Nearly fifty wine and agri-food companies from Occitanie, supported by the Sud de France – Occitanie brand, are preparing to explore new markets in Asia. The AD'OCC agency, in collaboration with its offices in Shanghai and Tokyo, is deploying three major operations: the OFF of the Tang Jiu Hui fair in Nanjing, China (October 12-14), a prospecting mission in Thailand and Vietnam (October 26-30), and the Food Experience event in South Korea and Japan (October 23-29). The goal is to revive exports in historical markets and accelerate growth in emerging markets.
In China, despite a 26.7% decrease in wine imports in 2025, the market remains significant for Occitanie wines, ranking as the 10th export market by volume and value. Twenty regional companies will participate in the OFF event at the Ritz-Carlton in Nanjing from October 12-14. AD'OCC will set up a 44 m² Sud de France – Occitanie pavilion, including a dedicated space for award-winning vintages from the Challenge TOP 50 2026. The program also features a masterclass led by trainer Leon Liang, private sales with the COFCO group, and participation in the 'Global Food Happy Shopping' event.
A wine prospecting mission is scheduled for Thailand and Vietnam from October 26-30, involving nine regional companies. These emerging markets show strong growth: the Thai wine market is expanding by approximately 4% annually, while Vietnam's market is projected to grow from 18 to 23 million liters by 2029. France is the leading supplier in both countries. The mission includes professional tastings in Bangkok (October 26), Ho Chi Minh City (October 28), and Hanoi (October 30), along with an exclusive BtoB winemaker dinner at the École Ducasse in Bangkok and a masterclass in Hanoi led by sommelier Le Hoang Khanh Vi.
Nine agri-food companies from the region will participate in the Food Experience in South Korea and Japan from October 23-29. These premium markets, Japan (4th global economic power) and South Korea (13th economic power), are known for their high purchasing power and strong gastronomic culture. The operation, part of Business France's Tastin’France program, combines exhibitions, targeted tastings with buyers, and visits to emblematic retail outlets such as AEON and Shinsegae Gangnam. Culinary demonstrations will be led by Occitanie's ambassador chefs, André and Patric Pachon in Japan, and Jo Woo-Ram in South Korea.
