#South Korea #Seoul #Prosecco DOC #Italian Lifestyle

Prosecco DOC Introduces 'Uncorking Prosecco DOC 2026' in Seoul

Prosecco DOC has officially launched its latest campaign titled "Uncorking Prosecco DOC 2026" in the bustling city of Seoul, South Korea. This initiative marks a significant step in making authentic Italian experiences accessible to Korean consumers, particularly within the vibrant culinary scene of the city.

The campaign, spearheaded by the Prosecco DOC Consortium, is rooted in values of hospitality, community, and the joy of living richly. In a market that is increasingly leaning toward premium lifestyle experiences, this campaign aims to introduce locals to the comforting charm of Italy through its renowned sparkling wine.

Seoul, recognized for its sophisticated culinary preferences, is perfect for showcasing Prosecco DOC's versatility. The campaign kicked off with a vibrant launch event at Conrad Seoul on August 31, allowing guests to engage in tastings that paired Prosecco with an array of Korean delicacies. Some of Italy’s top wineries, including Biasiotto, La Gioiosa, and Torresella, are directly participating in this initiative, with their wines being featured in over 35 leading restaurants and bars across the city. These selected venues offer specially curated dining experiences designed to complement both traditional Korean dishes and popular Italian cuisines.

Among the notable names in Seoul's dining scene participating in the campaign is Won Grandma Bossam, a long-established Korean restaurant specializing in bossam, which is highly regarded for its rich flavors that pair beautifully with Prosecco. Other participants include Bistro Anthro, led by Chef Areum Yoon, a familiar name in the culinary scene through various cooking shows. Additionally, Chef Jang Hanyi of HanYi Seoul and Michelin-starred Chef Choi Ji Hyung from Leebukbang are also part of this collaborative effort, which illustrates the exciting intersection of Korean fine dining and Italian wine culture.

To further bolster the initiative, Prosecco DOC has organized four masterclasses tailored for hospitality professionals, sommeliers, and wine buyers. Held at prominent locations such as Mishmash and CMB Wine Experience, these educational opportunities are designed to amplify awareness of Prosecco DOC's unique qualities and its adaptability in food pairings. Key speakers leading these informative sessions include experts in the field, which promises an enriching experience for attendees eager to expand their knowledge.

The enthusiasm for Prosecco DOC in South Korea is on an upward trajectory, with sales reportedly increasing by 9.8% in early 2026 alone. Giancarlo Guidolin, the President of the Prosecco DOC Consortium, emphasized the importance of engaging in cultural exchanges, highlighting how the campaign seeks to solidify Prosecco DOC as more than just a wine, but as a cultural ambassador representing Italy’s modern lifestyle.

Culminating in significant collaborative efforts, the Prosecco DOC initiative has expanded its branding beyond restaurants and into cultural events, most notably at the recent "Italy at Frieze Seoul – The Golden Trace" where Prosecco complemented the artistic gathering. Furthermore, Prosecco DOC is set to feature as the Official Sparkling Wine Partner for the upcoming 'Milan Loves Seoul' during Seoul Fashion Week, promising dedicated tastings and networking activities targeting influencers and decision-makers in the fashion industry.

The restaurants and bars participating in this campaign include renowned venues like Bellissimo, Leebukbang, and The Kitchen Il Forno, showcasing a variety of experiences where tradition meets modernity.

Prosecco DOC aims not only to captivate the palates of Seoul's diners but also to forge a lasting connection that bridges cultures through wine. With its commitment to premium quality and an engaging Italian lifestyle narrative, Prosecco DOC continues its journey as a symbol of conviviality and refined living in one of Asia's most exciting markets.