"Italian wineries avoid mass production and place the highest value on craftsmanship rooted in family-run operations that have carried on traditions for hundreds of years. Wine shines not in formal settings but in the comfortable everyday moments shared with family. In that sense, Korea and Italy, which both prize the value of spending time with family, are deeply similar in culture and gastronomy."
The Embassy of Italy in Korea and the Italian Trade Agency (ITA), a trade promotion body under the embassy, said they would offer a wide range of choices from low-priced wines to top-tier wines to meet Korean consumers' increasingly sophisticated tastes. Ambassador Emilia Gatto of Italy to Korea and Ferdinando Gueli, director of the Italian Trade Agency, whom we met at High Street Italia in Gangnam-gu, Seoul, on the 19th, said they would like to invite people to Italy's unique culinary culture through wine, and stated accordingly.
On this day at High Street Italia, Borsa Vini Seoul 2026, a B2B trade fair and consultation event specializing in Italian wine, was held. This marks the fourth consecutive year for Borsa Vini Seoul. Seoul is the only city where Borsa Vini has been held four years in a row. Borsa Vini is Korea's largest Italian wine business platform that provides direct consolidation between Italian producers and Korean importers and distributors. This year, more than 70 wineries from across Italy participated, making it the largest ever, and more than 400 members of Korea's wine industry and sommeliers attended.
The growth of Italian wine in Korea is also proven by quantitative indicators. According to Trade Data Monitor, a global trade data provider, over the past 10 years exports of Italian wine to Korea rose 105%, from $28 million (about 42.2 billion won) in 2015 to $60 million (about 90.5 billion won) in 2025. The compound annual growth rate is 6.2%.
Ambassador Gatto emphasized that when Korea's hansik culture meets Italy's food culture, it can create new experiences and allow for deeper cultural exchange. The reason the Italian government and ITA are investing in the Korean market is also the high culinary discernment shown by Korean consumers. The following is a Q&A.
—It has been more than 20 years since Italian wine began to be imported to Korea in earnest. What does the Korean wine market mean to Italy?
(Director Gueli) "I still see it as a market with boundless potential. Consumers' spending trends have expanded very rapidly in step with Korea's economic development. The Korean market changes quickly, but as consumption patterns diversify, the market itself is becoming segmented. A solid fan base is forming in each submarket. In this environment, Italian wine is the optimal partner that can give Korean consumers the most complete and diverse set of choices."
—Why and how did Seoul become the only city in the world to host Borsa Vini four years in a row, and what does that signify?
(Director Gueli) "The discerning eye and diversified preferences of Korean consumers are what have kept bringing Borsa Vini back to Seoul. We want to invite Korean consumers into Italy's deep food culture. The signature event for that is Borsa Vini. When you come to explore Italian food culture, you can endlessly experience new stories, culture and history. Going forward, we will continue to develop Borsa Vini into a meeting ground tailored to Korean consumers' demands, discovering and introducing yet-unknown, hidden high-quality producers. The introduction of new Italian wines is infinitely possible."
—What sets Italian wine apart?
(Ambassador Gatto) "Italy is the world's largest wine producer and exporter. Italian wine is strictly classified by region, variety and production method, with more than 400 places having earned the top DOC and DOCG designations, and around 2,000 native grape varieties, boasting an endless spectrum. Above all, the biggest differentiator is that most are 'family-run wineries' that have carried on traditions for hundreds of years. Their craftsmanship, refusing to compromise with mass production and devoting their whole hearts and lives to wine, is the driving force of top quality. There's an Italian saying, 'Wine in a small cask tastes good.' It means that even if the scale is small, wine made in small quantities with great care is the finest. Korean consumers, who enjoy new experiences and deep stories, seem to understand this Italian philosophy well."
(Director Gueli) "Italian wine spans a wide spectrum, from approachable wines you can drink every day to premium wines with DOC and DOCG designations that guarantee top quality. In particular, most Italian wineries have carried on for hundreds of years, each with its own unique traditions, history and stories about the soil. That is why they can satisfy Korean consumers' 'gasimbi' (psychological satisfaction for the price) as they always seek new stories and value."
—Beyond trade figures, what does cultural exchange through food and drink between Korea and Italy mean?
(Ambassador Gatto) "Italian wine pairs wonderfully with Korea's diverse food culture. The pairing spectrum is wide, from spicy, bold popular hansik to fine dining. Italian food and Korean traditional liquor also pair excellently. In addition, Korea places importance on the culture of dining with family. In valuing time shared with family, Italy and Korea have the same culture. A shared commitment to a healthy food culture is another commonality. When Korea's hansik culture meets Italy's food culture, it can create new experiences and lead to better exchanges."
—How would you like to develop Borsa Vini going forward?
(Director Gueli) "Borsa Vini is a platform that showcases the diversity of Italian wine. The Korean market keeps changing, and consumers' demands are becoming more segmented. In line with those changes, we want to continue introducing little-known producers, new regions and diverse styles of wine. We can introduce new Italian wines infinitely. We hope Borsa Vini will be a meeting ground that provides consolidation between Korean importers and distributors and Italian producers, and a starting point for Korean consumers to experience Italian food culture more deeply."