Sipping Through Seoul (Again!): 2025 Seoul Wine & Spirits Expo

The Seoul International Wines & Spirits Expo (SIWSE) returned to COEX Exhibition Center June 26-28, 2025 and Kcrush was able to gather amongst professionals and enthusiasts and enjoy an easier-to-navigate experience once again. The annual event leaned heavily toward business exchanges than leisure tastings this year, offering a noticeably different energy compared to 2024’s atmosphere. I think it’s best that I provide some context so that it doesn’t appear that I’m nitpicking.

First, this year featured around 80 exhibitors, a noticeable reduction from last year, but made up for this with opportunities to learn about unique wineries and vendors. And even though the crowd was still large, there were also less people on the floor. The rows of vendors were easier to navigate but lacked some of the vibrant push-and-pull of discovery that comes with higher attendance. A contributing factor may have been that another expo was held in the same building for two of the three days, but it could also be because the beer scene was nonexistent.

Next, the attendee demographics also reflected a shift. While 2024’s expo welcomed a wider international presence, this year’s visitors were predominantly Korean, with most appearing to be in their late 20s to early 40s. Finally, the local professional turnout – something that definitely improved from 2024 – gave the event a sharper, more industry-driven atmosphere, showing how South Korea continues to define its own place in the global wine and spirits market.

Regardless, for a wine educator and fan like me, SIWSE 2025 still delivered plenty to explore. Instead of rows dominated by wines and spirits alone, we encountered glassware (and bought a unique set from a moscato vendor in less than 10 minutes on the exhibit floor on the first day!), wine storage solutions, packaging, and even shipping technologies. This gave the event a more transaction-oriented tone, with clear attention on the needs of distributors, importers, and business buyers. It was a behind-the-scenes experience I hadn’t had in the wine industry and genuinely enjoyed.

I was fortunate to have my husband, Maximiliano “Max” Borjon, join me again in covering the expo this year. Max supported the experience by collecting video interviews, helping us document not just the products, but the people and stories behind them. Together, we had the opportunity to engage with brands who generously shared their time and expertise. They seemed to really enjoy that we did this together! Notable highlights included conversations with Master Tardan and Shabo Winery, Matsuishuzo, Coreanos, Gongboocha Bakery Tea House, MEgori distilled soju, Siragida, WPER Wine, and Liliac the Wine of Transylvania. Their willingness to speak about their processes, philosophies, and products enriched the expo experience and gave us insight into the evolving landscape of global and Korean beverage culture.

While the 2025 Seoul International Wines & Spirits Expo may have been smaller in size and quieter in atmosphere, it emphasized the depth of Korea’s wine and spirits industry and its ties to the global market. I hope that its continuation in Busan later this year remains a window into both tradition and innovation!

Ashley Borjon, Host & Historian

Ashley is a content creator, educator, and public speaker. As an authority on the Hallyu phenomenon, she has collaborated on projects and events with various domestic and international companies and brands as a music historian. As the host of An Album a Day, she leads an English-language podcast promoting commentary on South Korean pop music. Learn more about her at https://www.a3daypodcast.com

 

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