Popşoi praised the efforts to promote the “Vinul Moldovei” brand in China, stressing that the positive export dynamics reflects the quality of Moldovan products.
During the meeting, the results of cooperation between Milestii Mici and Lanci company, which has been the exclusive distributor of Moldovan wines in China since 2017, were highlighted. The company representatives mentioned that more than 2 million bottles of Milestii Mici wines were sold on the Chinese market, and this brand has become one of the most famous Moldovan wines in China.
The distributors of Mileștii Mici noted the growing interest of Chinese consumers in wines from Moldova. Lanci has established a national distribution network with more than 400 offline outlets, including shopping malls, specialty stores and the HoReCa sector, and promotes the wines on major online platforms in China.
The sides also discussed the challenges in the export process, as well as the possibilities to expand economic and trade cooperation, emphasizing the importance of interaction between Moldovan producers and Chinese partners to take advantage of the opportunities offered by the Asian market.
At the same time, the company is currently conducting a campaign to promote the Mileștii Mici brand in Shanghai, Chengdu and Shenzhen, broadcasting images and videos on landmark buildings. The six-month campaign aims to strengthen the visibility of Moldovan wines and position them in the premium segment of the Chinese market.
Customs duties need to be adjusted
Earlier, during his visit to the People’s Republic of China, Mihai Popşoi in Beijing, at a meeting with the Deputy Minister of Commerce of the People’s Republic of China (PRC), Lin Ji, asked the Moldovan side to study the possibility of adjusting the customs duties applied to Moldovan wines, in order to expand their presence on the Chinese market.
In 2025, $2.7 million worth of bottled wines were shipped to China, 33% less than a year earlier. However, at the same time, China ranked 9th among the largest consumers of Moldovan wine products.
