Paradox was created in 1999 by Erwann Lemoigne, in Hangzhou, China. Originally named “French Wine Paradox” after Dr. Serge Renaud’s study on the coronary benefits of red wine, the company’s activity first consisted of importing French wine and distributing it through the Chinese retail market. Paradox entered the giant French retailer Carrefour in 2000 with a few items and Chinese promoters. They launched the very first wine fairs to develop a product category that was then unknown by the average Chinese consumer. Pushing the boundaries further, Paradox innovated by hiring foreign promoters to sell their products in supermarkets, therefore building the strong cultural image of the wine section.