Prosecco DOC met Seoul’s vibrant food scene with “Uncorking Prosecco DOC 2026”, the project promoted by the Consorzio di Tutela del Prosecco DOC to introduce the Korean public to a vision of Italy based on hospitality, conviviality and the art of living well.
In Korea, these values resonate particularly well with a dynamic and sophisticated market, increasingly oriented towards premium lifestyle experiences, while remaining deeply attentive to social occasions, sharing and the pleasure of discovering new expressions of taste and culture. In this context, Prosecco DOC fits naturally into the scene, offering Korean consumers an accessible yet sophisticated 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 consistently and passionately showcases its territory, combining taste, style and identity in an experience recognised and appreciated worldwide.
The project kicked off on 31 August with an opening event at the Conrad Seoul Hotel, where guests had the opportunity to discover the versatility of Prosecco DOC through tastings paired with Korean cuisine. Six Italian wineries took part in the initiative: Biasiotto, La Gioiosa, La Marca, Serena Wines 1881, Tenuta Santomè and Torresella, which will be present until 13 September in more than 35 of Seoul’s leading restaurants and bars, offering dedicated gastronomic experiences designed to enhance both traditional Korean specialities and Italian cuisine, which has always been particularly appreciated in the country, creating a dialogue between cultures and flavours under the banner of food and wine excellence.
Among the participating restaurants are some of the most interesting and representative names 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 dish served with kimchi and traditional side dishes and now present with more than 200 locations across Korea, the initiative also involves Bistro Anthro, led by Chef Areum Yoon, who is well known to the general public for her participation in MasterChef Korea 1, Culinary Class Wars 2 and MasterChef Asia 2026, as well as for taking part in the Prosecco DOC Chef Residency Korea held in Milan last July.
Among the personalities involved are also Chef Jang Hanyi, at the helm of the restaurant bearing her name, and Chef Choi Ji Hyung of Leebukbang, featured in the Michelin Guide, both contestants in the acclaimed Netflix series Culinary Class Wars. The participation of these chefs is further evidence of the growing dialogue between Korean haute cuisine and Prosecco DOC, which is increasingly appreciated as a versatile partner for international food pairings.
The programme also includes four masterclasses dedicated to Horeca professionals, sommeliers, buyers and industry specialists, led by experts Sungjin Kwak, Miyeon Hong, Luke Kim and Jaejun Kim. The sessions explore the distinctive characteristics of Prosecco DOC and its potential in food pairings, offering participants a highly qualified opportunity for training and exchange. The masterclasses were held at prestigious venues across the Korean capital, including Mishmash, a traditional and distinctive Korean hanok, CMB Wine Experience, JL Dessert Bar and Negroni Seoul.
Interest in Prosecco DOC continues to grow in the South Korean market. The President of the Consorzio di Tutela del Prosecco DOC, Giancarlo Guidolin, stated: “South Korea is proving to be a dynamic and potentially strategic market for our appellation, as demonstrated by the +9.8% growth in sales recorded between January and April 2026. With the ‘Uncorking Prosecco DOC 2026’ campaign, we aim to consolidate this positioning of excellence and further expand our commercial and distribution opportunities. Through collaboration with more than 35 restaurants, training masterclasses for industry professionals and prestigious partnerships with leading players in fashion and culture, Prosecco DOC presents itself not only as a sparkling wine of exceptional quality, but also as a true ambassador of the modern Italian lifestyle in Korea.”
The Prosecco DOC presence in Seoul also continued through a series of collaborations with major cultural and lifestyle events in the Korean capital.
On 1 September, Prosecco DOC was the protagonist 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 leading figures from the worlds of art and culture, as well as international stakeholders, Prosecco DOC sparkling wines accompanied the guests’ experience, further strengthening the cultural dialogue between Italy and Korea.
The appellation will also 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 moments and activities aimed at buyers, the press, influencers and industry professionals, Prosecco DOC will strengthen its presence among a highly qualified international audience, confirming the natural affinity between its sparkling wines and contemporary fashion and premium lifestyle settings.
Restaurants participating in the “Uncorking Prosecco DOC” campaign: Bellissimo, Bistro Anthro, Borgo Hannam, Cheongdam Manok, CMB Wine Experience, Dining Oeun, EggAndFlour, Entrée by Novotel Ambassador Gangnam, GoBangChae, HanYi Seoul, Jinjak Kakii, JL Dessert Bar, Jumbo Seafood, JustCo Park One, Le Glass, Mishmash, Namag Sanghoe, Negroni Seoul, Ollipepe Gangnam, Ollipepe Gwanghwamun, Ollipepe Pangyo, Ollipepe Yeouido, Perbacco, Ribukbang, Sanho, Seoul Club, Shawnino, Solen, Soul Hanwoo Mapo, Soul Hanwoo Yeoido, TAA, The Kitchen Il Forno Gwanghwamun, The Kitchen Il Forno Yeoksam Centerfield, Truffle d’Alba, Wonhalmoni Bossam.
Photogallery: https://drive.google.com/drive/folders/1f4wS-b6paFaU3fdoxvFKZbyl1cgHLSO7?usp=drive_link
