ProWine International Wine Exhibition

China Ningxia Helan Mountain International Wine Co., Ltd. is dedicated to promoting high-quality wines from the Ningxia Helan Mountain East Foothill region. As the general agent for the "Helan Hong" brand in Hong Kong and Macau, the company collaborates with well-known wineries like Huahao, Lilan, Yuanshi, and Zhenshan to create a wine brand cluster centered around the Helan Mountain East Foothill.

Helan Hong Winery is a renowned state-owned winery and a leading enterprise in Ningxia's wine industry, adhering to a philosophy of quality and consumer focus to craft high-quality wines with excellent value. Lilan Winery is the first winery in Ningxia to receive organic certification, utilizing gravity-fed techniques and dry ice cold maceration to respect terroir expression and produce high-quality Chinese wines.

Yuanshi Winery is a pioneer in the integrated development of the Chinese wine industry, combining wine and tourism to allow visitors worldwide to experience the charm of Chinese wines. The winery embodies the Chinese philosophy of harmony between nature and humanity, creating Ningxia terroir wines that are "elegant, balanced, and smooth." 

The China wine exhibition area generated significant interest, with chef Logen Hester stating, "Every time I taste Chinese red wine, I'm excited. Chinese wine is fresh to the world, but its terroir is ancient. Hong Kong consumers have great insight into wine tasting, and many Chinese red wines of high quality are found here." 

Alan Yuen, director of China Ningxia Helan Mountain International Wine Co., Ltd., noted that many Hong Kong restaurateurs have shown a demand for Chinese wines, and the exhibition has greatly encouraged them. 

At the China wine exhibition area, many wine enthusiasts specifically came to taste Marselan. Up-Chinese Wine (UCW) collaborated with nine Chinese wineries to showcase premium Marselan from four Chinese wine regions, presenting the diverse styles of Chinese Marselan, including those from Ningxia’s Zhenshan and Huahao. 

Marketing the Stories of the Wine Region
Alan Yuen shared new marketing insights: "Wine sales cannot just focus on price; consumers must understand the soul of the region." He emphasized the importance of organizing winery tours and regional explorations to let international wine lovers experience the unique terroir at the foot of Helan Mountain. Currently, over 130 wineries have been established in the Ningxia region, forming a complete industrial chain of cultivation, winemaking, and wine tourism. 

Recent Wine Tourism Destinations in Hong Kong
Alan Yuen highlighted Ningxia's tourism advantages: "It only takes 3.5 hours to fly from Hong Kong to Ningxia, making it on of the closest established wine region to Hong Kong." The local government is actively promoting the development of the "purple industry," linking wineries with cultural attractions. As a key location on the ancient Silk Road, Ningxia has a rich historical and cultural heritage, featuring historical sites like the Helan Mountain rock paintings and Western Xia tombs, and is known as the "hometown of stars" due to its excellent stargazing conditions. The local government is promoting the integration of purple tourism, combining winery experiences with cultural tourism resources to create unique cultural tourism models. 

Leveraging the Hong Kong Platform for International Reach
Ken Yuen, manager of China Ningxia Helan Mountain International Wine Co., Ltd., revealed the brand's promotional strategy for this year. He stated, "Vice Chairman of the National Committee of the Chinese People's Political Consultative Conference, Leung Chun-ying, has encouraged Hong Kong to play the role of 'the last mile' connector. We will fully utilize Hong Kong's advantages as an international window to introduce Ningxia's high-quality wines and unique terroir culture to global consumers."

This year, the Helan Hong brand has launched several important market expansion initiatives: in Macau, the company has reached a strategic cooperation agreement with Wynn Group to promote Ningxia wine culture together; in Hong Kong, the brand is collaborating with Poly Auction to host wine tasting events that cleverly integrate traditional Chinese culture and art with wine tasting experiences, offering unique cultural enjoyment for high-end clients. 

Also, the company is actively participating in international events such as the Hong Kong Wine and Dine Festival and the Hong Kong International Wine Fair, allowing more overseas wine enthusiasts to learn about the Ningxia region. Ken Yuen mentioned plans for a Ningxia Wine Carnival in Hong Kong this year, aiming to deepen Hong Kong consumers' awareness of Ningxia wines through immersive experiences.