"In the emerging Southeast Asian market, young and middle-class consumers are expanding, to usher in a consumption upgrade, presenting vast demand potential."

The salon was warmly received by Ningxia's wine industry, attracting over 80 wineries.

"The salon is a precise empowerment," said Zhang Yanli, owner of Ningxia winemaker Fei Tswei, as this year marks its eighth appearance at the fair.

The salon facilitates the promotion of Ningxia's regional wine brands, making more global buyers aware that the area produces outstanding wines, Zhang said.