Gelu CHEN, Importer of Romanian Wines in China, at FERM 2025: “No one told me to promote Romania – I do it out of love and respect”

REGIONAL ECONOMIC FORUM MOLDOVA 2025

19th Edition – Vatra Dornei, July 9–13, 2025

Thematic Panel:

Positioning Moldova in the Romania – China Economic Partnership

Speaker:

Gelu Chen – Importer of Romanian Wines in China

Topic of the Intervention:
“Direct Experience on the Chinese Market – Challenges and Perspectives”

Gelu Chen, a prominent importer of Romanian wines in China, offered a pragmatic and revealing perspective on the winding path of Romanian wine in the Asian market. His speech highlighted considerable potential but also significant obstacles, mostly caused by a lack of strategy and an insufficient understanding of the Chinese market.

Gelu Chen, who adopted the name “Gelu” upon his arrival in Romania in 2002 and who harbors a deep affection for the country, returned to China in 2015 with a personal mission: to promote Romania and its products, especially wine. This initiative was not driven by immediate financial interest or an official mandate, but by an intrinsic conviction. As he stated,

“Romania is a country I love and where I lived many years. And I want to promote it in China. So no one told me ‘Gelu, you must promote Romania, we will pay you.’ No, I was driven to do what is best for Romania and for China.”

Solitary Battle on a Vast Market

The main problem, as Chen emphasized, is the lack of recognition of Romanian wines in China, and on a deeper level, the lack of knowledge about Romania as a wine-producing country. In a market dominated by giants like France, Italy, or even Chile and Australia, Romanian wine remains unknown.

“The Chinese don’t really recognize Romanian wines and they don’t even know where Romania is. And there are many wines from France, Italy, so we also have strong competition here.”

This anonymity imposes fierce competition and major difficulties in market penetration.

To counter this situation, he personally invested considerable efforts in promotion. He resorted to intensive advertising in high-traffic locations, used online platforms and radio, where he became a regular guest, telling stories about Romanian culture, gastronomy, and of course, Romanian wines.

“I put ads in all buildings, where there are places with higher foot traffic. Also in elevators, everywhere. And platforms, and radio, I’m a permanent guest on radio. And I talk a little about Romanian food, Romanian wine, or Romanian customs.”

These efforts turned him into a veritable unofficial ambassador of Romania in China, consolidating his credibility and influence. Even participation in events like the European Union Day, where Romanian wines were the stars, demonstrates the impact a well-directed individual initiative can have.

“Just recently I participated in the European Union Day, so throughout the event, only our Romanian wines. All the consulates or embassies that came then appreciated our wines. So we were the stars of that day.”

Inconsistent Quality and Lack of Export Experience

One of the biggest challenges faced by the importer in promoting Romanian wine in China is the lack of consistency in quality. Although initially some wines convinced him through their distinct taste and personality, subsequent deliveries proved uneven.

“They gave me the wine a second time and it was something else,” he explains, emphasizing how easily a distributor’s or consumer’s trust can be lost due to such inconsistency.

In China, where the market is competitive and consumers increasingly attentive to details, any deviation from standards can completely compromise a brand’s image.

Besides the issue of fluctuating quality, Gelu Chen also notices an acute lack of experience among many Romanian producers when it comes to international commercial relations.

“At the first export, they get scared or give up,” suggesting that many entrepreneurs are not prepared for the challenges of a long-term partnership in a market as complex as China’s.

And perseverance is essential.

“If you don’t want to lose money in the first year, you won’t succeed.”

Success in China requires a long-term strategy, continuous investment, and a professional approach. Without these elements, even quality wines risk remaining unknown or losing valuable opportunities.

Untapped Potential, Real Opportunity

Despite the obstacles, Gelu Chen is firmly convinced of the huge potential of Romanian wine in the Chinese market. With a growing middle class and a solid tradition of wine consumption at important social events like weddings, China offers a fertile ground for expanding the market share of Romanian wines. Chen stresses that although currently this share is very small, there are real opportunities for gradual and sustained growth.

In an appeal to Romanian entrepreneurs, he encourages them not to fear difficulties and to view the Chinese market as a vast space of opportunities.

“Don’t be afraid, don’t retreat if you face problems. You have a wide area of activity and you can have a market share in your field.”

Chen also highlights the accessibility of travel to China, recommending direct visits to better understand the market.

“You can go to China now, just take a ticket, your ID, a passport, and no visa is needed. So you can go to China to see how it is now, I hope you have a pleasant trip to China.”

Conclusion: More Than a Man, a Bridge Between Two Cultures

The story of Gelu Chen shows that individual will can bring real change. However, for Romanian wine to become a relevant player in the Chinese market, more than individual enthusiasm is needed: a coherent national strategy, sustained promotion, governmental support, and above all, the firm commitment of producers to deliver consistent quality. Without these coordinated efforts, a huge potential risks remaining untapped.