Diplomacy&Trade 2021 December

FOCUS country

A NEW SCRAMBLE FOR AFRICA?

CHINA'S ASPIRATIONS IN AFRICA ARE DRIVEN BY GEOPOLITICAL AND ECONOMIC CONSIDERATIONS

SEE ANALYSIS ON page 08

France

“Hungarian-French relations are very good in general. After the difficult times of the pandemic, personal, direct consultations could also resume recently.” That is according to the Ambassador of the Republic of France to Hungary, Pascale Andréani. In addition to describing the strong economic relations and active French investor presence here, she also outlines – in an extensive interview with Diplomacy&Trade – the priorities of the upcoming French Presidency of the Council of the EU.

see compilation on pages 10-26

TÜV Rheinland Grows Further

TÜV Rheinland Intercert Kft., an internationally renowned technical testing, inspection, surveillance and certification company, has completed a multimillion-euro investment in the last two years. Last year, the company moved to new, larger and more modern premises, and a new managing director has been appointed as of December 1 this year.

see article on page 28

ank you your support!

We truly appreciate your business and look forward to serving you again.

letter from the publisher

The African continent has not really been in the limelight of international relations recently, especially since the collapse of the Soviet Union. From the 1990s, Africa looked quite a soft target for China to break out of its regional power status. Its vast natural resources came handy for the seemingly unlimited appetite of the Chinese industry for energy and mineral resources in its efforts to catch up with the United States. At the same time, the Chinese did not have reservations about human rights and corruption, an approach welcomed by the local leaders. All in all, our analyst’s conclusion is that China is enjoying one of her best chances to sell this policy to exert its influence in Africa.

The country in focus this month is France on the apropos that it takes over the rotating Presidency of the Council of the European Union as of January 1, 2022.

France is the fourth largest investor in Hungary. Nearly 500 French-owned companies operate on the Hungarian market, employing some 45,000 people. The French ambassador to Hungary, Pascale Andréani talks about the main aspects of bilateral relations and also as allies within the European Union and NATO. We also present the activities of the 30-year-old French-Hungarian Chamber of Commerce and Industry (CCIFH) and several of the French ventures operating in Hungary.

The business page in this edition presents the plans of the just appointed managing director of TÜV Rheinland Hungary. He arrives to the internationally renowned technical testing, inspection, surveillance and certification company after it completed a multi-million-euro investment at its new, larger and more modern premises.

This month, WittyLeaks is authored by the Portuguese ambassador who explores the Hungarian capital by walking his Mexican-born dogs and meeting local people in the Buda Hills. Such encounters even help him pick up basic but useful phrases of the Hungarian language.

As you can find out on our wine page, the most emblematic wine of the Eger region in NW Hungary, the Bikavér (Bull’s blood), can now be more easily identified as members of Eger Wine Workshop decided to create a special bottle for Bikavér wines that pass a quality test.

Many of us are welcoming the end of 2021! Worldwide COVID has changed our lives and in many cases our livelihoods. As we are still waging this war against this virus, keep in mind that actions are more important than words. Do everything possible to keep yourself, your family and friends, your colleagues as well as your business partners safe.

We wish you a joyous holiday and a happy and prosperous new year!

Peter Freed PUBLISHER

PUBLISHER: Peter Freed EDITOR: Sándor Laczkó PHOTO EDITOR: Dávid Harangozó

SALES & MARKETING DIRECTOR: Tamás Varga ADMINISTRATION: Éva Madarász

CONTRIBUTORS: Sándor Laczkó, Tamás Magyarics, Jorge Oliveira

PHOTO CONTRIBUTORS: depositphotos.com (cover), Péter Fáth (cover), Embassy of Spain, Gedeon Richter Plc., depositphotos.com, Nestlé Hungária, Linde Gas Hungary, CCI France Hongrie, István Nagyapáti, Getty Images, EUROAPI, HUNGEXPO, afstudio.hu, Patrick Desrochers, Ceva Phylaxia, French Institute, Balázs Mohai, Péter Fáth, Embassy of Portugal, Jorge Oliveira, Hungarian State Opera, Silvia Lelli, John McMurtrie, Wouter Maeckelberghe, Attila Busák, MTI Photos: Szilárd Koszticsák, Zoltán Balogh, János Vajda, Attila Kovács

cont en ts

05 ON THE RECORD

06-07 COMPANY BRIEFS

08 ANALYSIS

China’s increasing role in Africa 10-26 FRENCH FOCUS

Interview with French ambassador Pascale Andréani; French-Hungarian Chamber of Commerce and Industry; EUROAPI; Hungexpo; Legrand; ESSCA; Air France; Ceva Phylaxia; Tom Medina, the movie; French Institute; French gastronomy

28 BUSINESS

New Managing Director at TÜV Rheinland Intercert Kft.

29 WITTYLEAKS by the Ambassador of Portugal

30 WINE

Special bottle developed for the Bull’s Blood of Eger

31 WHAT’S ON Concerts, festivals, events and exhibitions in and out of Budapest

HUNGARIAN FOCUS – COMING SOON

Diplomacy&Trade will publish a Hungarian Focus in its March 2022 issue in connection with the national holiday on March 15 (that commemorates the 1848 Hungarian revolution). In this edition, we will feature the most successful traditional brands and new Hungarian-owned businesses that have achieved great success in the domestic and international markets in the past year.

Event guide to the Hungarian capital

Budapest, a great place for dog walkers

Special bottle created for Egri Bikavér page 30

EXTRA EU FUNDING FOR HUNGARY TO EASE THE PANDEMIC

The European Commission (EC) has approved EUR 654 million to Spain and Hungary under REACT-EU following the modification of two European Social Fund (ESF) Operational Programs (OP).

According to an EC announcement at the end of November, in Hungary, the national OP 'Human Resource Development' will receive an additional EUR 250 million for purchasing 13 million doses of COVID-19 vaccines authorized by the European Medicines Agency. The additional funding will also be used to provide financial compensation to around 7,000 doctors and nurses who worked extra hours during the pandemic.

REACT-EU is part of NextGenerationEU and provides EUR 50.6 billion additional funding (in current prices) over the course of 2021 and 2022 to Cohesion policy programs.

Measures focus on supporting labor market resilience, jobs, SMEs and low-income families, as well as setting future-proof foundations for the green and digital transitions and a sustainable socio-economic recovery.

PLANET BUDAPEST 2021 SUSTAINABILITY EXPO

Responsibility for a common future is the main reason for the creation of the Planet Budapest 2021 Sustainability Expo and World Summit, Hungarian President János Áder said at the opening of the event at the end of November.

on the record

with the names of the victims engraved on it the Pest end of the Margaret Bridge. A group of South Koreans visiting Hungary also attended the memorial and enthusiastically greeted President Moon Jae-in and his wife, who accompanied him.

The small cruise ship sank in the River Danube on May 29, 2019 near the Margaret Bridge in Budapest after colliding with the Viking Sigyn hotel ship. The Hableány was carrying 35 passengers, 33 South Korean tourists and the two-member Hungarian crew. Seven tourists were rescued, the bodies of 27 victims have been recovered and one South Korean passenger is still missing.

TREE PLANTED TO HONOR ÁNGEL SANZ BRIZ IN BUDAPEST

On the occasion of Ángel Sanz Briz Day (November 11), the Spanish Ambassador to Hungary, Anunciada Fernández de Córdova and the mayor of Budapest's District 3, László Kiss, planted a tree to remember him as well as the victims and survivors of the Holocaust, next to the monument at the Avenue that bears the name of the Spanish diplomat who saved the lives of thousands of Jews in Hungary during World War II.

Ángel Sanz Briz witnessed the start of the deportations in 1944 as the Spanish Embassy's Chargé d'Affaires in Budapest. The young diplomat, like Sweden's Raoul Wallenberg, dedicated his efforts to saving as many lives as possible. In fact, he managed to save over 5,200 Hungarian Jews from deportation in that year. In her speech, Ambassador Anunciada Fernández de Córdova said that "it's always a pleasure to see the younger generations here, because in today's world, dominated by Instagram and Tiktok, which is mostly about appearances, the human values of solidarity, humanity and the will to help, which Sanz Briz is a good example of, will hopefully be a model for the generation that comes after us."

Mayor Dr László Kiss was of the view that "the tree is a symbol of life, of renewal, and also a symbol of the future because when the tree planted now becomes strong and proud, the young people here today will be as old as I am now. We say, as we do every year, a resounding ‘no’ to death and lack of solidarity, and a ‘yes’ to life."

HUNGARIANS OPTIMISTIC ABOUT 2022 TRAVEL PLANS

The one-week event featured 185 exhibitors from the smallest start-ups to the largest companies, on an area of around 20,000 square meters. More than a third of them came from the Visegrád Four (V4) countries. They showcased how Central Europe is making progress in areas such as agriculture, waste management, smart cities, energy and transport.

One of the highlights of the Expo was the exhibition 'Your Planet', where 66 installations on 12 islands showcased the negative trends shaping the future of the Earth and possible solutions.

SOUTH KOREAN PRESIDENT BOWS TO BOAT TRAGEDY VICTIMS

The President of the Republic of Korea, Moon Jae-in, who arrived in Hungary for an official visit, paid a tribute to the victims of the Hableány (Mermaid) cruise ship disaster at the Budapest memorial of the 2019 tragedy, a granite block

HUNGARIAN CURRENCY AT HISTORIC LOW AGAINST THE EURO

Despite the National Bank of Hungary (MNB) raising the policy rate by a total of 70 basis points in two steps the week before, the Hungarian forint (HUF) fell to a new historic low against the common European currency (EUR) on November 22. Within one day, the euro exchange rate broke through the psychological barrier of HUF 370 twice: first on Monday morning, then by early evening it broke through this unprecedented level again and weakened to HUF 370.2. The forint was almost constantly above 369 on Monday, but by the end of the day it surrendered.

