Frequently Asked Questions - Asia-Pacific Wine Export
How do I find a wine importer in China, Korea or Japan?
There is no shortcut. It takes ground work: identifying the importers whose portfolio genuinely fits your wines, getting samples in front of them, tasting face to face, then following up with diligent presence over months. Lists and databases sell you names; they cannot sell you a relationship. Your Wine Rep does that work on the ground from offices in Shanghai and Seoul, in English, French, Chinese, Korean and Japanese.
How long does it take to get a first order in Asia?
Measured across our own signed mandates, the first confirmed order lands between two and ten months after signing, most often around seven to ten. Plan for six to twelve months of ground work and treat anything faster as a bonus. Producers who answer fast, keep samples ready and price realistically consistently sit at the shorter end of that range.
Which Asian market should a winery target first?
It depends on your wines and price positioning, not on market-size rankings. Japan is down in volume but rebuilding, with importers hunting ranges that hit the old retail price points despite the weak yen. Korea moves faster, and its online-first boutiques actively look for distinctive stories. China is vast, fragmented and completely transparent on price. We assess the fit range by range before recommending a market.
Do I need to give exclusivity to a Chinese importer?
Usually more than producers expect. Serious importers invest heavily to build a brand and will not commit if the same label may appear elsewhere in their market. In our own mandates the shape is either full exclusivity, or the producer keeps existing business while the new partner owns everything future.
Do I need to change my labels or packaging for Asia?
Sometimes, and it is worth knowing before you ship samples. Several markets impose mandatory back-label requirements. Beyond compliance, gifting culture, shelf formats and e-commerce photography all influence what sells. We flag what needs changing early, before it costs you a listing.
What are Asian wine importers looking for in 2026?
Coherent ranges with a clear entry point and a clear step up, rather than isolated SKUs. Wines with a genuine story or a rare origin. Whites, sparkling and lower-alcohol styles, which are gaining share while heavy tannic reds lose it. And producers who answer fast and support their importer. Price matters, but it is rarely the first question anymore.
What does a wine export agent in Asia actually do?
We represent your winery in market: importer prospecting, sample logistics, tastings and trade events, negotiation, and the follow-up that turns a first order into reorders. We work on a monthly retainer plus commission, with shared expenses, under a separate agreement per office. What we do not do is buy your wine or take title to it. We work for the producer, not the importer.