In 2016 was held the 8th edition of the ambitious and highly successful Wine&Dine Festival in Hong Kong. Fully owned and organized by the city’s Tourism Board, the festival has become the signature event for the city and is considered the best consumer food event in Asia. Here are some keys to this success “made in Hong Kong.”
With over seven million inhabitants in a city of 1,104 km², the city of Hong Kong currently has one of the highest population densities in the world. But nothing is impossible for the Hong Kong administration, and the great success of the Wine&Dine Festival is the perfect example.
Every year in October, approximately 150,000 people attend the four-day event held in Hong Kong’s Central Harbourfront to celebrate the world’s finest flavors. The initial idea was the result of a benchmarking of Bordeaux’s Fête le Vin Festival. While the event was initially focused in 2009 on wine tasting and wine pairing with Chinese cuisine, it has now become a lifestyle event with a great cultural program, concerts and parties.
Organized in “country pavilions”, exhibitors from foreign countries representing great food & wine regions bring along their local distributors, chefs or brand representatives. Countries such as Australia, Japan, Spain and even Georgia have already signed up to showcase their cuisine at the Festival through wine associations or tourism boards.
After paying a basic admission fee, visitors then buy food & nonalcoholic beverages directly from the vendors through cash purchases. For the wine, beer and whisky stalls, customers can purchase a “Wine Pass” to enjoy wine tasting and gain access to the wine producers. Prices for the passes range from €22 (HK$200) to €67 (HK$600). This pass also enables the organizers to make sure that patrons are of legal drinking age. The financial model of the festival is based on the ticket sales, booth rental fees for exhibitors, and sponsorships.
While sales are not the key business objective for most of the exhibitors, they are fully compensated by the great press coverage and the opportunity to meet potential customers and business associates.
For Hong Kong administration, which provides the main financial support for the festival, the Wine&Dine Festival is a way to highlight Hong Kong as the wine hub and culinary capital of Asia. Mason Hung, Manager of the Hong Kong Wine&Dine Festival, is very proud of all that has been accomplished in so little time “Our event is relatively new, as 2016 will be our 8th edition, and our current priority is to build up the event as the best wine & dine festival in Asia. The happiest moment for me is seeing patrons leaving our event with a smile on their face.”
The relationship created with Bordeaux is truly enriching for both cities. The opportunity is now available for other Délice cities and partners to strengthen their visibility in Hong Kong at the Wine&Dine Festival. This is an excellent opportunity to showcase your food, wine and culture in Hong Kong, Asia’s World City.
Wine&Dine Festival 2017: October 26th to 29th
More information at: hkwineanddinefestival.com