Vinexpo Asia 2026, Asia’s largest wine trade fair, was held in Hong Kong over three days from May 26 to 28. This year, approximately 14,273 industry professionals from 76 markets attended, compared with 59 markets in 2024. Exhibitors represented 38 wine-producing countries, up from 35 in 2024. With even more momentum than the previous edition, Vinexpo Asia 2026 reaffirmed Hong Kong’s role as a key hub for wine and spirits trade in the Asia-Pacific region. The opening ceremony was attended by representatives of the Hong Kong government, EU and French ambassadors, and consular and trade officials from 18 countries. Rodolphe Lameyse, CEO of organizer Vinexposium, delivered an address. Vinexpo Asia has been held in Hong Kong since 1998, and this marked its tenth edition in the city. Lameyse expressed his gratitude for the support of the Hong Kong government, the Hong Kong Tourism Board, and other partners. He also stated that “the market is seeking greater stability. From 2027, we aim to hold Vinexpo Asia every year at a single Asian hub.” In other words, after alternating between Hong Kong and Singapore, the organizers indicated a future direction of
holding the fair annually in the same Asian location
.
Growth in the Asian Market, Seen in the Numbers
According to the press release, 75% of attendees came from major Asian markets. Many were from mainland China, Hong Kong, Taiwan, Macau, Japan, and South Korea, while participation from Southeast Asian markets such as Singapore, Thailand, and Vietnam was also reportedly increasing. That closely matched the impression at the Japanese Wine booth itself. The exhibitor side expanded as well. Nine countries—Austria, Belgium, Georgia, Greece, Hungary, Moldova, Slovakia, Tunisia, and Uruguay—joined the exhibition for the first time this year, demonstrating strong interest in the Asian market.
A First for Japan: Joint “JAPANESE WINE” Pavilion
Open on youtubehttps://www.youtube.com/embed/JH2kxkw2sEw
One of the most noteworthy developments was the first joint pavilion by multiple producers under the banner “JAPANESE WINE.” The booth prepared by CruX Co., Ltd. displayed
53 wines from 22 producers, with representatives from eight producers
traveling to Hong Kong to promote their wines directly. Compared with the large presence of Burgundy, Bordeaux, Champagne, famous Italian regions, and their trade bodies at the venue, the Japanese booth was physically very small. Even so, it was crowded throughout the fair, suggesting a high level of interest in Japanese wine within the Asian market.
Visitors to the booth included importers, buyers, and educators mainly from Hong Kong, Thailand, South Korea, Malaysia, and Singapore. Notable wine professionals were also seen, including Asia’s No.1 sommelier Reeze Choi and Master of Wine Matthew Deller.
Despite the booth’s modest scale, actual business deals were generated almost immediately, making the exhibition a meaningful commercial opportunity.
This challenge may represent only a small step toward the global market. But it is unquestionably an important one for raising the presence of Japan as a wine-producing region and connecting with new drinkers overseas. The journey of Japanese wine toward establishing its place in the global market has only just begun.
The Challenge of Japanese Wine as a Wine Region
The gallery below captures only a small part of the producers’ three-day challenge, but photos from throughout the fair are now available.
Linkhttps://vinexpo-hk2026.nihonwine.jp/gallery/