Around 5 p.m., the HUF/US dollar exchange rate was also at its low for the year, at HUF 329.17, while the Swiss franc was also at a historic low of HUF 353.3.

According to hvg.hu, the reasons are both foreign and domestic: on the one hand, the dollar is strengthening, which is never good for emerging currencies, and on the other hand, the market believes that the MNB's reintroduction of the dual interest rate regime last week has failed to increase transparency and predictability. The worsening pandemic data were also to undermine the performance of the Hungarian economy.

Slightly more than half of Hungarians are currently optimistic and will not change their travel plans for the summer of next year, according to a new survey. Although the coronavirus epidemic is seasonal and there are typically fewer people infected in the summer, many people cancelled trips – mostly abroad – last summer and this summer, just to be on the safe side. The summer of 2022 is still a long way off, but the epidemic is on the rise again, the vaccination rate in Hungary is practically stagnating and there is no guarantee that in six months we will be able to live our lives without restrictions.

According to a representative survey conducted by Pulzus Research on behalf of napi. hu, 53% of Hungarians have not changed their travel plans, despite the fact that the epidemic indicators have clearly worsened in recent days around the world - and the epidemic reproduction rate in Hungary has reached a very high level in comparison to the rest of the world.

Only 15% of those surveyed said they would prefer to travel to domestic destinations, and 8%, even if they did travel abroad, planned to do so for less time than in previous years. 24% of respondents say they will not travel at all, but this is not necessarily a result of the new coronavirus.

In the case, the prosecutor's office holds the Ukrainian captain of the hotel ship Viking Sigyn responsible for the tragedy. He was charged in November 2019 with the offences of reckless endangerment of water transport causing a fatal public accident and failure to render assistance.

company briefs

PICK TO BUILD NEW SALAMI FACTORY IN SZEGED

In the framework of a brownfield investment of EUR 110 million, Pick Szeged implements the modernization of their headquarters in Szeged, as well as the automation and expansion of traditional moldy salami production capacity of conventional maturing.

The investment – more than a quarter of which is covered by Hungarian taxpayers though a government decision – promises to retain 1,148 jobs. The sales volume of moldy salami will increase by around 25% by 2030.

The products by Pick Szeged Plc., which have remained unchanged for more than 150 years and its producer guarantee, are well-known and recognized not only in Hungary but also on foreign markets; Pick Szeged Plc. has not only become one of the largest meat manufacturing companies in the country but also in Central Europe.

The net sales of the company exceeded HUF 72 billion in 2020, nearly 30% of which was due to exports. Pick's meat products are currently distributed to more than 30 countries worldwide. In the framework of a brownfield investment, the company's headquarters in Szeged will be modernized, which primarily results in the automation and expansion of traditional moldy salami production capacity of conventional maturing. According to the plans, the first salami bars are expected to leave the plant in the second half of 2024. In the spirit of environmental sustainability, renewable energy sources and solar panels will also be installed under the investment, which, in addition to full-scale modernization, will also help to produce a kilogram of salami with a smaller ecological footprint in the future, the Hungarian Investment Promotion Agency reports.

SEG AUTOMOTIVE OPENS NEW FACTORY IN SZIRMABESENYŐ

Following a strategic investment, SEG Automotive's new factory was opened in Szirmabesenyő, NE Hungary, this November. The 25,000-square-meter production hall, together with the adjacent logistics hall, totals 50,000 square meters. In addition to the relocated production lines, two new ones have also been purchased for almost EUR 6.2 million. Close to 30% of the investment cost is covered by Hungarian taxpayers through a government decision. Some 4,400-square-meter laboratory and development area was also established inside the hall. In addition, the company decided to expand its research and development activity in order to implement the development of state-of-the-art starter motors and generators as soon as possible. Thanks to the R&D investment of almost EUR 6.7 million, 40 new high value-added jobs will also be created.

The company, producing starter motors and generators, has over a century-long history of

automotive innovation from starter motors and generators through start-stop systems to mild hybrid solutions. The group supplies starter motors and generators manufactured in Hungary to its partners worldwide. SEGA's prominent product is the starter motor with a start-stop operating mode, also developed in Hungary. The Hungarian site is the largest production plant among SEG Automotive's European locations and, at the same time, is the only one to manufacture starter motors for both passenger and commercial vehicles.

A year and a half after the foundation stone was laid, the new 25,000-square-meter production hall of SEG Automotive started producing starter motors and generators. The current area of the factory together with the adjacent logistics hall reaches 50,000 square meters. A solar park has also been set up on the top of the buildings and next to the hall, which helps the company produce 20–25% of its total annual energy consumption with solar energy.

“Sales revenues in the first nine months were up on a year-on-year basis in most markets in both HUF and EUR terms, fueled by growth in the specialty portfolio, in particular higher Vraylar® and Evra® royalties. This broad-based strength in revenue performance was translated into a solid bottomline also ex-Vraylar®, despite higher spending on R&D as planned,” according to the company’s CEO, Gábor Orbán.

The executive summary of the results of the third quarter of this year highlights that in early 2021, Hungary experienced a severe third wave of the pandemic with high infection and mortality rates, thus, the government extended measures taken during the second wave, including restrictions on hospitality facilities. Since then, one of the fastest vaccine rollouts in Europe has helped to improve the health situation, allowing the authorities to start gradually lifting restrictions in April 2021. With just above 60% of the population vaccinated at least once (and 57.9% fully vaccinated) by mid-October,

CHERVON AUTO FACTORY GROUNDBREAKING CEREMONY

A groundbreaking ceremony was held at the future Chervon Auto factory in Miskolc, NE Hungary this November. With Bilfinger Tebodin on board, the Chinese automotive components producer received the building permit and starts the construction of their new factory.

The EUR 50 million investment is a greenfield facility of 27,000 square meters. Once operational, it will create over 130 new jobs and produce two million parts for electric vehicles annually. The company's products are mainly applied to middle and high-end cars, according to a press release.

Chervon developed the concept design in their home country, so the Bilfinger Tebodin team in Hungary ensured its validation in accordance with local regulations. Even though such approach is common among some investors, it is always beneficial to have a final revision and validation from a trusted local partner. Bilfinger Tebodin provided engineering design and support for obtaining the building permit.

György Péter, Engineering Director at Bilfinger Tebodin pointed out that “Bilfinger Tebodin traditionally serves the original equipment manufacturers (OEM), Tier 1 & Tier 2 and tire producers. In the recent ten years, we carried out

Hungary has remained somewhat behind the EU/EEA combined average of 67.9% and 63.1%, respectively.

“Notwithstanding the above, Richter delivered on time and in full to all its customers also during the third quarter 2021. Health and wellbeing of our colleagues remained the focus of Management, with the supply of reputed and affordable medication maintained worldwide throughout the entire reported period. Taken into account the higher rate of infections related to the fourth wave of the pandemic and being empowered by the Government of Hungary Richter’s Management is currently considering to introduce compulsory vaccination across all of its Hungarian sites. Promotional activities did not change significantly in the third quarter 2021 when compared to the previous period. In-person promotion remained at around 85% on an average of total marketing approaches in our geographies of direct sales operations,” the CEO said.

projects for over 150 automotive plants in Central and Eastern Europe. I must say, the Chervon Auto project was very time driven. Together with the client, keeping constant communication and flexibility, we managed to find solutions and ways to have quick balanced decisions to move the project forward faster.”

RECORD PROFIT AT GEDEON RICHTER PLC.

TESCO CELEBRATES 25 YEARS IN HUNGARY

company briefs

CERAMIC PRODUCTS PLANT ESTABLISHED IN SZÉKESFEHÉRVÁR

It was this day, November 8, in 1996 that saw the opening in Hungary the first Tesco hypermarket, which was unique in the region. On the opening day, the store in the Pólus Center shopping mall was visited by so many people that they waited in queues of hundreds of meters long for hours to get in.

Since then, Tesco customers have been able to shop in nearly 200 stores across the country and from the comfort of their own homes, and can also request home delivery, according to a Tesco press release.

The first shopping center in East Central Europe, the Pólus Center, opened on November 8, 1996, with the first hypermarket in Hungary and the region. On the day of the opening, people arrived by bus even from across the country's border to do their shopping.

"On the opening day, there was a huge crowd. After a while, the gates had to be closed because there was no room for more people. We had two cashiers at each

checkout to keep up with the pace, and the bakery was like a small factory 24 hours a day," Martin Coulam, Operations Director, who started his career at Tesco Pólus in Hungary and has been with the chain ever since, recalls the events of 25 years ago. Tesco has changed a lot in 25 years. A few years after the opening of the Pólus store, the first 24-hour shop was opened, and in 2005, the first Tesco Express was launched. Since 2010, there has been a loyalty card, which rewards customers with discounts, and in-store shopping is now supported by self-service checkouts and a Scan&Shop service, which allows people to put products directly into their shopping bag.

NEW INVESTMENT AT NESTLÉ'S PET FOOD FACTORY IN BÜK

Nestlé Hungária starts yet another major investment in their pet food factory in Bük. In the framework of the more than EUR 96 million capacity extension project creating 120 jobs, a new wet food plant of 16,000 square meters will be established, where two new aluminum pouch production lines and 50 new robots will be installed.

