So far, the winemaker has established partnerships with several Southeast Asian importers, and the next step is to expand sales volume and strengthen distribution channels in that market.

"Interest is high among fine dining establishments," said Allen Lee, head of Fabulous Wine Sdn Bhd, a Malaysian wine distributor. "Consumers are generally surprised by the rapid advancement of Chinese winemaking. We will include Ningxia wines in our 'Global Discovery' rotation for our partner bars."

However, to expand their presence in the Southeast Asian market, Ningxia wineries need to improve brand recognition. "Consumers in Southeast Asia are more familiar with French and Australian wines, so fostering awareness of the Helan region's wines will take time," Zhang said.