Fresh off a dynamic sales and market research trip to Japan and South Korea, William and co-director Barbara returned with a wave of optimism—despite the challenges that face both markets. This trip was a bit less frantic than William’s usual solo runs, thanks to Barbara’s presence. The duo even found time to dive deeper into local cultures, from trekking through black bear country in Japan to exploring remote, peaceful temples in South Korea.

Images: Mt. Fuji after the trek through black bear country | The Sujongsa Temple

Overcoming Low Expectations

“To be honest, given the economic and transport problems stemming from the conflict in Iran, our expectations were low,” William reflects. “Virtually every meeting kicked off with talk of tough market conditions, overstocking, and a general reluctance to take on new products. It didn’t sound encouraging at first. But by the end of every single meeting, clients were requesting more information and samples for our new wines, so we must be doing something right!”

Images: William leads a wine-tasting for the full sales team of our importer in Tokyo

Ultimately, the trip proved that nothing replaces face-to-face time with clients—especially when shared over incredible local food. It remains the absolute best way to forge deeper trust and unlock new opportunities.

Image: Wine tasting at a Spanish (yes!) restaurant in Tokyo

Market Insights: Japan

It’s always a thrill to see our wines on shelves and know they are rotating well despite the odds. A few key takeaways from the Japanese market include:

• The Sparkling Edge: While Spanish still wines face stiff competition from value-driven Chilean alternatives, Long Wines holds a major advantage with our full range of Cavas and sparkling wines—a major growth sector in Japan right now.
• The Rise of “Discovery” Wines: High-end wines are holding steady, but we noticed a spike in curiosity for regional Spanish “discovery” wines as affordable, high-quality alternatives to more expensive French bottles.
• Evolving Aesthetics: The Japanese market’s love for accolades remains ironclad (we even spotted a young wine proudly sporting an award sticker from 2019!). However, packaging is evolving. The heavy black-and-gold trends William noticed on previous trips are giving way to more elegant, contemporary designs—though high-end wines rightly retain their traditional look.

Images: It’s always nice to see our wines on shelves, even if the award stickers detract from the elegance of the labels

Market Insights: South Korea

If expectations for Japan were tempered, our hopes for South Korea were even lower, given the well-known post-COVID downturn in their wine market. While Long Wines has a 15-year history in Japan, South Korea is a newer, smaller venture for us; this was only William’s third visit, making it a bit of a long shot.

Image: Barbara takes time out at the Gyeongbokgung Palace in Seoul

Fortunately, the risk paid off. Thanks to our local partner, “Jimmy,” we didn’t just visit established clients; we were introduced to a wave of exciting new importers and explored parts of the country well off the beaten path.

Highlights from this high-energy, incredibly hospitable nation included an unforgettable, multi-course sushi and wine-pairing dinner at one of Seoul’s top restaurants (mostly French wine for now, but we’re working on changing that!) and an intimate, delicious traditional Korean meal in a private dining room with a key client. A visit to the Sujongsa temple a few hours out of Seoul was spectacular.

Images: Korean-style lunch with clients

Market Trends & Consumer Preferences

• ▪Shifting Tastes: There is a distinct rise in demand for lower-alcohol wines and sparkling varieties, driven heavily by Gen X and Millennial consumers.
• ▪Style Demand: Consumers are looking for fruit-driven wines across both everyday and premium/higher-end price points.
• ▪The Decline of Red: Overall consumption of still wine is falling, with red wine taking the hardest hit.
• ▪The Albariño Surge: There is a growing interest in Albariño, largely because of how exceptionally well it pairs with Korean food.
• ▪Home Consumption: Wine continues to be consumed predominantly at home rather than in restaurants or bars.
• ▪E-Commerce Friction: While online sales are growing, the channel is bottlenecked by local regulations—consumers can order online but are restricted to picking up their wine physically from a shop or hypermarket.

As for Spanish rosé wine, Barbara was surprised how scarce it is in the market, despite having great aesthetic appeal and a natural pairing affinity with Korean cuisine. Figures do show that consumption of rosé wine is rising in Korea, particularly among Millennials and Gen Z, but the category is currently a niche dominated by French producers. According to our client, the primary obstacle is consumer education; buyers simply do not understand rosé yet.

Given that we think (naturally) that Spain produces some of the best rosés in the world, there is an opportunity there.

Images: Spanish wines on shelf in South Korea

Although both Japan and South Korea stand out as particularly unique export destinations, the general trends we see elsewhere were evident here too:

Image: A range of non-alcoholic wines in a boutique wine shop in Seoul.

Just as we like to develop long-term relationships with the wineries we work with, the same holds for clients, and that of course means travelling to see them, to understand their businesses and their culture and vice versa. One thing is clear, with our range of own brands and the possibility of supplying customers with just what they need through other trusted winery partners (now, for example, we can offer four different styles of Albariño) we are well placed to meet market challenges wherever they are.

Another important key takeaway for us is that travelling together works. We drive each other mad if we are in the office together, but as William says, “Barbara’s natural charm works well with clients, and she is very involved in label design and all things marketing so it’s helpful for her to see what works in different markets. And perhaps my normal ‘all work no play’ regime on trips isn’t so great either.”

Images: Post-tennis visit to the Sojungsa Temple with our host Jimmy and his friend Mina, with detail of the temple painting—inspiration for a label?

Special thanks to all our partners, clients and contacts for receiving us so well in both countries and especially to “Jimmy” for introducing us to new contacts and for giving us a truly authentic experience in South Korea – as well as offering William opportunities to play tennis.

We look forward to seeing our South East Asian clients in Spain in the future and returning the hospitality, hopefully in more peaceful times.