The production capacity of the Nestlé plant in Bük will increase by another 30% with the development, thus, instead of the current 70, more than 90 trucks can leave Hungary for over 50 countries around the world on a daily basis.

The world's largest and more than 150-year-old food and beverage company is present in 189 countries worldwide. The Swiss company employs more than 2,400 people in three factories in Hungary – Szerencs, Diósgyőr and Bük – and in its headquarters in Budapest. With the implementation of the investment, the current 85% export ratio will rise to over 90%. Expectedly from the fourth quarter of 2022, the capacity of the premium cat food production plant will be able to produce an additional 50,000 tons annually.

More than half of Nestlé Hungária's suppliers are Hungarian companies and thanks to the new investment, this volume may increase even further, the Hungarian Investment Promotion Agency reports.

Swiss Metoxit AG and Saphirwerk AG manufacturing special ceramic products launched an investment of more than CHF 7 million (EUR 6.6 million) in Székesfehérvár, southwest of Budapest.

In the first phase of the project, 40 new jobs will be created, which can increase to 80 people two years later. Ceramic components will be produced in the 6,000-square-meter hall of the company

inter alia for medical implants and watches, and production is scheduled to start in the first quarter of 2022. In the medium term, the company is also planning to introduce sales and R&D activities in Székesfehérvár.

It was due to increased demand for technical ceramic components that Metoxit AG and Saphirwerk AG decided to set up a new production plant to ensure supply to the Eastern markets and increase production capacity. The presence of a workforce experienced in the ceramic industry was an argument in favor of the location in Székesfehérvár.

In addition to the production activity, sales and research and development are also expected to be part of the tasks of the Hungarian subsidiary in the future; therefore M+S Ceramics Kft. will be able to carry out comprehensive projects with local and new customers.

LINDE: NEW R&D CENTER IN BUDAPEST

Industrial gas supplier Linde opened its new research and development center 'Linde Advanced Operations Services' (LAOS) in Budapest this November. The digital center aims to provide services and solutions using Industrial IoT, cloud services and artificial intelligence, which make processing plants sustainable and profitable. The volume of the R&D project to be carried out by the center in the period 2021–2024 is almost EUR 13.5 million. As a result of the project, the new R&D center aims to hire 25 employees with higher education degree. Founded in Germany in 1879 and now the world's leading industrial gas supplier, Linde Group offers customers its product and service portfolio in more than 100 countries and has been present in Hungary for almost three decades since 1992. Linde delivered Hungary's first mobile hydrogen filling station in Budapest this spring, which indicates the company's sensitivity to innovation.

As a new member of the ecosystem in Hungary, the Linde Advanced Operations Services (LAOS) research and development center aims to provide services and solutions using Industrial IoT, cloud services and artificial intelligence, which make processing plants sustainable and profitable.

A NEW SCRAMBLE FOR AFRICA?

BY TAMÁS MAGYARICS

The African continent has been a policy taker for centuries. During the better part of the 19th century, its history was defined by a number of outside powers’ scramble for Africa: the British, the French, the Germans, the Belgians and the Portuguese were engaged in cutthroat competition for the rich natural resources of Africa. The situation changed a bit during the Cold War when the continent, in reality, served as a side theater for the global contest between the U.S. and the Soviet Union. The newly liberated countries from colonial rule were practically pawns in the hands of the rulers in Washington and Moscow. The lofty rhetoric of liberal internationalism and socialism/communism shielded raw geopolitical and geostrategic interests by both superpowers. Systemic corruption, economic mismanagement, domestic violence, political turmoil and the like characterized the majority of the countries, especially in the sub-Saharan region.

A soft target for China

The global balance of power shifted in the 1990s. One of the major factors in this change was the collapse of the Soviet Union, and the subsequent contraction of Russian interest in Africa. Another important element in this process was the rise of China as a great power with an increasing aspiration to become a global player next to the United States. Africa, in general, looked quite a soft target for China to break out of its regional power status. Besides the geopolitical considerations, Africa’s lure was predominantly economic: it is a continent that is, relatively

speaking, underexploited as far as its natural resources are concerned, while China has a seemingly unlimited appetite for energy and mineral resources in its efforts to catch up with the U.S. At the same time, Africa’s population is expected to double to some 2.5 billion by 2050, thus providing a huge market that great powers can ignore only at their own peril. The 2000s saw a rapid growth of Chinese trade with and investment in Africa – again, relatively speaking. Recent data show that Africa’s share in China’s trade with the world is only 4%, while the similar FDI amounts to 2.9%. Nevertheless, for certain African countries, Chinese economic presence and trade are vital (about 59% in a recent poll expressed favorable view of Chinese economic influence in Africa) – though some observers believe that these countries are falling into a ’debt trap’ which is so well-known in the relations between rich and not-so-well-to-do countries, and evokes criticisms of neo-colonial behavior.

No strings attached

One of the secrets of the successes of Chinese companies and banks is their ’no-string-attached’ approach to the local governments. (According to the Afrobarometer of the Freedom House, 55% of the Africans think there should be no ’strings attached’ to any foreign investment in their countries.) While the Western investors, prodded by their governments, may have such preconditions as suppressing corruption, observing human rights and civil rights, meeting environmental standards, and the like, the Chinese do not ask too many questions as for the domestic affairs of the countries they would like to do business with. Analysts claim that China

has four overarching strategic interests in Africa: (1) access to natural resources; (2) finding export markets; (3) acquiring political legitimacy in the world; and (4) it wants stability in the region instead of risky social and/or political changes which might hurt Beijing’s economic interests.

‘Belt and Road’ vs. ‘Global Gateway’ in Africa

The increasingly prominent presence of Chinese companies and, as one of its consequences, growing influence in Africa is part and parcel of Beijing’s global Belt and Road Initiative (BRI). This endeavor is being looked more and more skeptically by the U.S. and the European Union alike. While Washington is trying to dissuade the Europeans from establishing too intimate relations with China, the EU has announced recently a global investment plan of some USD 340 billion. The Global Gateway Initiative is designed to be a ’true alternative’ to the BRI. It emphasizes a different, democratic approach to China’s hardheaded, realist approach to Africa. The Global Gateway would like to look beyond narrowly defined economic and trade issues; it would also like to address such questions as climate change, good governance, health security, and sustainable development, among others. In fact, these non-material factors may be important in this latter-day ’scramble for Africa.’ In this global contest between China’s authoritarian system of government and valuefree foreign policy and trade on one hand, and the democratic alternative offered by much of the West, it matters for both sides how their different visions are viewed in Africa. China is bent on improving its international image, and

would like to use Africa in boosting its global leadership ambitions. Beijing’s efforts in these areas are met with certain skepticism in Africa: it is only about a fifth of the respondents in a recent opinion poll thought that China offers a good model – while the American ’model’ was approved by about a third of the people asked.

The pandemic factor

COVID-19 has not made China’s endeavors easier either economically or ideologically. Africa’s external debt has skyrocketed by 43% in recent years, and a number of countries, including Kenya, Ghana and the Democratic Republic of Congo) have canceled Chinese projects, while Beijing’s responsibility (though, of course, denied by the Chinese) in the spread of the pandemic has not made the Asian power more popular in the world in general, and in Africa in particular either. However, it is not all bad news for China in Africa: a number of countries believe that ”China relates to Africa as an equal partner” (Paul Kagame, President of Rwanda), and the memories of the behavior of the former colonial powers in the past are still quite vivid in the better part of Africa. China does not have this baggage; moreover, it is consciously playing upon the theme of ’the West and the rest’ whenever opportunity arises, and is doing its best to present itself as the protector of the interests of the so-called emerging economies. China is enjoying one of her best chances to sell this policy in Africa, which has remained a continent of policy taker if we strip away the polite rhetoric and diplomatic niceties of the outside centers of power.

Tamás Magyarics is a foreign policy analyst

CHINA'S ASPIRATIONS IN AFRICA DRIVEN BY GEOPOLITICAL AND ECONOMIC CONSIDERATIONS

BY SÁNDOR LACZKÓ

France is set to take over the rotating presidency of the Council of the European Union in the first half of 2022. As regards the most important issues the French Presidency attempts to tackle over this six-month period, Ambassador Andréani highlights that “France will take over the Presidency from Slovenia from January 1st, 2022 with determination and the will to move things forward. There is a strong legislative agenda, with more than 150 issues, which will be dealt with over the period. Other topics prioritized in our agenda include the fight against COVID-19 and supporting European economies and industry; international issues; European defense policy and strategic autonomy; the question of migration; climate change and greening the economy; ‘social Europe’; and, of course, the future of Europe including a conference about it.”

She adds that France will endeavor to push forward these issues by listening to other Member States’ positions and trying to be a “honest broker” between all the Member States.

ACTIVE COOPERATION WITH HUNGARY

Involving the citizens

President Marcon spoke about “the need for the Union to have its own capacities to act and to make people act.” In order for that, France wishes to involve the citizens to more effectively act for a better future of the European Union.

The Ambassador stresses that President Macron launched, several months ago, the conference for the future of Europe, which should play an important role in “thinking about and defining how we want the European Union to evolve in the next years. It also includes a series of events and forums at the citizens’ level, which they can attend either in person or online. Several hundreds of discussions have already been organized all over Europe, and we know that Hungary is participating very actively in this process. The contributions, which will be collected through this channel, will be gathered and presented to the final conference in May 2022.”

