Ningxia wines set to boost outreach

"This year, we've seen a shift in the potential distributors we've connected with — from quantity to quality — engaging with those willing to actively promote wines from the Helan region," she added.

The momentum generated by these government-led initiatives is now being carried forward by businesses, whose optimism for overseas markets is palpable.

"We are bullish about the Southeast Asian market, which represents a crucial platform for Ningxia wines going global," said Zhang.

The optimism comes from two key advantages. The first is solid quality. The second is that their distinctive varieties offer rich fruit aromas and fine tannins that pair exceptionally well with Southeast Asian cuisine, she said.