"Food and wine have a natural consolidation link that cannot be separated industrially. The reason we united under a single, consistent message instead of speaking with individual voices is clear. When we pool our marketing capabilities under the name "Team Australia," our persuasiveness and conventional disruptive power in the market double."
On the 26th at Andaz Seoul Gangnam in Gangnam-gu, Seoul, the site of "2026 Taste the Wonders of Australia (TOWA)" was closer to a strategy briefing room that distilled Australia's trade strategy. Australia has its 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 to carry out integrated marketing under the name Australia Food & Wine Collaboration Group (AFWCG). It is closer to transplanting an entire national industrial ecosystem than simply selling goods.
Sarah Roberts, Asia-Pacific regional general manager at Wine Australia, whom we met at the site that day, emphasized that the strength of Australia's primary industries "goes beyond the excellence of individual items to how they are organically bundled to attack the global market 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 primary industry in a specific country to form a large coalition and run a promotion. Was there a reason to deliberately break down the silos between industries?
"Industry in Australia 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 a natural consolidation link that cannot be separated industrially. For example, the moment you pair Western rock lobster served today with Australian Chardonnay, the two industries are bound not as individual products but as one "Australian lifestyle." This 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 the commonly known lobster, it has no large claws. Instead, its tail is packed with plump meat with a distinct sweetness and is praised for good Production yield. Even in Australia, it is a high-end ingredient enjoyed mainly on formal occasions. This ingredient pairs well with white Chardonnay from the same Margaret River area. The Western Australia tourism board said, "The brininess felt in the white 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 Australia's industry, it is assessed that Korean consumer trust in Australian products has reached a peak at the 10-year mark since the Korea-Australia FTA (KAFTA) was concluded.
-At the press conference, you highlighted freedom in winemaking as an advantage of Australian wine compared with Old World wines such as those from France or Italy.
"European winemakers are bound by centuries-old traditions and strict regional regulations. In certain regions, only certain varieties can be grown, and winemaking methods are also regulated. Australia is different. Australian producers can freely choose sites across the vast continent that best suit climate and soil. That means they can introduce creative techniques and innovation without being tied to tradition. The greatest strength is the flexibility to move to optimal regions 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 in a slump. 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 attractive choice for them.
— I want to ask about the unique funding structure that Wine Australia operates. I heard the government provides a 1:1 matching fund to the industry fund.
"Yes. The Australian government supports the same amount as the industry fund paid by wine producers and exporters. This government support is used only for research and innovation (R&D), not marketing. We are working with universities and research institutes on technologies to respond to climate change and to advance quality-control systems. This is to shore up the entire industry's competitiveness from the ground up.
The biggest barriers small and midsize producers face when entering overseas markets like Korea are marketing capability and funding. We credit entry not specific corporations but the entire Australian industry, and, in connection with state governments and regional associations, we jointly run all-around export subsidies (Grant) and marketing support programs. Because this investment is backed by a technical foundation, small and midsize wineries (SMEs) can also compete in the global market."
— In the recent global trade environment, the U.S.-China trade conflict 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 has not only geographic proximity but also a strong foundation in the Korea-Australia FTA (KAFTA).
We hope Australian wine will become a perfect companion to Koreans' daily lives and food culture. In particular, Korean cuisine is highly creative and dynamic, which aligns with the freedom of Australian wine that I emphasized earlier. Australian winemakers already know well the unique flavors of Korean cuisine and have a high level of understanding of it. With active proposals of unique varieties like Marsanne that are good to drink with Korean food, we are paying long-term attention to the Korean market."