Good bilateral relations

“Hungarian-French relations are very good in general. After the difficult times of the pandemic, personal, direct consultations could also resume

recently. Our Minister for Europe and Foreign Affairs, Jean-Yves Le Drian made a visit to Hungary in September and held fruitful talks with his counterpart, Péter Szijjártó,” Ambassador Andréani adds.

She mentions several important fields in which cooperation with Hungary is active: “Hungary is

participating actively in the conference about the future of Europe; in the field of common defense, Hungary is a partner on which we rely, and with whom we share the view that, without denying NATO’s role, Europe needs to strengthen and reinforce its own capacities; we also want to cooperate in the field of fighting against climate

change and promoting clean energy resources; we share the view that nuclear energy is a clean energy that we need in the foreseeable future; and we also share the importance of digitalization in many fields of our lives and want to cooperate closely also in that field.”

TAKUBA operations

In March 2020, the TAKUBA special operations force was created on the initiative of France to carry out military counter-terrorism tasks in the tri-border area between Mali, Niger and Burkina Faso in Africa. Now, Hungary is the ninth country to join this initiative. As to how much – an in what way – Hungarian soldiers can contribute to these operations, the Ambassador points out that “Task Force TAKUBA is a unique European coalition attracting interest from a growing number of countries. The Hungarian commitment, like all the other contributions, is a tribute to European solidarity to face the terrorist threat in the Sahel region in concretely supporting empowerment of the Malian armed forces in the Liptako region. Special Forces are the core of this task force

french focus

Economic relations

Based on statistics used by the National Bank of Hungary, France ranks as the fourth largest foreign investor (ultimate investor) in Hungary. Despite the pandemic, French FDI flows increased more in 2020 than in previous years (+ EUR 519 million in 2018 / EUR 256 million in 2019). French companies have a very significant presence in this country, with nearly 500 companies operating in key sectors of the Hungarian economy. They have substantial sales of over EUR 9 billion, mainly in the industrial sector (particularly in the automotive segment). Just under 10% of French companies present in Hungary are large or medium-sized groups, while 35% are SMEs and more than half are very small businesses. In terms of employment, approximately 45,000 people work for French companies based in the country, the majority of which are in the retail sector.

France is Hungary's ninth largest trading partner. In 2020, bilateral trade contracted as a result of the epidemic (-3,3%, after +4,4% in 2019). “French exports have shown remarkable resilience with a limited decline of 0,9%, while our imports have deteriorated more significantly (-5,3%). The results for the first half of 2021 are very encouraging, as they show a strong increase in trade of 22%, or EUR 4.5 billion. Structurally, the industrial products (42.5% of our sales and 31.5% of our purchases), precede the items of mechanical, electrical, electronic and computer equipment (36.5% of our exports and 35.3% of our imports), that of transport equipment representing 13% of our deliveries and 25.7% of our purchases in Hungary,” she highlights. Wizz Air Airlines has recently made public a large order of 102 airplanes of the A321neo Family during the aero show in Dubai. However, the positive effects of this deal on bilateral trade may only be noticeable in the medium to long run, due to the leasing construction in the contract, she adds.

(around 750 students in 2021). Linguistic cooperation is also based on the ten French bilingual sections in Hungary, nine of which have the ‘FrancEducation’ label. The French-language university center (CUF) at the University of Szeged coordinates various French-language university courses and offers a double Master’s degree with the Institut d’études politiques (IEP) in Lille. Hungary has been an observer member of the International Organisation of La Francophonie (OIF) since 2004.

but any logistical support (air transport, medical evacuation capability, medical support, etc.) or Force Protection units are also valuable. The Hungarian commitment is substantial with up to 80 soldiers according to the parliamentary decision. The Hungarian special forces will bring their high operational experience and be a very precious support to the whole coalition.” Regarding the defense aspects of bilateral relations between France and Hungary, she says that they are on the increase: this operational development in the TAKUBA operations comes in addition to the long running cooperation in air defense or air support (Joint Terminal Attack Controller – JTAC). The recent acquisition by the Hungarian army of helicopters ‘made in France’ (H225M) will also enlarge the spectrum of future possible cooperation. “More broadly, the European defense tools we are currently developing also bring more possibility to act jointly: the Permanent structured cooperation (PESCO) projects offer a new range of cooperation. In that regard, France participates in the Hungarian-led project on simulation for example.”

Cultural ties

Cultural relations between the two countries date back centuries. The French cultural network in Hungary is made up of the Institut Français in Budapest, five Alliance Française branches in the Debrecen, Győr, Miskolc, Pécs and Szeged regions, and the Gustave Eiffel lycée in Budapest

“As far as artistic issues are concerned, we are encouraging cooperation and organizing events in the fields of the performing arts, visual arts, cinema, digital media, books, design and debate. Hungary and France have both written major chapters in European cultural history, whether that be in the fields of music, photography or literature. The friendship between the composers Franz Liszt and Hector Berlioz in the 19th century for example, as well as the arrival of the Lumière Brothers' studios in Budapest, the importance of Franco-Hungarian literary relations, and the many artists of Hungarian origin who lived in France in the 19th and 20th centuries, such as Mihály Munkácsy, Brassaï, Robert Capa, Vera Molnár, and Victor Vasarely, are all worthy of mention. Through dialogue around this common heritage, which should be promoted, the French Institute ensures the visibility of contemporary French creation and works with the aim of developing networks between cultural professionals, artists and intellectuals from our two countries. In order to do so, the Institute is resolutely committed to Hungarian creative and artistic education centers, as well as programs for young professionals,” Ambassador Pascale Andréani concludes.

FRENCH INVESTOR PRESENCE IN HUNGARY

One can regularly see news of new French investments (the latest of which is the Egis plant in Körmend, W Hungary, last month). The turnover of French companies is dominated by industrial companies, and in particular the automotive industry (27%). The rest of industry, distribution and health each account for just under 20% of the turnover of French companies. The balance is divided between service companies and those in the construction sector.

The main French companies (classified by sector and decreasing order of sales) are:

AUTOMOTIVE: Michelin, Valeo, Opel PSA Szentgotthárd

CONSTRUCTION: Saint-Gobain, Colas

INDUSTRY: Suez, Legrand, Leroy Somer, Sagemcom, Schneider Electric

HEALTH: Sanofi, Egis (Servier group), Chinoin (Sanofi group), Ceva-Phylaxia, Servier

DISTRIBUTION: Auchan, Décathlon, Bonduelle, Danone, Savencia, Axereal, Lesaffre

The Hungarian business environment is very favorable to investors. French companies invest and reinvest in the country because of its advantages: the high level of education of Hungarian employees, the attractive tax system and the quality of infrastructure, according to the Ambassador.

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SERVING MEMBERS AND PARTNERS PROFESSIONALLY

The French-Hungarian Chamber of Commerce and Industry (CCI France Hongrie) celebrates its 30th anniversary this year. On this occasion, the President, László Károlyi and the Director, Ágnes Ducrot talk to Diplomacy&Trade about the chamber, the anniversary and the services the organization offers to its members and partners.

The Chamber's website says: ‘Get your business up and running with the French-Hungarian Chamber of Commerce and Industry’. As the President points out, “a 30-year anniversary is always a good time to reflect on what has happened in that period and to renew ourselves in this changing world. We approached our members and asked them what they were interested in and building on that, feeding off the roots, we have taken forward what we have done well and what has been successful. In a nutshell, what we are doing and where we are going is to keep the existing values and the existing successful programs, but reshaping and reforming them to meet the challenges of today. One of these is digitalization in a changing world, and the other is the COVID imperative, which we are not happy to have, but which does affect how an event can be organized: in a web or a hybrid format.”

Professionals ready to help

Regarding the kind of partnership, the Chamber offers to its members and business partners, the Director highlights that for 30 years, the main objective of the French Chamber of Commerce and Industry has been to build a network of business contacts and to provide its members and other companies with francophone interests with the opportunity to network. “This is still the case today: for French companies already here, for French companies not yet here and for Hungarian companies also interested in the French market. We try to build relationships

quickly in an efficient and professional way, providing opportunities through our events and business development services.”

She adds that this became even more important three years ago, when CCI France Hongrie was awarded the sole representative role in the process accompanying the export activities of French companies through a French public concession tender. “In this way, we are the sole representatives of the French State here, supporting the export activities of French firms. Through our business development services, we provide them with market research, with qualified partner search, we find business partners for them here, we organize meetings – we were able to do this virtually during the pandemic –, we accompany them to meetings where we can interpret if necessary and we can further assist them in developing their business on the spot. We won this grant for a three-year period, which is now up but has been extended for two years until 2023. We have been doing this activity for 30 years, so our colleagues have an absolute wealth of experience in this professional field. They are native speakers of both French and Hungarian, they know both the Hungarian and the French market, they know the French business specifics and they can effectively help both the Hungarian and the French partner.”

For a more visible chamber László Károlyi mentioned in an interview this summer that he wants to "build an agile, stronger, more visible chamber." As to how he intends to achieve this, he says he believes that any professional association only makes sense and that members of different orientations will only join a professional association if they get value. “On the one hand, our chamber can strengthen French-Hungarian business relations, we can help in things that companies don't have the opportunity or the insight to do. We would like to strengthen these processes by providing up-todate and useful information to our members, while at the same time broadening the scope of the Chamber's interests, which have so far focused mainly on French interests and investments Hungary.” Reaffirming the words of the CCI France Hongrie Director, he adds that “the Chamber's staff are very familiar with the French business community, so we can also help the other way round: for Hungarian companies that want to do business abroad, and mainly in France or in francophone areas. We want to do all this in a fast and very flexible way, as requested. We want to be visible, so that we can provide more companies with information that is otherwise more difficult for them to access today, but also so that this information and these opportunities are put on the table quickly and when they are needed.”

