Great success in Seoul for "Uncorking Prosecco Doc 2026" promoted by the Protection Consortium

The Protection Consortium for Prosecco Doc has successfully promoted "Uncorking Prosecco Doc 2026", a project designed to present Korean audiences with a vision of Italy founded on hospitality, conviviality and the art of good living.

Shared values

In Korea, these values resonate particularly strongly with a dynamic and sophisticated market, increasingly oriented towards premium lifestyle experiences, while at the same time deeply attentive to moments of sociability, sharing and the pleasure of discovering new expressions of taste and culture. In this context, Prosecco Doc fits in naturally, offering Korean consumers an accessible yet refined way to experience the authentic Italian art of living.

Through the “Uncorking Prosecco Doc” campaign, Prosecco DOC confirms its role as an authentic cultural ambassador for Italy around the world: accessible yet elegant, contemporary yet deeply rooted in tradition, it conveys its territory with consistency and passion, combining taste, style and identity in an experience recognised and appreciated worldwide.

The project

The project began on 31 August with an inaugural event at the Conrad Seoul Hotel, where guests were able to discover the versatility of Prosecco Doc through tastings paired with Korean cuisine. The initiative featured six Italian wineries, Biasiotto, La Gioiosa, La Marca, Serena Wines 1881, Tenuta Santomè and Torresella, which were present until 13 September at more than 35 outstanding restaurants and bars in the Korean capital, presented through dedicated gastronomic experiences designed to showcase both Korean traditional specialities and Italian cuisine, which has always been particularly appreciated in the country, creating a dialogue between cultures and flavours in the name of gastronomic excellence.

The participating restaurants include some of the most interesting and representative establishments on Seoul’s gastronomic scene. Alongside iconic Korean restaurants such as Won Grandma Bossam, a historic brand founded in Seoul in 1975 and recognised as one of the leading interpreters of the bossam tradition, the famous pork-based speciality served with kimchi and typical side dishes, with more than 200 outlets in Korea, Bistro Anthro is also taking part in the initiative. It is led by chef Areum Yoon, known to the general public for appearing on MasterChef Korea 1, Culinary Class Wars 2 and MasterChef Asia 2026, as well as for starring in the Prosecco Doc Chef Residency Korea held in Milan last July.

The Korean market

Interest in Prosecco Doc in the South Korean market continues to grow. The president of the Protection Consortium for Prosecco Doc, Giancarlo Guidolin, stated: "South Korea is proving to be a dynamic and potentially strategic market for our appellation, as demonstrated by the growth of 9,8% in sales recorded between January and April 2026. With the 'Uncorking Prosecco Doc 2026' campaign, we aim to consolidate this position of excellence and further expand our commercial and distribution opportunities. Through collaboration with more than 35 restaurants, training masterclasses for industry professionals and prestigious synergies with partners from the worlds of fashion and culture, Prosecco Doc presents itself not only as a sparkling wine of exceptional quality, but as the true ambassador of the modern Italian lifestyle in Korea."

Other events

Prosecco Doc’s presence in Seoul also continued through a series of collaborations with important cultural and lifestyle events in the Korean capital.

On 1 September, Prosecco Doc was the star of "Italy at Frieze Seoul – The Golden Trace", an initiative organised by the Embassy of Italy and the Italian Cultural Institute on the occasion of the prestigious international art fair Frieze Seoul. In a setting bringing together figures from the worlds of art and culture and international stakeholders, Prosecco Doc sparkling wine accompanied the guests’ experience, strengthening cultural dialogue between Italy and Korea.

The appellation will once again be the Official Sparkling Wine Partner of the third edition of "Milan Loves Seoul", a project promoting exchange between Italy and South Korea through fashion, creativity and innovation as part of Seoul Fashion Week. Through dedicated tastings, networking opportunities and activities aimed at buyers, the press, influencers and industry professionals, Prosecco Doc will consolidate its presence among a highly qualified international audience, confirming the natural affinity between its sparkling wines and contemporary fashion and premium lifestyle settings.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.