TREVISO, Italy, Sept. 9, 2026 /PRNewswire/ — Prosecco DOC has brought a taste of the Italian lifestyle to Seoul’s vibrant culinary scene with their new campaign, “Uncorking Prosecco DOC 2026.” Led by the Prosecco DOC Consortium, the initiative introduces Korean audiences to a vision of Italy rooted in hospitality, togetherness and the pleasure of living well.
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These values resonate strongly in South Korea, a sophisticated market with a growing appetite for premium lifestyle experiences and a deep appreciation for rich social gatherings, shared moments and the discovery of new flavors and cultures. In this setting, Prosecco DOC offers Korean consumers an accessible yet refined way to experience the authentic Italian lifestyle.
Through the “Uncorking Prosecco DOC” campaign, Prosecco DOC reaffirms its role as a cultural ambassador for Italy around the world. Accessible yet elegant, contemporary yet deeply rooted in tradition, Prosecco DOC brings together taste, style and identity while sharing the story of its place of origin with audiences worldwide.
The program kicked off on August 31 with an opening event at Conrad Seoul, where guests explored the versatility of Prosecco DOC through tastings paired with Korean cuisine. Six Italian wineries-Biasiotto, La Gioiosa, La Marca, Serena Wines 1881, Tenuta Santomè and Torresella-are participating in the initiative. Through September 13, their wines will be featured at more than 35 of Seoul’s leading restaurants and bars as part of specially curated dining experiences designed to complement traditional Korean specialties as well as Italian cuisine, which has long been popular in the country. Together, these pairings create a dialogue between cultures and flavors centered on culinary excellence.
Participating venues include some of the most notable names on Seoul’s dining scene. Among them is Won Grandma Bossam, an iconic Korean restaurant brand founded in Seoul in 1975 and recognized as one of the country’s leading specialists in bossam, the celebrated pork dish served with kimchi and traditional side dishes. The brand now operates more than 200 locations across South Korea. Also participating is Bistro Anthro, led by Chef Areum Yoon, known to audiences for appearances on MasterChef Korea 1, Culinary Class Wars 2 and MasterChef Asia 2026. Yoon also participated in the Prosecco DOC Korea Chef Residency held in Milan this past July.
Other participating culinary figures include Chef Jang Hanyi, who leads the restaurant HanYi Seoul, and Chef Choi Ji Hyung of Michelin Guide-listed Leebukbang, both contestants on the popular Netflix series Culinary Class Wars. Their involvement reflects the growing dialogue between Korean fine dining and Prosecco DOC, which is increasingly valued as a versatile partner for international food pairings.
Story Continues
The program also features four masterclasses for hospitality professionals, sommeliers, buyers and other members of the wine trade, led by experts Sungjin Kwak, Miyeon Hong, Luke Kim and Jaejun Kim. The sessions explore Prosecco DOC’s distinctive characteristics and its versatility with food, giving participants an opportunity for expert-led education and exchange. The masterclasses were held at prominent venues across Seoul, including Mishmash, located in a traditional Korean hanok, CMB Wine Experience, JL Dessert Bar and Negroni Seoul.
Interest in Prosecco DOC continues to grow across South Korea. Giancarlo Guidolin, President of the Prosecco DOC Consortium, said: “South Korea continues to stand out as a dynamic market with strong strategic potential for Prosecco DOC, as demonstrated by the 9.8% increase in sales recorded from January through April 2026. Through the ‘Uncorking Prosecco DOC 2026’ campaign, we aim to strengthen our premium positioning and further expand commercial and distribution opportunities. By collaborating with more than 35 restaurants, offering educational masterclasses for members of the trade and building high-profile partnerships across fashion and culture, Prosecco DOC is establishing itself not only as a sparkling wine of exceptional quality, but also as a true ambassador of the modern Italian lifestyle in South Korea.”
Prosecco DOC’s presence in Seoul has also extended to a series of collaborations with leading cultural and lifestyle events in the South Korean capital.
On September 1, Prosecco DOC was featured at “Italy at Frieze Seoul – The Golden Trace,” an event organized by the Embassy of Italy and the Italian Cultural Institute in conjunction with the prestigious international art fair Frieze Seoul. The event brought together leading figures from the art and cultural communities as well as international stakeholders. Prosecco DOC accompanied the guest experience, helping strengthen the cultural dialogue between Italy and South Korea.
Prosecco DOC will also return as the Official Sparkling Wine Partner of the third edition of “Milan Loves Seoul,” an initiative promoting exchange between Italy and South Korea through fashion, creativity and innovation during Seoul Fashion Week. Through dedicated tastings, networking opportunities and activities for buyers, media, influencers and industry professionals, Prosecco DOC will expand its presence among an influential international audience and reinforce the natural connection between its sparkling wines and the contemporary worlds of fashion and premium lifestyle.
Participating Restaurants and Bars
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, Leebukbang, Mishmash, Namag Sanghoe, Negroni Seoul, Ollipepe Gangnam, Ollipepe Gwanghwamun, Ollipepe Pangyo, Ollipepe Yeouido, Perbacco, 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 and Wonhalmoni Bossam.
Photogallery:
https://drive.google.com/drive/folders/1f4wS-b6paFaU3fdoxvFKZbyl1cgHLSO7?usp=drive_link
About Prosecco DOC
The Prosecco DOC Consortium (Consorzio di Tutela della Denominazione di Origine Controllata Prosecco) was established in 2009 to coordinate and manage Prosecco DOC production. The organization unites the different groups of manufacturers—wineries, individual and associated vine-growers, wine producers and sparkling wine houses—to safeguard the quality of Prosecco and promote the wines to consumers worldwide. Every bottle of Prosecco DOC can be identified by the State label on the neck as a guarantee of authenticity. In 2020, the Prosecco DOC Rosé category was approved, leading to a new area of growth for the Consortium. The Prosecco DOC Consortium remains focused on the continued growth of the denomination and that production regulations are always complied with. For more information about Prosecco DOC and the Consortium, visit https://www.prosecco.wine/en/
Cision
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