Predictability

As for the perception of the current investment environment in Hungary by French companies, the CCI France Hongrie President stresses that both France and Hungary face elections next spring, “and the business environment we see now and the feedback we get in May next year may change to some extent. I think the most important thing from a business point of view in an economic environment is predictability. Every business prepares a business plan based on certain premises, which has a short term and long-term outlook for taxation, for the development of the economy, for the development of wages. If there is uncertainty and a lot of change, then, it makes investors and businesses wonder what sort of ground they are on.” In his view, the Hungarian economy has performed predictably and securely in recent years, both in terms of general taxes and other regulations, “which means a much more stable environment than, say, five or ten years ago. It is a supportive environment, as evidenced by the recent announcement that three French companies will invest HUF 20 billion in Hungary in the next years.”

Keeping the Chamber work

The world health crisis – and the constraints it has brought with it – created challenges in most areas and the French Chamber is no exception. As the Director explains, they moved to digital solutions, organizing almost as many webinars, if not more, than in-person events in previous years: a total of 56 with 1,600 participants in 2020. “We did virtual factory visits and virtual B2B meetings, so we tried to bring all our previous activities into the virtual space. Last year, the publication ‘French Presence in Hungary’, which was published after seven years in 2020 and which actually maps French companies in Hungary, was a great success and was much missed. There are 491 French subsidiaries in Hungary today, making France the fourth largest investor in Hungary. We have had a strategic partnership with the Ministry of Justice since 2018 and a similar agreement with the Hungarian Export Promotion Agency (HEPA) signed in September 2020. These allow the creation and development of complementary and new services in the Chamber: we promote the export activities of Hungarian companies. Of course, we are also working very closely with the French Embassy, the Economic Department and each of its other sections, as well as with the French Institute. We are the professional partner and sole representative of the French export promotion agency Business France in Hungary. In addition, we are representatives of ‘Promosalons’, an exhibition organization and recruitment company, which means that we recruit visitors to French international exhibitions.”

On September 25, they held their prestigious Gala evening, ‘Jardin des Lumières’, in the beautiful garden of the Klebelsberg Castle in the Buda Hills. The festive year will be closed by a booklet of Success Stories to be presented at the Christmas party. “All of this is important, but the first and most important thing is to be the professional partner of French companies and in the long term, we should be the first thing they think of in the field of economic and commercial business development,” she concludes.

Together, beyond animal health

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A NEW LEADING EUROPEAN COMPANY

EUROAPI'S BUDAPEST SITE IS THE LARGEST PROSTAGLANDIN API PRODUCTION FACILITY IN THE WORLD

Early this year, the French multinational healthcare company Sanofi announced the establishment of EUROAPI, a future leading European company dedicated to the development, production and marketing of active pharmaceutical ingredients (API). The standalone company will combine Sanofi’s API commercial and development activities with six of its European production sites, one of which is in Újpest, a northern district of the Hungarian capital.

Explaining the significance of active pharmaceutical ingredients, the General Director of EUROAPI Hungary, Dr. Zsuzsanna Diószegi tells Diplomacy&Trade that all drugs are made up of two core components, the API, which is the effective molecule responsible for the therapeutic effect used in the composition of any drug, and the excipient, the substances that help deliver the medication.

API to medicine

She points out that “API and raw material are often confused due to the similar usage of the two terms. What is the difference? Raw material refers to chemical compounds that are used as a base to make an API. We purchase the raw materials from raw material or chemical product manufacturers. When using the raw materials, we produce APIs in our plants. The API is not made by only one reaction from the raw materials but rather it becomes an API via several chemical compounds. After this long manufacturing process, it is purified until it reaches a very high degree of purity and finally becomes an API. We manufacture APIs and drug manufacturers make medicines from APIs. Drug manufacturers make medicines by mixing APIs and pharmaceutical excipients. This is how an API becomes a medicine. The quality of APIs has a significant effect on the efficacy (producing the result desired) and the safety of medications. If an API is not ultrapure, a medicine cannot meet the strict quality criteria, so APIs are subject to stringent regulations and oversight by the country they are shipped to.”

Better supply chain resilience

The new EUROAPI company has 3,200 employees, operates six important industrial sites, has about 200 APIs in its portfolio selling in more than 80 countries worldwide. “We are the

biggest player on the small molecule production market, so we can undoubtedly declare that this transformation is a strategically important move for the entire pharmaceutical industry. EUROAPI'S sites are in Europe and are staffed by skilled employees who must comply with the highest quality, labor and environmental standards. EUROAPI offers an alternative supply solution based in Europe to ensure a better supply chain resilience. By diversifying resources and careful planning, European manufacturers will be able to procure European-quality active pharmaceutical ingredients that have been produced in compliance with the strict European regulations, via shortened transport routes, while the innovations tailored to their needs will ensure competitive prices.” she adds.

Less dependence on Asia

EUROAPI will represent the API state-of-theart industrial capabilities and technologies. As to what the benefits of working on a European level, with European professionals, creating and utilizing a continental supply chain, etc. will be, Dr. Zsuzsanna Diószegi stresses that in a context of increasing medicine shortages that are critical for patient care, it is key to ensure autonomy in API supply. “Industry and governments need to collaborate to develop a joint approach to support manufacturing and supply excellence, including, for example, double sourcing of essential medicines and regional API sourcing.” The new company would bring a European balance in an industry very dependent on Asia, knowing that 60% of the world’s API production (by volume) comes from China and India. EUROAPI is less dependent on Asia given its highly vertically integrated structure, which enables it to only source highly commoditized raw materials and solvents on the open market. Since the COVID-19 situation, we can

see growing trend towards ‘dual sourcing’ in Western countries. Building on a strong industrial legacy built over decades and broad expertise and experience, EUROAPI would help secure a greater stability in supplying quality API for the benefit of millions of patients worldwide.”

Pursuing innovation

At EUROAPI the Újpest site plays a special role in the new stand-alone company. It’s wide product range and world-leading prostaglandin product portfolio make this site an essential asset. On November 1 this year, EUROAPI was joined by EUROAPI Hungary Ltd. whose General Director points out that Budapest is one of the largest sites of the new company, both in terms of staff numbers and volumes, while it also brings a successful development team. Therefore, it is only logical that it will also serve as one of EUROAPI's development centers. “We are empowered to invest in new technologies and pursue innovation. The EUROAPI Group itself and its Hungarian legal entity also intends to be the engine of partnerships in the industry. We are not just differentiating ourselves from other manufacturers by meeting higher safety standards, we can also use the great science and engineering capabilities of the universities, start-ups in Europe. By bringing in the scientific, innovative ecosystem, we are strengthening the science and increasing the quality and competitiveness of our processes. All our investments in Újpest will focus on new products and process developments that are featuring industry 4.0 and green tech, green chemistry approaches and solutions. The spill-over effect of such cooperation is also significant: the Hungarian economy is strengthening, new jobs are being created, the standard of education is increasing, and Hungary's export performance is growing.” The Újpest site also hosts the Budapest IT hub of the Group. It ensures the services for each industrial site and headquarters of EUROAPI and commercial affiliate.

World’s #1 in prostaglandin generics

EUROAPI Hungary is headquartered in Újpest at a former Chinoin site that has a history of 111 years. The company is to build on this tradition and expertise to concentrate huge intellectual capital, with innovative production technology solutions and continuous development to meet

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led Hungary to become the leading producer in the world. Due to the ever-increasing global demand for prostaglandins, EUROAPI Hungary has increased its activity by more than 60% in the last five years,” she adds. In an effort to maintain Hungary's, and by extension the European Union's, unique European position in the integrated chain of prostaglandin APIs, as well as provide a secure and autonomous prostaglandin supply chain, the company is constantly improving its activities. “These activities are fueled by our quest to look for new, green, and sustainable production methods in alignment with our common, regional directives, such as the ‘European Green Deal’ and ‘Fit for 55’ initiatives.”

Bringing life-changing medicines to the market faster

the challenges of the future. “One of our most awaited projects is focusing on prostaglandins. The Újpest site is the largest prostaglandin API production facility in the world, and EUROAPI is the world’s leading supplier of prostaglandins for large-scale commercial pharmaceutical production,” the General Director says. Prostaglandins are naturally occurring molecules in animal and human tissues or organs. They are unique because they can induce a variety of effects and processes within the system with extremely low dosages. Synthetic prostaglandins can be clinically used in a wide array of applications, from induction of childbirth to the treatment of glaucoma or hypertension – but they are also used extensively in men's health and veterinary applications. “Boasting nearly 200 different products, our manufacturing has

Another, but equally important, aim of EUROAPI is to strengthen the trust of its partners. Regarding the means to do that, Dr. Zsuzsanna Diószegi highlights that in the field of foodstuffs, there is already a noticeable tendency of purchasing foods from reliable or local sources. “I originally studied as a pharmacist and not a chemist, so I am fully aware that the source of the active ingredient used in a medicinal product is not inconsequential. If you think about it, this raises the greatest issue of trust: what medicine should we take or give to our children?” She stresses that they want to act hand in hand with their partners to improve their businesses and products, placing active solutions at the heart of their success. “EUROAPI is the global leader in small molecule APIs, and our robust innovation and R&D capabilities enable us to accelerate our contract development manufacturing organization (CDMO) activities

in complex molecule segments. When it comes to the complexities of drug development and manufacturing, pharmaceutical companies are relying on CDMOs more and more, because we can save clients valuable time, helping them to quickly bring life-changing medicines to the market. Whether it is navigating the highly regulated drug development framework required by the authorities or scaling production to meet deadlines and demand, having a CDMO partner can be a great resource with plenty of benefits for pharmaceutical companies to focus their efforts and resources on initiatives that move their company forward.” She believes that it is no question that trust can be a delicate issue in relations between a CDMO and a customer. The customer’s biggest concern when working with a contract manufacturer is to minimize the risk for their product. They need a CDMO partner they can trust, with an experienced team, strong quality systems and a proven track record of successfully supplying their customers on time and on budget.

