The Chianti wine Consortium is set to embark on a strategic promotional journey, the Chianti Lovers Asian Tour 2026, taking place from September 14 to 20. This initiative aims to deepen the connection between Italian winemaking tradition and the dynamic gastronomic landscapes of Asia through a series of dedicated tasting events in 15 prestigious restaurants across Tokyo and Shenzhen.
The essence of pairing
By bringing labels directly to the dining table, the project seeks to showcase the versatility of the Chianti PDO. Giovanni Busi, President of the Consortium, emphasizes that wine is fully understood only when it meets a dish and becomes part of a broader experience. This promotional strategy targets both high-end Italian-inspired venues and diverse local food concepts, particularly in the Chinese market, to experiment with new and innovative pairings.
Connecting cultures in Japan and China
In Tokyo, in collaboration with the Italian Chamber of Commerce in Japan (ICCJ), ten restaurants—including Clima di Toscana, Giglio, and Osteria Totto—will feature specific Chianti selections throughout the service week. Meanwhile, in Shenzhen, the experience will expand further. Starting with a press dinner at Notti, the tour will reach five locations in the Futian and Nanshan districts, such as Gem Garden and Yoru. Here, the renowned Tuscan wine will be paired not only with Italian classics but also with Chinese and Japanese cuisines and French-inspired menus, proving Chianti’s ability to adapt to diverse global palates while maintaining its distinct Tuscan identity.