By Paul Hsin

SHANGHAI—At the Hungarian pavilion at the Shanghai New International Expo Center on May 19, Chinese businessman Li Wei raised a glass of deep ruby-red wine from Villány, swirled it thoughtfully, and nodded in appreciation as the aroma took hold.

The occasion was the opening of the 2025 SIAL Shanghai International Food Exhibition, one of the world’s largest trade shows for the food and beverage industry. Hungary, appearing as a national delegation, introduced its wine products to the Chinese market for the first time, betting that the country’s distinct vintages can find favor with local consumers.

“Tokaj wines is already known in China. This time, we’re focusing on red wines from the Villány region, which we believe better suit Eastern palates,” said Zsolt Maul of Maul Winery, based in southern Hungary.

Wine has long been a staple of Hungary’s agricultural exports. Its varied topography and continental climate make it well-suited for viticulture. Among its offerings, red wines from the Villány region have emerged as a focal point.

Situated near the Croatian border, Villány is Hungary’s southernmost wine-producing area, aligned in latitude with northern Bordeaux. It is known for producing full-bodied reds. In 1987, the town was officially designated as Hungary’s “Wine Capital.”

China’s wine market has expanded rapidly in recent years. According to Chinese customs data, imports of European wines rose 18% year-over-year in 2024. China remains the world’s largest importer of red wine and is now the sixth-largest wine-consuming market globally.

Rising incomes and changing consumer preferences have fueled demand for premium wines and labels with distinct stories—trends that Hungarian producers hope to tap into.

This year’s SIAL exhibition drew more than 5,000 exhibitors from 75 countries and regions, presenting over 350,000 new products. Hungary’s delegation includes seven companies participating under a national food export promotion program aimed at fostering culinary and cultural ties with China.

“The Chinese market is complex and highly competitive, but its long-term potential is clear,” Mr. Maul said. “Only through continued exposure and engagement can we establish a meaningful presence here.” He added that he hopes Chinese buyers will embrace Hungary’s unique flavor profiles and help unlock broader commercial opportunities.