Reducing environmental footprint

In the pharmaceutical industry, environmental protection is of utmost importance. “Between 2018 and 2020, we conducted more than a hundred customer CSR and Health and Safety audits with 100% success. Reducing EUROAPI’s environmental footprint and taking action on climate change are part of EUROAPI’s roadmap as a responsible industrial company.”

As to what measures they have in place in Újpest to ensure this as well as sustainability, the General Director explains that they always want to be one step ahead in the race for innovation and leading the way in developing active pharmaceutical ingredients across Europe and beyond, with the highest quality standards in a sustainable way.

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HUNGEXPO ARRIVES IN THE 21ST CENTURY

THE CONGRESS AND EXHIBITION CENTER IS TO BID FOR SEVERAL MAJOR INTERNATIONAL EVENTS TO BE HELD IN THE POST-PANDEMIC ERA

After a complete refurbishment taking two years, Hungexpo Budapest, owned by the French group GL events, a worldwide provider of integrated solutions and services for events, reopened in September this year to welcome exhibitors and visitors to the Hungarian capital’s fully renewed Congress and Exhibition Center.

Founded in 1967 and operating as a public limited liability company since October 1990, Hungexpo has been committed to the professional organization of trade fairs and exhibitions at home and abroad from the very beginning. With its extensive international contacts and network of representatives, it is now the leading exhibition and conference organizer in Central and Eastern Europe. The commercialization of its permanent exhibition space, the Budapest Congress and Exhibition Center, is another important pillar of the company's operations. The now completed EUR 170 million (HUF 55 billion) public investment has resulted in the construction of two brand new pavilions – one of 7,250 and one of 5,700 square meters – and a new contemporary reception hall, as well as the renovation of three other pavilions with a total area of more than 32,000 square meters. During the process, more than 70,000 square meters of indoor and 36 hectares of outdoor space were renovated. The entire utility infrastructure was renewed and the project also included high-quality landscaping with significant increase in green space.

THE NEW CONGRESS CENTER:

• Central Europe's largest conference building, consisting of four parts: head building, expo hall, foyer, conference hall.

• Ground floor registration area of 1,000 sqm in the center of the building, connecting with the conference hall and the expo hall.

• Ground floor conference area: 8 new section rooms of 1,800 sqm, suitable for 100, 200, 400 or 600 pax. Rooms can be used multifunctionally – from 100 to 600 pax can be separated or connected.

• Foyer in front of the rooms is 1,100 sqm, ideal for catering, poster sessions, exhibition space, etc.

• The ground floor expo space is 2,500 sqm. This space can also serve as breakout meeting rooms (3x700 pax). It can be divided into three parts, with a net internal height of 10m.

• Gallery floor: 16 breakout rooms, 75 sqm each. Rooms can be opened together to 150–225 sqm.

• 7m wide foyer in front of the rooms, which is perfect for smaller coffee breaks.

• The Plenary Hall is 1,890 sqm. It can be divided into three parts using mobile walls. It can accommodate up to 2,000 people.

• For the first time in Central Europe, equipped with Gala System seating solution

• Gala system is a custom-built auditorium technology equipment. It includes a total of 2,038 built in conference chairs in three sectors, which can be arranged automatically in different schemes. In addition, it is possible to create spaces from a completely flat layout, through the implementation of a cinema-style step-by-step layout, with partially or fully open rows of chairs, or even without chairs, and to divide the plenary room into up to three parts.

• The plenary space can be transformed quickly and flexibly.

• The speakers and amplifiers manufactured by JBL company provide quality sound for the performances in the various divisions of the plenary hall.

• In the plenary hall, the wall behind the stage is covered by the largest 72-sqm LED wall in Budapest.

• 1,700-sqm foyer surrounding the plenary hall.

• Possibility of parallel events.

• Above the expo hall, a roof terrace has been created covering an area of 2,350 sqm.

The internet service provider Magyar Telekom planted high-capacity, gigabit 5G access in the entire area of the renewed Hungexpo site. The built-up network also allows good quality access indoors. 5th generation mobile technology enables higher data transfer rates, low latency, and the simultaneous connection of many network devices.

The main missing link in the development was the construction of a congress center with 26 section rooms, equipped with stateof-the-art audiovisual technology, and a capacity for 2,000 person plenary sessions. The plenary seating area is equipped with the latest Gala Seats retractable seating system, which allows the venue to be transformed from an amphitheater-like layout to a flat space in a matter of minutes, as required. The 72-squaremeter, high-definition LED wall, which takes up one side of the room, is also a record-breaker in Hungary and unique in Europe. The new congress center’s outstanding importance is also demonstrated by the fact that the building

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has a separate entrance from the Albertirsai road, so that congress visitors do not need to approach the venue through the exhibition halls. The investment that has now been completed makes up for decades of backlog, the CEO of Hungexpo Plc., Gábor Ganczer, said at the opening. “Budapest was already a prime destination for conference tourism, but due to the lack of a suitable venue, it has only benefited to a limited extent from one of the most important and lucrative branches of quality tourism, business tourism. With a modern congress center and the revitalization of the entire area, Budapest will be one of the top five conference destinations in Europe and will now be able to host international

congresses and conferences of almost any size," he added, pointing out that this major, comprehensive renovation and expansion allowed the facility to "arrive in the 21st century."

More and more events expected

According to the International Congress and Convention Association (ICCA) database, Budapest has so far lagged far behind Vienna and Prague in the number of annual association events due to lack of capacity. With the expansion of Hungexpo, Budapest is now expected to become one of Europe's top five conference destinations and the Hungarian capital will be able to achieve a better ICCA ranking as well

NEW BUILDINGS

A 21st-century architectural design structure, with an entry hall on the ground floor and HUNGEXPO offices on the 2nd and 3rd levels, is also part of the new construction. The building is already becoming a landmark of the Congress and Exhibition Center.

The addition of two new event halls – Hall H (5,700 sqm) and Hall E (7,300 sqm) – takes the total indoor space available to 70,000 sqm.

The three-level state-of-the-art Congress Center (Hall C) on 15,000 sqm includes a 2,000 pax plenary hall and three dozen smaller meeting rooms, plus a 2,500 sqm expo area and a rooftop terrace.

A kitchen and confectionery that can serve 2,000 people covers 1,320 sqm (with a 54-sqm cold room and 24-sqm freezer).

With the two new exhibition halls and the new congress center, HUNGEXPO is now the largest multifunctional exhibition and congress venue in Central Eastern Europe.

since it will be able to host more and bigger events than before. The primary goal is to get Budapest into the top 10 in that ranking. Major events held at Hungexpo since the renovation included the Tuning Show, the Eucharistic Congress and the International Hunting Exhibition, among others. Although visitors and clients are more cautious and are experiencing a 15-20% decline, Gábor Ganczer is optimistic for the coming year. He is cautiously expecting a resumption of international events in the second half of 2022, with a rebound expected in 2023-24: “following an unprecedented quiet period for the events industry worldwide caused by the pandemic, event organizers, associations and corporates are eager to return with their events to be able to meet face-to-face. Exhibitors and visitors are very much looking forward to once more attending well-regulated business events.” For the coming years, Hungexpo is working on bidding for several major international events, of which Budapest is expected to host in 2022 the European Psychiatric Association's (EPA) Annual Congress and returning to HUNGEXPO after 2016 once again: Bocuse d’Or European Selection. On the occasion of the opening, one of the visitors to the site was Sven Bossu, CEO of AIPC, International Association of Convention Centers. “I had the pleasure to see the profound transformation of HUNGEXPO on site and it is truly impressive. The brand-new conference center is not only pleasing for the eye, it also offers ultimate flexibility in terms of room capacity and set-up – including the plenary room, which can be transformed into several multi-function spaces in a minimum of time. This needs to be considered in combination with the renewed exhibition halls, varying from 5,000 sqm to 20,000 sqm, which are only a footstep away. As a result, HUNGEXPO can indeed host any type of event, whether it is a big congress with an exhibition or a massive exhibition with a small conference. These days, flexibility is the key success factor and HUNGEXPO definitely has everything it takes,” he stressed.

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LEGRAND, A SUCCESS STORY IN HUNGARY

THE HUNGARIAN MEMBER OF THE GROUP WORKS TO MAKE LIFE SAFE AND SUSTAINABLE

Legrand, a world leader in the manufacturing of products and systems for electrical installations and information networks in terms of sales, has been present in Hungary for close to three decades through its acquisition, in 1992, by way of a privatization deal of the Hungarian Kontakta company, which had been operating in Szentes, SE Hungary since 1961.

