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How This Hong Kong Gen Zer is Making Wine Culture Cool Again for Her Generation
- Faye Bradley
- Jul 4
- 6 min read
INTERVIEW
There was a time in my early twenties when going out wasn't even a decision — it was just what you did. Wednesday drinks turned into Thursday drinks turned into a weekend you don't fully remember, and somehow you'd still show up functional-ish on Monday. Now? A "big night out" means one glass of wine and being in bed by 11. I'm not alone in this. Ask around and you'll find a whole generation quietly opting out of the culture we used to live for — burnt out, more health-conscious, more careful with money, and increasingly convinced that a night in with a good show beats a night out with a bad hangover.
Wine, in particular, seems to have gotten the short end of the stick. While cocktails and beer stayed casual and approachable, wine somehow got stuck with a reputation for being stuffy, expensive, and something you need a certificate to understand before you're "allowed" to enjoy it. No wonder Gen Z isn't rushing toward it.
Herina Tsang wants to change that. After years working in brand marketing at Watson's Wine, she noticed the same thing over and over — cheap tickets, empty rooms, and a younger crowd that just wasn't showing up. So she started her own page, stripping away the gatekeeping and turning wine into what it was always meant to be: a reason to sit down with people you love and actually talk to them. Her "Drinking with 100 Strangers" series — filmed across Hong Kong's bars — has become something of a phenomenon. It's easy to see why: no lectures, no jargon, just real people, real conversations, and wine that just happens to be in the glass.
What's more, a conversation with @rahilzkhan about why young people just aren't drinking wine anymore, blew up and sparked a fair bit of discussion in the comments (you can watch it here).
We spoke with Herina (you can follow her ongoing wine adventures at @hej.wine) to talk about Gen Z's changing relationship with alcohol, and why she thinks Hong Kong just needs to learn how to relax and pour a glass.
What’s your story — how did you first connect with wine, and what made you want to share that passion publicly?
It’s actually a family tradition for us to drink and chat during dinner. I still vividly remember my dad giving me a sip of red wine – definitely not a good one – when I was about four or five. I thought it was just grape juice, took a massive gulp, got scolded by my mum, and the next thing I knew, I passed out. Let’s just say I was completely drunk!
Since then, I didn’t hate alcohol, but I thought I had a pretty low tolerance. It wasn’t until university, that drinking became a regular thing. My hallmates and I would play games and drink until dawn. Honestly, I’ve never liked the feeling of being hungover or wasted, but I absolutely love spending quality time with good people – and let’s be real, sometimes you need that liquid courage to let loose and get a little crazy.
After graduating, I actually studied hospitality, but it was during the pandemic and everything was a quarantine hotel. I wanted freedom and a career I genuinely enjoyed, so I joined Watson’s Wine as a Brand Marketing Executive. That’s where I fell in love with the art of it – how different grapes, climates, and winemakers can create completely unique vibes from just a humble grape.
But here’s the thing: I never wanted to become one of those pretentious "wine geeks" who judge people for not knowing their stuff. During my four years there, I noticed that even when event tickets were cheap, younger crowds just weren't showing up. Remembering all the amazing memories I’ve made over a glass, I decided to start my own page. I wanted to share the fun of drinking – not just wine, but any beverage that helps you bond, get intimate, and strengthen relationships with the people you love.
What sparked your journey into making wine culture cool again for Gen Z?
I realised that the wine world has a massive gatekeeping problem. For beginners who just want to enjoy a good sip without feeling like they’re getting scammed by a sommelier at a fine dining restaurant, the options are bleak. You either buy a random bottle at the supermarket (where the selection is usually tragic) or you go to a wine tasting that feels like a boring university lecture.
I wanted to strip away the intimidation factor. Wine shouldn't be about memorizing châteaux or feeling judged; it should be accessible, fun, and a tool for genuine human connection. That’s why I started this Instagram page — to bridge that gap.
Why do you think younger people are drinking less compared to previous generations?
There are a ton of layers to this – health consciousness, financial stability, and just peer dynamics. If your friend group doesn’t drink, you probably won’t either. But when it comes to wine specifically, the biggest barrier is that the industry is just too judgmental.
Whenever I talk to my friends who don’t drink much, they always say, "I don't know how to drink wine." But literally no one says, "I don't know how to drink a cocktail or a beer." Those drinks are easy, casual, and a go-to. Wine needs to find that same effortless energy.
What misconceptions about wine do you want to break for Gen Z?
The absolute biggest myth is that you need to "know" wine to drink it. Sure, wine can be a beautiful art form, but at its core, it’s pure social enjoyment. You don’t need a degree in viticulture to enjoy how a glass or two elevates your dinner and brings good vibes to the table.
What are your five favourite wine bars in Hong Kong right now?
Right now, my top spots are all about incredible curation and immaculate vibes:
Mato and Think Wine: Both have insane selections at really reasonable prices.
Crushed Wine Bar (Sai Ying Pun): It has that perfect, cosy neighbourhood feel. I’m obsessed with the ambiance.
The Ham Shop (Sheung Wan): Located on Tai Ping Shan Street, it gives you that ultra-authentic Spanish experience where you can just day-drink and enjoy your wine outdoors.
Which wine labels or regions do you think resonate most with Gen Z?
Gen Z is playful, expressive, and a little bit rebellious (in the best way possible). They’re looking for funky, hipster-style labels, which you usually find in the New World wine scene. A bottle isn't going to stand out on the shelf to a younger drinker if it’s just the name of a traditional estate written in a serious, cursive font. We want labels that tell a story, look artistic, and don't take themselves too seriously.
What’s your go-to wine pairing for a casual night out?
I actually don’t have one! I am always trying new things. People constantly ask me to name my favourite wine, region, or pairing, but I don’t believe in favourites. The best part about the world of wine is that there is always something completely new to discover.
How do you use social media to make wine culture accessible and aspirational?
Instead of filming stiff educational videos about wine facts, I focus on human connection. I started a series called “Drinking with 100 Strangers” across different Hong Kong bars (I think I am one of the first to do this series in Hong Kong).
Through these videos, my audience gets to discover cool local spots, and if the stranger has an interesting background or works in the industry, I’ll do a mini-interview so viewers can get to know them. By focusing on the social aspect of drinking with strangers first, I’m able to naturally promote the culture, and the wine just follows.
What’s the biggest challenge you face in shifting perceptions about wine?
Dealing with the "wine is bad for your health" narrative. Honestly, it’s a yes and a no. Over-consuming anything is bad for you. But having a glass or two to unwind and socialise? It’s food for the soul.
Ironically, the people I know who work in wine or are avid drinkers are some of the healthiest people I’ve ever met. They’re hiking every weekend, working out, and staying mindful of their diets. There are plenty of habits out there that are way worse for you and affect others – like smoking.
Drinking isn't about crushing a bottle by yourself every night; it's about chatting, laughing, and having a fun night out. Don't you find that you're always a bit more open and willing to share after a good glass?
Where do you see wine culture heading in Hong Kong over the next five years?
People love to say Gen Z doesn't drink wine, but honestly, I think they’re just too young right now. In the next five years, as they grow up, we’re going to see a lot more of them embracing it.
But the real shift needs to come from the top. I hope major retailers, sommeliers, and seasoned wine lovers become way more welcoming to beginners so we can build this culture together. At the end of the day, wine is a lifestyle. Hong Kong is so fast-paced; people here really just need to learn how to relax, lie back, pour a glass, and chill.
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