. More recently, orange wine captured much of the attention previously directed towards rosé, particularly among younger consumers seeking novel wine styles.

Yet many producers and importers believe the market may be shifting again. As consumers increasingly seek approachable wines suited to casual drinking occasions and food pairing, rosé appears well positioned to benefit.

Buyers Are Looking Beyond the Usual Regions

Another striking feature of this year’s exhibition was the visibility of emerging wine regions.

Greece, Georgia and Romania all participated for the first time, presenting themselves as ancient wine-producing nations with modern interpretations. Uruguay also attracted considerable attention, positioning itself as one of South America’s rising wine regions.

For many Japanese buyers, these countries remain relatively unfamiliar despite their long winemaking histories. Throughout the exhibition, trade visitors could be seen exploring wines from regions that rarely command significant shelf space in the Japanese market.

Uruguay’s flagship variety, Tannat, proved particularly effective at drawing attention. Known for producing deeply coloured, structured wines with powerful tannins, the variety has even earned the nickname “black wine” among some industry observers.

The interest in these regions reflects a broader trend in Japan, where curiosity and product differentiation often matter as much as established reputation.

Japanese Wine Is No Longer a Curiosity

Japan’s domestic wine industry also occupied a more prominent position than in previous years.

A dedicated Japan Wine Zone showcased seven wineries from key producing regions including Nagano, Yamanashi, Hokkaido and Kumamoto. Participating producers included Domaine de Yunohara, Domaine Kyoko Hosaka, Katsunuma Jozo, Morita Koshu Winery, Lumiere, Kumamoto Wine Farm and MARO Wines.

The pavilion attracted strong interest not only from Japanese buyers but also from overseas trade visitors.

“We’ve been incredibly busy,” said Kento Yoshida of Domaine de Yunohara. “Rather than just coming for a casual tasting, many visitors asked specific questions about how to feature and pair our wines, which was very encouraging. We also spoke with a large number of international visitors.”

The growing interest reflects a broader evolution in how Japanese wine is perceived. While varieties such as Koshu and Muscat Bailey A remain important reference points, buyers are increasingly paying attention to regional differences and terroir expression.

In other words, Japanese wine is gradually being discussed not as a category, but as a collection of distinct wine regions.

Wine Education Gets a Japanese Twist

One of the more unusual exhibits at ProWine Tokyo came not from a winery, but from the world of manga.

The exhibition partnered with the popular introductory wine guide Zukai Wine Ichinensei (Wine Highschool), which explains grape varieties through anime-inspired characters. This year’s event served as the debut platform for two new characters representing Verdejo and Marselan.

Visitors were invited to taste wines made from the varieties while learning about them through the illustrated characters, creating an educational experience that felt distinctly Japanese.

For an industry that continues to wrestle with consumer education, the concept offered an interesting reminder that wine communication does not always need to follow traditional formats.

A Market That Continues to Reward Discovery

Beyond the exhibition halls, perhaps the clearest message from ProWine Tokyo was that Japan remains unusually receptive to new ideas.

Whether it was renewed interest in rosé, curiosity about emerging regions, growing confidence in domestic wines or fresh approaches to education, many of the conversations at this year’s event centred on exploration rather than familiarity.

That openness has long been one of the defining characteristics of the Japanese wine market. Despite being one of Asia’s most mature wine-consuming nations, Japan continues to offer opportunities for producers willing to bring something different.

For international wineries seeking clues about future trends in Asia, that may be the most important signal of all.