The CEO of Legrand Plc., László Károlyi joined the company in 1993, shortly after the privatization document was signed in December 1992 and has worked there ever since. He tells Diplomacy&Trade that “although it is many times justified that a successful privatization deal can indeed have a lot of challenges, if we look at what has happened in the last 30 years to Legrand Hungary, we can say that it was a really successful privatization. We are developing inside of an international group. So, in fact, it was a good blend between the local Hungarian know-how and experience and the multinational activity. We multiplied our turnover, which is now over EUR 90 million.”

The right people

He believes that “the key factor that we realized during the last 30 years is the importance of our staff. These people’s constant engagement has been of primary significance. I am witness to that because I myself have been here throughout this time: first in charge of the industrial area, projects and operations, then of country management for the last 17 years. I have always supported the idea that employment engagement is a real asset for the company. You have teams, you have colleagues with whom you spend more than eight hours a day at times. And if you don't like it, and you do it only for the money, even if you have an extraordinary payroll after a few years, you say goodbye and move away. At the

company, we have some people who started working here at the beginning and will go into retirement from here when the time comes. After two-three years of working here, they get to know the place, get to know each other and they stay with us. This is why we have a very low rate of fluctuation. So, I believe that's the real treasure and this is the key of our success.”

Think global and act local

As to what being a member of the Legrand Group means, the CEO says it's not just having the benefits of belonging to a big international company that has subsidiaries in 90 countries and representation in 180 countries but it's rather a two-way issue. “You contribute and they contribute. If a company is trying to spread a central idea among its subsidiaries worldwide, that is not successful formula in my reading. Perhaps, it's working for a short time, but it's not sustainable. It's the cultural diversity that matters. Business is different, people’s thinking and decisions are different. The

HONORARY CITIZEN

Throughout his almost three-decade-long career at Legrand Hungary, László Károlyi has spent a lot of time at the company headquarters in the southeastern Hungarian town of Szentes. He is very proud to say that “although I don’t live there any more, I really appreciated the decision of the local government there in 2020 to honor me with the title ‘Honorary citizen of the town’ for what I did at the company and what the company did for the local community there.”

saying ‘think global and act local’ is very true, the current pandemic pointed this out once again. Why I like to work in the Legrand Group is that it provides a good background, we have their strong support and atmosphere. It is an organization in which we can find the right information and the right orientation on the strategic level. We are living in a world that's changing, sometimes with big surprises like this pandemic. Fortunately, the Legrand Group is being a leader in diversity I have worked here for almost 29 years – it is a place that has allowed me to develop myself.”

Smart control

Legrand's priority is to innovate and promote smart solutions, which is why it is constantly developing its products beyond the technological needs of the times. “We are specialists in building digital and electrical infrastructure and our motto says ‘Our mission is to improve lives’. On one hand, it means functionalities that are inside the building make people safer, more comfortable, cozier, and more efficient from the energy point of view because improving life needs a global approach. In other words, it means improving lives for our children, the next generations. That is why we must pay attention to efficiency, how we use energy. We live in a digital era and thus, all these new technologies could be integrated in our traditional products, including in-line devices like sockets and switches that allow controlling house energy consumption: switch on or off the lights, let the shutters up and down or

control the heating remotely – it’s smart control.”

All that is inside a house, but the other area Legrand is active in, electromobility, is not necessarily far from the house, either. As the CEO puts it, charging your car batteries at your house is like having a fuel station at home. “The world is switching to electric cars quickly and Legrand, investing in this field, has developed its own EV charger. So, those are maybe the two most visible things for the consumer market of what Legrand is doing and how Legrand is supporting this digital transformation.”

Preparing for the anniversary

As regards the celebration of the 30th anniversary of the company in Hungary, László Károlyi says they wish to thank their employees, who, as he said earlier, are valuable assets to the firm; to thank their customers who are doing business with Legrand and also to thank to all Hungarian people, their choice to like Legrand products and services. “While saying a few words about the last 30 years, there will be much more emphasis on presenting what is our future. Since Legrand’s mission is ‘improving your life’, we are practically present in the daily life of the people and we want to offer them things that are safe and are attractive to use them as well as energy efficient, things that are interesting, that are answering to their needs. And we have not only a lot of products but also a lot of ideas. So, I ‘m convinced that in the next 30 years, we will have a lot of nice events to hold and Legrand globally, as well as in Hungary, will be as successful as it is now.”

french focus

PROFESSIONALISM AND DIVERSITY

FRENCH BUSINESS MANAGEMENT SCHOOL IN BUDAPEST TACKLES THE PANDEMIC SUCCESSFULLY

The ESSCA School of Management, was founded in 1909 in Angers, in France. Besides the biggest French towns (Angers, Aix-en-Provence, Bordeaux, Lyon, Paris and Strasbourg), the School also has two campuses abroad: one in Shanghai, China and the other one in the Hungarian capital. The Budapest Campus offers professional business education and humanistic values in great international atmosphere.

programs: gastronomic and touristic programs, CSR activities as well as sports activities. It is good to see that students also organize programs for themselves and they tend to send the invitation for these events to all of the students of the Campus. I would, however, like to emphasize that not only our students are of different nationalities but our professors as well. This makes it possible for our students to experience different teaching styles and it further increases the international scope of the Campus.”

Coping with the epidemic

additional ways to recruit its students. In order to maintain the high-quality selection process of the students, the School adapted new forms of evaluation of the candidates.”

Direct feedback

“These international campuses both represent a little French island in the two countries where the courses, the professional approaches as well as the student life are structured and organized in a French way and bring the students closer to the French culture,” the Director of ESSCA’s Budapest Campus, Professor Dr. Zsuzsa Deli-Gray explains to Diplomacy&Trade the French characteristics of the institution.

Humanistic values

ESSCA looks back a history of 111 years. As to how this great past appears in the philosophy of the School, the Campus Director stresses that humanistic values have been in the center of focus of the ESSCA School of Management since 1909. The attention has always been on the students and all pedagogical activities of the school have been centered around them. “It is very important to mention that the ESSCA School of Management has been pioneer in France in many different areas: it was the first school of commerce in France which recruited girls, which introduced the dual (co-op) program into its educational structure, which proposes bachelor and master level programs in six French cities and in two abroad, and which determines the tuition fees in function of the revenue level of the families.”

The benefits of international atmosphere

ESSCA in Budapest welcomes and trains – in English – more than 700 students annually from all over the world. That makes quite an international community. As the Campus Director explains, their students come from approximately 50 different countries which guarantees a true international learning and teaching experience at ESSCA. The great diversity of the students as well as their different cultural background make it possible for all of them to get familiar with different professional approaches, to understand the many dimensions of the same question and to appreciate the crosscultural differences. “We shouldn’t forget either about the incredibly high value of the social network they elaborate during their studies, which will help them professionally and personally in their whole life. The ESSCA students appreciate this diversity and enjoy the international atmosphere of the Campus. In classes, they study and work on business projects with classmates who come from different countries, and they are all invited to take part in interactive activities where they have to integrate their different points of view. Apart from the academic courses, the Campus proposes its students several cultural

The current pandemic introduced new challenges for all educational institutions. As Dr. Zsuzsa Deli-Gray points out, for the ESSCA School of Management, the most important goals were fourfold. “First, it made all efforts to guarantee the continuity as well as the high quality of the courses, which were proposed to our students. Our Advanced Pedagogical Center proposed trainings for all of the professors of ESSCA on how to deliver creative, innovative courses online, how to make online classes interactive, how to involve all students into online discussions, and how to use the different platforms for online teaching. We were lucky, as the IT Department of the School had already established the technological background of online teaching well before the outbreak of the pandemic at all of the Campuses and thus, we could switch from offline teaching to online teaching without canceling any classes. Second, we all wanted to make sure that our students are tutored and looked after in the same way as before the appearance of the pandemic. We tried to find new ways to make their student life experience live and value adding. Third, as all of our students need to spend at least one semester abroad during their studies, we had to find alternative solutions for this requirement. We introduced new international corporate projects, international internships as well as new cross-cultural academic programs for our students in order to let them replace their originally planned international experience by another exciting professional option. Fourth, the ESSCA School of Management had to find

She adds that there is a continuous, honest and direct communication between the Budapest Campus and its students. “We do encourage our students to give us feedback on their learning experiences, their opinion on the courses and professors and their appreciation on the atmosphere of the Campus. I organize a meeting with the student representatives and another one with all of the students once a week. These meetings let students discuss their remarks and questions with other students and get immediate feedback from me. Apart from the weekly meetings, all students are invited to share their individual points with us in a discrete environment, personally or virtually, during and also outside of working hours. We also ask students to evaluate their courses and professors at the middle of the semester as well as at the end of the semester.

Practical soft and hard skills

ESSCA Budapest provides education in the field of marketing, finance, business and management in English. “Most of our young graduates obtain a position at international companies in the fields of business development, finance, sales management, customer service, or market research. Regardless of the industry or nature of the job, there are certain key qualities that employees need to have if they wish to succeed in the business world. Thus, we do incorporate the development of specific soft and hard skills into all of our courses which include communication, team work, work ethic, time management, interpersonal skills, analytical and language skills. We also include the humanistic approach, CSR as well as sustainable development into all dimensions of our activities at ESSCA which is highly appreciated not only by the corporate world but also by all of the different stakeholders of our School,” Dr. Zsuzsa Deli-Gray concludes.

french focus

SUSTAINABLE FUEL AND FLEET MODERNIZATION

DECARBONIZATION OF AIR TRANSPORTATION IS A PRIORITY AT AIR FRANCE GROUP

The Air France Group has recently announced that it commits to setting sciencebased greenhouse gas emission reduction targets with the Science-Based Targets Initiative (SBTi). The use of sustainable fuel and fleet modernization are two of the elements used to achieve the targets.

