The French Romance Collection was a campaign launched in October 2020 to raise awareness of the great variety as well as elegance of French wines. It was launched on WeChat, by means of funny articles on French culture more generally and French grape varieties. It was expanded to RED (小红书) with the help of polyglot Chinese influencers to make the topic more visual and to Douyin (TikTok) to make it accessible to the younger generations.
