The Prosecco DOC Consortium has strengthened its presence in Asia with a packed calendar of immersive events: from the “Prosecco DOC Garden” at the foot of the Tokyo Skytree to the prestigious “Italian Fair” at Hankyu in Osaka, and official participation in the Vinexpo Asia trade show in Hong Kong.
TOKYO / OSAKA / HONG KONG – The Prosecco DOC Protection Consortium completed an ambitious promotional plan in the Asian market in May 2026, with a strategic focus on Japan and a significant expansion into Hong Kong. The goal: to consolidate brand recognition and stimulate a market highly coveted by every producer through direct engagement with consumers (B2C), industry professionals (B2B), and high-profile partnerships. Highlights of this season include the opening of an exclusive urban garden at Tokyo Skytree, structured participation in the renowned Hankyu Italian Fair in Osaka, and a presence at Vinexpo Asia, the leading trade show for the sector in Greater China, enhanced by exclusive off-site events organized by Prosecco DOC.
“Japan continues to be one of the most demanding, vibrant, and promising markets for our sparkling wines—a stage where Italian quality and lifestyle find an extremely discerning and knowledgeable audience,” comments Giancarlo Guidolin, President of the Prosecco DOC Consortium. “Our strategy for 2026 aims to transform brand recognition into a deep experiential connection. Through synergy with institutions, such as the ICE Office in Tokyo, and the collaboration of 25 of our wineries, we sought to showcase not just a wine, but the authenticity of a region and the versatility of a product that pairs perfectly with international cuisines, as also demonstrated by the side events in Hong Kong during Vinexpo Asia.”
Japan: Immersive Experiences in Tokyo and Osaka
The heart of B2C activities took place between May 20th and 25th.
- Prosecco DOC Garden Tokyo Skytree (May 22–24): A sophisticated urban garden was set up in Solamachi Plaza, at the foot of the iconic Tokyo Skytree. Here, guests could enjoy Prosecco DOC by the glass or by the bottle, guided by Ambassador and bartender Hiro Nagashima, paired with finger foods that blended Italian and Japanese traditions, such as fried fish and Wagyu cutlets.
- Hankyu Umeda Osaka (May 20–25): On the occasion of the “Italian Fair,” one of the most anticipated annual events, the Consortium participated with a pop-up store inside the prestigious Hankyu Umeda flagship store in Osaka, which opened in 1929. In addition to direct sales, the space hosted seminars and talks dedicated to the Italian aperitif ritual, featuring tastings of sparkling wines from Veneto and Friuli, as well as original interpretations of the Spritz created in collaboration with Campari Japan.
Expansion in Hong Kong: A Stop at Vinexpo Asia
From May 26 to 28, Prosecco DOC took center stage in Hong Kong at Vinexpo Asia, participating with a 45-square-meter institutional booth and hosting tastings and business meetings with international buyers.
The program in Hong Kong also included:
- Masterclasses and Training: On May 26, Debra Meiburg MW, Eddie Nara, and a consortium representative led a training session dedicated to the versatility of Prosecco DOC in mixology.
- Media Dinner “Sparkling Dialogue: East Meets West”: An evening designed to highlight the extraordinary versatility of Prosecco DOC through a pairing experience featuring Italian-Japanese dishes and creative cocktails from Aqua, an iconic restaurant overlooking the Hong Kong skyline.
- Junk Party “From Venice to Victoria – A Prosecco DOC Voyage” on Victoria Harbour: an exclusive event aboard a traditional junk boat, specially branded with Prosecco DOC for the occasion, welcomed industry professionals to an immersive experience featuring tastings of the appellation’s wines and picturesque views of the Hong Kong skyline.
A Comprehensive Strategic Plan
In addition to major events, 2026 saw Prosecco DOC embark on a roadshow with Chef Tsutomu Ochiai, a pioneer of Italian cuisine in Japan, which made a stop in Hiroshima. Cultural collaborations also continued with the Miho Project in Kyoto and the Pocko Japan art platform in Tokyo. Finally, the tenth edition of “Prosecco Month” is scheduled for August, involving approximately 250 restaurants and wine shops across Japan to promote by-the-glass consumption.
These initiatives are supported by a robust production structure that today encompasses over 28,000 hectares of vineyards and more than 12,000 producers—including winegrowers, winemakers, and sparkling wine producers—based in Veneto and Friuli Venezia Giulia, united in the protection of a global symbol of the Italian lifestyle.
PARTICIPATING WINERIES
Anna Spinato Winery, Astoria Wines, Borga since 1940, Borgo Molino, Bosco del Merlo, Bosco Viticultori, Bottega, Ca’ di Rajo, Cantine Maschio, Casa Vinicola Abbazia, Col De Mar, Il Colle, Italian Wine Brands, La Cantina Pizzolato, La Gioiosa, La Jara, La Marca, Le Colture, Le Contesse, Le Rughe, Luca Ricci, Masottina, Montelliana, Mionetto, Perlino, Porta Leone, Ruggeri, San Simone, Santero, Serena Wines 1881, Terre dei Buth, Torresella, Val D’Oca, Villa Sandi, Viticoltori Ponte.
