Food and wine have an inseparable, natural consolidation link as industries. Instead of speaking with separate voices, the reason we united behind a single, consistent message is clear. When we pool our marketing capabilities under the name "Team Australia," our persuasiveness in the market and our conventional disruptive power are multiplied.
At Andaz Seoul Gangnam on the 26th, the scene at "2026 Taste the Wonders of Australia (TOWA)" was closer to a strategy briefing room that distilled Australia's trade strategy. Australia is currently conducting integrated marketing under the name Australia Food & Wine Collaboration Group (AFWCG), with the five core primary industry institutional sectors—dairy (Dairy Australia), horticulture (Hort Innovation Australia), livestock (Meat & Livestock Australia), wine (Wine Australia), and seafood (Seafood Industry Australia)—combined. It is less about simply selling goods and more akin to transplanting an entire national industrial ecosystem.
Sarah Roberts, Asia-Pacific regional general manager at Wine Australia, whom we met at the event, emphasized that the strength of Australia's primary industries "lies not only in the excellence of individual items, but in how they are organically bundled to target the global market all at once." Roberts is a veteran who has built nearly a decade of marketing expertise at Wine Australia. She currently leads market strategy across the entire Asia-Pacific region, including Korea.
-It is very unusual in the Korean market for a specific country’s primary industries to form a large coalition and hold a promotion. Was there a reason to deliberately break down silos between industries?
Australian industry knows well that cooperation is competitiveness. In the past, each institution marketed separately, but now complementary industries move as one. In fact, food and wine have an inseparable, natural consolidation link as industries. For example, the moment you pair Western rock lobster served today with Australian Chardonnay, the two industries are tied together not as separate products but as one "Australian lifestyle." That is the power of the consistent branding we pursue.
Western rock lobster is a premium spiny lobster variety caught only along Australia's west coast. Unlike commonly known lobsters, it does not have large claws. Instead, its plump tail packs concentrated meat with a distinct sweetness and is said to have good Production yield. Even in Australia, it is a high-end ingredient enjoyed mainly on formal occasions. This ingredient pairs well with white wines from the Chardonnay variety grown in the same origin around Margaret River. The Western Australia Tourism Board said, "The brininess from green grapes grown in sea breezes harmonizes with the sweet and clean Western rock lobster."
AFWCG is not just a promotional body. It also plays a strategic role in strengthening cooperation between industry and government and improving market access platforms. In Australian industry circles, the 10-year mark since the Korea-Australia FTA (KAFTA) was signed is seen as the point when Korean consumer trust in Australian products has reached its peak.
-At the press conference, you emphasized freedom in winemaking as an advantage of Australian wine compared with Old World wines like those from France or Italy.
European winemakers are bound by centuries-old traditions and strict regional regulations. In certain regions only specific varieties may be grown, and winemaking methods are also regulated. Australia is different. Australian producers can freely choose sites across the vast continent that best fit the climate and soil. That means they can adopt creative techniques and innovation without being constrained by tradition. The greatest strength is the flexibility to move to optimal origins in response to climate change, or to strategically produce lighter-style red or white wines favored by Korean consumers.
Korea is the world's No. 11 market for Australian wine. Last year, Korea's imports of Australian wine grew 2.7% from 2024. This was achieved while the overall wine market was slowing. In particular, Generation Z and millennial consumers, who still show purchasing power, prefer original stories and diverse varieties, and Australian wine—with more than 65 regions and over 100 grape varieties—is an appealing choice for them.
— I’d like to ask about the unique funding structure that Wine Australia operates. I heard the government provides matching funds at a 1:1 ratio for industry funds.
"That's right. The Australian government matches the industry funds paid by wine producers and exporters with the same amount. This government support is invested only in research and development (R&D), not marketing. We work with universities and research institutions to study technologies to address climate change and to advance quality control systems. It is a measure to shore up the competitiveness of the entire industry from the ground up.
The biggest barriers small and medium producers face when entering overseas markets like Korea are marketing capacity and funding. We credit entry the entire Australian industry rather than specific corporations, and, in conjunction with state governments and regional associations, we run comprehensive export subsidies (Grant) and marketing support programs together. With this kind of investment and technical foundation, small and medium wineries (SMEs) can compete in the global market."
— In today’s global trade environment, U.S.-China trade tensions and protectionism are intensifying. Where does Korea stand in Australia’s market diversification strategy for the wine industry?
China remains an important market, but for Australia's wine industry to achieve sustainable growth, diversification is most important. Korea is a valued partner that not only has geographic proximity but also a strong foundation in the Korea-Australia FTA (KAFTA).
We want Australian wine to become a perfect companion to Koreans' daily lives and food culture. Korean cuisine in particular is highly creative and dynamic, which aligns with the freedom of Australian wine emphasized above. Australian winemakers already know well the unique flavors of Korean cuisine and have a high level of understanding. We are taking a long-term focus on the Korean market by actively proposing distinctive varieties such as Marsanne that pair well with Korean food."