Ep. 2781 China’s Wine Market: From Misleading Import Numbers to Today’s Consumer with Fongyee Walker MW - Part 2 | Asia Wine Market

Welcome to the Asia Wine Market and Episode 2781 of the Italian Wine Podcast. In this episode, Roza Zharmukhambetova is once again in conversation with China-based wine educator and consultant Fongyee Walker MW.

In Part 2, the conversation explores the evolving role of wine education in China, from the changing motivations of wine learners to the growing influence of digital platforms and social commerce. Fongyee also shares her insights into wine pairing with Chinese cuisine, communicating wine heritage and regional identity to Chinese consumers, and building sustainable, long-term wine brands in the Chinese market.

Key Takeaways:

Understand Market Realities: Track how the Chinese wine market has transformed over the past two decades and where true growth opportunities lie today.

Decode Consumer & Culinary Psychology: Learn how Chinese wine lovers actually think about wine, wine education, premiumization, and family-style food pairing.

Execute Actionable Strategies: Discover practical, budget-conscious strategies for wineries seeking long-term success through storytelling, local relevance, and cultural understanding.

Listen to Part 1 of their conversation: https://www.italianwinepodcast.com/Episodes/ep-2770-chinas-wine-market-from-misleading-import-numbers-to-todays-consumer-with-fongyee-walker-mw-part-1-asia-wine-market/

More about today’s guest:

Fongyee Walker MW is one of the world’s leading authorities on the Chinese wine market and the first Master of Wine based in mainland China. She became an MW in 2016 and is the co-founder of Dragon Phoenix Wine Consulting, one of China’s most respected independent wine education and consulting companies.

Fongyee developed her passion for wine while studying Classical Chinese at the University of Cambridge, where she captained the university’s blind wine tasting team. In 2007, she moved to Beijing and co-founded Dragon Phoenix Wine Consulting with Edward Ragg MW, helping shape China’s wine education landscape through training, consulting, and market development.

A specialist wine educator and consultant in both English and Mandarin, Fongyee is also a highly regarded international wine judge, regularly serving on panels for competitions and wine shows in Australia, Chile, South Africa, and the International Wine Challenge (IWC).

Connect:

Instagram: https://www.instagram.com/fongyeew/

LinkedIn: https://www.linkedin.com/in/fongyee-walker-mw-1426514/

More about the host:

Roza Zharmukhambetova has a background in foreign languages and education. She discovered her passion for wine in Beijing, where she gained two years of experience in wine sales. Since returning to Kazakhstan, she has focused on studying Italian wine and exploring its regions. Roza holds certifications as an Italian Wine Ambassador (VIA), Italian Wine Scholar (WSG), Langhe Wines Ambassador (BBA), and Valpolicella Wine Specialist (VEP). She is also a member of the Kazakhstan Sommelier Association. Since the end of 2024, she has been a member of the Italian Wine Podcast (IWP) team, contributing her passion for Italian wine.

Connect:

Instagram: https://www.instagram.com/le_vin_en_rose/

LinkedIn: https://www.linkedin.com/in/rozazharmukhambetova/

_______________________________

Let's keep in touch! Follow Italian Wine Podcast on our social media channels:

Instagram: https://www.instagram.com/italianwinepodcast/

Facebook: https://www.facebook.com/ItalianWinePodcast

LinkedIn: https://www.linkedin.com/company/italianwinepodcast

Tiktok: https://www.tiktok.com/@mammajumboshrimp

Youtube: https://www.youtube.com/@mammajumboshrimp

Until Next Time Cin Cin!