Wines of Portugal Toast to Excellence at Expo 2025 Osaka - The Portugal Pavilion at Expo 2025 Osaka welcomed ViniPortugal.

The Portugal Pavilion at Expo 2025 Osaka welcomed ViniPortugal, an interprofessional association dedicated to promoting Portuguese wines worldwide. Held on June 21 and 22, the initiative offered international visitors a unique opportunity to discover the diversity, quality, and authenticity that define Portuguese wines.
Seven national producers — José Maria da Fonseca, Mainova, Multiwines, Niepoort, Quinta Vale d’Aldeia, Sociedade dos Vinhos Borges, and Soito Wines — took part, representing different wine regions and highlighting the richness and breadth of Portugal’s winemaking tradition.

"The Asian market is very important for Wines of Portugal, both in terms of current sales and future growth potential, especially for higher value-added wines," said Frederico Falcão, President of ViniPortugal.

"During our visit to Osaka, we saw that the Portugal Pavilion attracts not only Japanese visitors, but also people from other Asian countries. With our presence at Expo 2025, we were able to reach more than 500 people of various nationalities.

ViniPortugal’s participation is part of a broader strategy to strengthen the Wines of Portugal brand in the Asian market, where the association has been developing promotional actions in countries such as Japan, South Korea, and China.

"This initiative at the Portugal Pavilion greatly helped to reinforce Portugal’s image as a producer of excellent wines. Actions like this — alongside many others — allow us to grow exports, promote higher-value wines, and contribute to the economic sustainability of the sector," Falcão added.

Over the course of two days, Expo visitors were invited to taste a special selection of Portuguese wines and to delve into the history and know-how that make Portugal a world-class wine destination.

In 2024, Portugal exported around €965.8 million worth of wine, with growing interest from Asian markets. Countries such as Japan, China, and South Korea have shown increasing demand for premium Portuguese wines, reflecting ongoing international promotional efforts and the rising appreciation for Portuguese offerings.