About Buyers Marketplace Asia Edition 2025

As an extension of the Global Buyers Marketplace that takes place in Napa Valley, California Wines is bringing the Asia Edition of the Buyers Marketplace to Seoul this September, bringing together a select group of wine buyers from North Asia, Greater China, and Southeast Asia. 
More than 50 California wineries will pour wines for a curated audience of importers, distributors, sommeliers, and retail buyers who are actively seeking to expand and diversify their California wine selections. All wines will be Asia export focused, with wineries actively seeking for new representation. For buyers, it's a chance to discover new producers and deepen relationships with existing partners. For wineries, it's an opportunity to showcase their portfolio to a global audience, build direct connections, and open new markets. Through one-on-one networking and focused tastings, the Buyers Marketplace is designed to create meaningful conversations and lasting relationships.
The conference consists of a 2-day session with California Wines masterclasses, Grand Tastings, and dinners.

Event Schedule

JW Marriott Seoul

All dayGuests arrive and check-inJW Marriott Seoul
17:00-20:00Optional Welcome ReceptionDevil's Door
08:30Doors Open & Buyers RegistrationSalons 2 & 3, 5/F
09:00-10:00Welcome session by California Wines: What Makes California Unique (Mandatory attendance)Salons 2 & 3, 5/F
10:00-13:00Grand Tasting & MeetingsGrand Ballroom, 3/F
11:30-13:00New Strengths: California Sparkling and Other Whites Seminar by Elaine Chukan Brown (Registration needed)Salon 1, 5/F
12:00-14:30Lunch ServedSalons 4 & 5, 5/F
14:00-17:00Grand Tasting & MeetingsGrand Ballroom, 3/F
14:00-15:30Beaune in the USA Seminar by Evan Goldstein MS (Registration needed)Salon 2, 5/F
17:00Doors CloseGrand Ballroom, 3/F
17:15Meet in Lobby for ShuttleLobby
17:30Shuttles depart for DinnerEntrance
18:00Buyers & Wineries DinnerThe Ambassador Seoul - A Pullman Hotel
21:00Dinner ends and shuttles back to hotel
08:30Doors Open & Buyers RegistrationSalons 2 & 3, 5/F
09:00-10:00Panel Discussion: The State of the Wine Industry in Asia (Mandatory attendance)Salons 2 & 3, 5/F
10:00-13:00Grand Tasting & MeetingsGrand Ballroom, 3/F
11:30-13:00An Immersive in California Cabernet Sauvignon Seminar by Evan Goldstein MS (Registration needed)Salon 1, 5/F
12:00-14:30Lunch ServedSalons 4 & 5, 5/F
14:00-17:00Grand Tasting & MeetingsGrand Ballroom, 3/F
14:00-15:30Leading Innovation Seminar by Elaine Chukan Brown (Registration needed)Salon 2, 5/F
17:00Doors CloseGrand Ballroom, 3/F
17:15Meet in Lobby for ShuttleLobby
17:30Shuttles depart for DinnerEntrance
18:00Buyers & Wineries DinnerSamwon Garden
21:00Dinner ends and shuttles back to hotel

Guests depart Seoul

What to expect

50

Producers

100

Buyers

10+

Countries

Seminars

Enhance your expertise with our seminars led by industry professionals, offering a deeper dive into California wines, regional nuances, and emerging trends.

Registration is needed for optional seminars at 11am and 1:30pm, and each buyer is allowed to register for a maximum of two sessions due to limited capacity.

Please note that the 9am sessions are mandatory for all buyers and no registration is required.

Register now

For Buyers

Key buyers from around the world are hand-picked by California Wines international representatives to travel to California for this exclusive tasting event. Invited buyers will be given a password to access a comprehensive Buyer Information Guide (coming soon) featuring the full itinerary, winery lineup, travel details, and everything you need to plan your visit.

Read Buyer Information Guide

For Winery Exhibitors

Showcase your wines to influential Asia buyers in an intimate, trade-focused setting. This is a unique opportunity to build meaningful relationships, increase visibility for your brand, and place your wines directly in front of key decision-makers in the industry.

Networking & book meetings with buyers

GBM Napa in Pictures

Explore highlights from past Global Buyers Marketplace events and see the connections, tastings, and industry moments that define the experience.

Capstone California

Level Up Your California Wine Knowledge

Presented by Wine Institute

Capstone is California’s premier wine certification program, designed for both professionals and wine enthusiasts. With four levels of study, it covers everything from geography and viticulture to producers, the wine business, and more. Developed by leading global experts, the multilingual curriculum offers a comprehensive path from novice to expert.

Take the Intro