Over the past week, Australia’s wine industry has made notable advances in deepening its trade relationship with Japan through two key initiatives.
Wine Australia successfully hosted five top-performing Japanese on-premise professionals on a comprehensive tour of Australia’s premier wine regions. This visit aimed to enhance their understanding of Australian wine quality, diversity, and production methods, reinforcing the strong market connections cultivated through prior campaigns.
Simultaneously, the South Australian government secured a high-profile promotional partnership with Rakuten, Japan’s leading e-commerce platform boasting over 100 million users and 1.4 billion members. Running from April through October 2025, coinciding with the World Expo Osaka, the Tasting South Australia campaign on Rakuten features more than 400 South Australian food, wine, and beverage products. This initiative builds on the success of previous campaigns in 2023 and 2024, which collectively generated sales nearing $1.3 million.
Joe Szakacs, South Australia’s Minister for Trade and Investment, highlighted the strategic timing of the campaign: “Leveraging platforms like Rakuten not only boosts sales but also strengthens the reputation of South Australian produce in Japan. Aligning with the World Expo’s global audience maximizes this opportunity.”
The visiting Japanese professionals were selected based on exceptional sales performance during the Discover Australian Wine campaign in late 2024. Their itinerary included visits to Sydney, Hunter Valley, Melbourne, and Yarra Valley, where they engaged directly with winemakers and regional hosts, gaining in-depth insights into the unique characteristics and winemaking philosophies across Australia’s diverse wine regions.
Paul Turale, General Manager Marketing for Wine Australia, remarked, “This visit allowed our guests to connect personally with the people and places behind the wines they promote in Japan. The genuine passion on both sides underscored the authenticity and quality that define modern Australian wine.”
Among the visitors was Chiemi Kinouchi, owner of a specialized Australian wine bar in Kagawa Prefecture. Kinouchi noted the value of revisiting Australian wineries to deepen her knowledge of their distinctive styles and methods. Another participant, Sena Maegawa from Tokyo’s Wine Salon Tabinotsure, contrasted the Hunter Valley’s proud heritage and aging potential of Semillon with Yarra Valley’s innovative spirit and varietal diversity, viewing the latter as a gateway connecting Australia to the broader global wine community.
Hunter Valley’s Tyrrell’s winery CEO Chris Tyrrell emphasized the importance of cultural engagement: “Japan remains a vital export market. These visits enable buyers to experience firsthand the unique qualities of Hunter Valley wines, something only possible through direct interaction.”
Thomas Wines’ Managing Director and Head Winemaker Andrew Thomas echoed this sentiment, stressing the alignment between Japanese appreciation for craftsmanship and the provenance-driven approach of their wines. “Such visits allow us to share not only our products but also the stories behind them.”
This trade engagement follows a year marked by intensified activity in the Japanese market, including the Australian Wine Japan Roadshow held in April 2025, underscoring Australia’s ongoing commitment to expanding its presence and influence within Japan’s dynamic wine sector.
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