Hungarian wine is still considered a rarity in Japan, although the fame of Tokaji Aszú has already reached the island nation. However, the four-day program series organized by Wines of Hungary has taken a significant step toward showcasing Hungarian wines, proving that with their quality, diversity, and uniqueness, they deserve attention on one of the world’s most exciting markets.
The event series, titled Hungary Goes to Japan, kicked off with an inspiring women’s roundtable discussion in cooperation with the Sakura Women’s Wine Awards team, where three outstanding Hungarian female winemakers shared their experiences with women in Japan’s wine industry:
- Sarolta Bárdos, who came from the volcanic Tokaj wine region and introduced the audience to Tokaji Aszú and Furmint;
- Csilla Sebestyén, who brought Bikavér from Szekszárd and presented the most widespread native blue grape variety associated with it, Kékfrankos;
- Zsófia Kövesdi, who showcased the full-bodied red wines of Villány to the Japanese audience.
The program offered personal stories, practical advice, and a true sense of community.
On the second day, Japanese sommeliers, restaurant owners, and professionals were introduced to Hungarian wines. Through thematic tastings and a traditional Hungarian lunch, guests discovered not only flavors but also potential business opportunities.
The third day focused on building commercial connections. Japanese importers and distributors attended an exclusive B2B event where they encountered the Hungarian wine selection through tastings and presentations, laying the foundation for real partnerships behind the scenes.
The fourth and final day was dedicated to wine tourism and media: Hungarian winemakers presented the attractions of Hungary’s wine regions to Japanese journalists and tourism professionals. The program offered not only excellent wines and experiences but also showcased Hungarian hospitality.
Based on the strong interest and positive feedback, it can be said that Hungary’s wine debut at the 2025 Osaka World Expo was a success, highlighting the long-term potential of Hungarian wine in Japan. It has become clear that Hungarian wine diplomacy builds bridges between cultures, flavors, and markets.