The Air France-KLM Group has signed a letter of commitment with the independent reference organization SBTi, founded by the Carbon Disclosure Project (CDP), the United Nations Global Compact and the World Wildlife Fund (WWF). As Ildikó McPartlin-Kiss, Country Manager for Hungary and Balkans at Air France-KLM explains, this proactive approach aims to have the Group's and its companies' CO₂ emission reduction targets assessed based on a scientific approach and criteria. In particular, SBTi will ensure that the targets set are compatible with the Paris Agreement, which aim to limit global warming to well below 2°C.

The SBTi approach involves the Air France Group airlines – Air France, Transavia France and HOP! – which are implementing the Group's decarbonization trajectory. For Air France, this trajectory aims to achieve zero net emissions by 2050. The Country Manager highlights that the Air France-KLM Group has been committed for several years to reducing its carbon footprint. The challenge today is to accelerate its environmental transition by activating all the levers at its disposal and by encouraging the emergence of innovative solutions.

Sustainable Aviation Fuel

One of these is the use of Sustainable Aviation Fuels (SAF), non-fossil fuels produced from industrial or domestic waste that do not compete with the human food chain. This October, Air France, TotalEnergies, the Metropole and the Airport of Nice Côte d’Azur joined forces to

Paris in the evening of October 1 from Nice Airport after being loaded with 30% SAF produced by TotalEnergies in its French plants.

The SAF-fueled flight took place during the Nice Transition Days, an international festival celebrating ecological innovations, hosted and organized by the Métropole of Nice-Côte d’Azur in partnership with the La Tribune newspaper and the Transition Forum association. The flight marked the end of the Transition Forum, an international economic conference held during the Nice Transition Days, whose purpose is to accelerate the transition to a lower-carbon future. The biofuel used for this flight was produced from waste and residues generated by the circular economy. It was made by TotalEnergies from used cooking oils at its biorefinery of La (Bouches-du-Rhône) and its plant at Oudalle (Seine-Maritime). The French-produced SAF carries ISCC-EU certification (International Sustainability & Carbon Certification) awarded by an independent body, which guarantees its sustainability. The 30% incorporation on the Nice-Paris flight prevented the emission of three tons of CO₂.

An economically and environmentally efficient aircraft

Ildikó McPartlin-Kiss points out that that another element used to achieve the decarbonization goals is the Group’s fleet renewal, with the integration of the latest generation of environmentally more efficient aircraft like Airbus A220.

The most innovative and efficient single-aisle aircraft in its class, the Airbus A220-300 is perfectly suited to Air France's short and medium-haul network. It provides a 10% cost reduction per seat compared to the Airbus A318 and A319 and stands out for its energy efficiency, consuming 20% less fuel than the aircraft it replaces and its CO₂ emissions are also reduced by 20%. Its noise footprint is also 34% lower. These characteristics will play a decisive role in reducing Air France's environmental footprint and achieving its sustainable development objectives. By 2030, the airline will have reduced its overall CO₂ emissions per passenger/km by 50% compared to 2005, or 15% in absolute terms.

Air France is also committed to working with all its stakeholders and the public authorities to achieve the climate target of zero net CO₂ emissions by 2050, she says.

The Air France Airbus A220-300 has 148 seats, offering 80% of customers a window or aisle seat in a 3-2 seat configuration. It has two travel cabins, Business and Economy, and access to Air France Connect, the airline's inflight Wi-Fi service. The seat, the widest on the market (48 cm), reclines to 118 degrees and has an adjustable

headrest, leather upholstery and an ergonomic seat cushion for enhanced comfort. A wide solid tray table, cup holder, a pouch for storing magazines and books, individual USB A and C ports and tablet or smartphone holder integrated into the backrest complete the package.

The cabin, the most spacious and brightest in its category, is decorated in the Air France signature colors – shades of blue, a strong presence of white providing light and contrast, and a hint of red symbolize the airline’s excellence and know-how. The carpet revisits the traditional ornamental herringbone pattern, symbolizing the emblematic Haussmanninspired world of Parisian apartments.

Large panoramic windows provide natural light for the duration of the trip. From boarding to landing, specially-adapted cabin mood lighting settings create bright, dynamic lighting for the welcome and disembarkation phases and softer lighting for a more relaxed, serene atmosphere during the flight. The spacious baggage racks are easy to access. The central aisle is particularly wide, allowing customers to move about at ease.

Winter schedule with sustainable aircraft and safety measures

The winter season at Air France is marked by the entry into commercial service of the Airbus A220 as it began operating on October 31 to Berlin (Germany), Madrid, Barcelona (Spain), Milan and Venice (Italy), then later in the winter to Bologna, Rome (Italy), Lisbon (Portugal) and Copenhagen (Denmark).

‘Ready To Fly’ is a free and optional service allowing customers to request and receive confirmation that they have all the health documents required for their trip before going to the airport. This saves considerable time on the day of departure, while ensuring a smoother boarding process and avoiding multiple checks.

‘Ready To Fly’ is now available on over 130 routes from 65 airports on the Air France network. Ildikó McPartlin-Kiss stresses that the health and well-being of Air France customers and staff are at the heart of the company's concerns. Air France is committed to providing its customers optimum health and hygiene conditions at each stage of their trip. On board the aircraft and throughout the duration of the trip, it is compulsory to wear a surgical mask. The air in the cabin is renewed every three minutes. The air recycling system on board Air France aircraft is equipped with HEPA filters, identical to those used in hospital operating rooms. Air France has also reinforced aircraft cleaning procedures, notably with the disinfection of all surfaces in contact with customers such as armrests, tray tables and screens before each flight. Air France's health commitment was recently recognized by the international rating agency Skytrax, which awarded the airline its COVID Excellence Award at the Skytrax World Airline Awards 2021

french focus

VACCINATING ANIMALS ALSO PROTECTS HUMANS

CEVA PHYLAXIA ENDEAVORS TO PREVENT ANIMAL DISEASES THAT COULD SPREAD TO HUMANS

It was announced this late November that Ceva Phylaxia will set up a new vaccine factory along with the associated infrastructure by developing a new site under a greenfield investment in Hungary. As the General Manager of the company, Dr. Zsolt Németh tells Diplomacy&Trade, Ceva Phylaxia is growing and planning to grow.

“Investments related to capacity increase of production, warehousing of raw materials and finished products, future plans on secondary packaging of products and quality control testing require significantly more space than what we have in Budapest. This has led to the decision of buying land in Monor and making further investments there. The first project was the liquid nitrogen vaccine storage area where our modern vector and frozen vaccines can be stored from now on. These are vaccines targeting the prevention of illnesses of poultry products. Further production and vaccine testing capabilities are planned, with creation of more jobs,” the General Manager highlights. One might think that animal healthcare is less important than human healthcare but there is

HUNGARIAN

HERITAGE

“We are proud of our 110 years old Hungarian heritage and the many scientists who worked and who are working for us or with us. Just to mention a name, József Marek was a Hungarian scientist – even a street is named after him in Budapest – who identified the Marek disease of chickens, and this disease is named after him all around the world. The first building in Monor will store in liquid nitrogen vaccines among which the ones are to prevent Marek disease. We are also proud our 22 years of belonging to the Ceva family the organic growth our company is doing year by year, the trust we receive from the headquarters, and the strong plan for further investment to Hungary.” (Dr. Zsolt Németh)

close relationship. The health of humans, animals and the environment are interlinked, he adds. “For the last 10 years, Ceva has been working on the OneHealth concept. There is a risk that diseases affecting animals can transfer to humans. This was the case just recently when a Chinese woman died from H5N6 strain of bird flu. We are dedicated to using our expertise in animal health to minimize the threat of cross-species diseases (zonooses) that most of the time originate in wildlife.”

Strong and old scientific background

Ceva Santé Animale is the leading animal healthcare company in France and the fifth largest in the world. It carries out a significant R&D activity not only at the parent company, but also in Hungary as it was emphasized by the Chairman of the Board of Directors of Ceva Phylaxia, Thierry Le Flohic at the announcement of the Monor site. As Dr. Zsolt Németh explains, Phylaxia has a history and experience of over a hundred years in developing and producing vaccines for livestock animals. Many Phylaxia scientists are known worldwide. 22 years ago, this team became the member of Ceva group and continued the research work there. Currently, more than 100 engaged scientists and veterinary clinicians work in different platforms where they are researching and testing various vaccine candidates. “From the conventional vaccines up to the ones produced according to the latest

innovative technologies, we try to find solutions for the diseases which cause huge economic losses (such as avian influenza, Newcastle disease, Infectious bronchitis and Gumboro disease) or even human diseases. We are number 1 in hatchery vaccination; our poultry vaccines are present in 60% of hatcheries in the world.”

Billions of vaccine doses

Apart from R&D, Ceva Phylaxia in Hungary is producing, testing, packaging and distributing vaccines for prevention of illnesses of poultry, swine and ruminant. “We have more than 100 vaccines that we produce including the most modern vector and frozen vaccines, some offering prevention for avian flu or the Q fever that is zoonotic illness in ruminants. For the latter, Ceva Phylaxia is the only firm to produce a vaccine. Last year, we produced 49 billion doses of poultry, 175 million doses of swine and 95 million doses of ruminant vaccines. We also have a sales center in Hungary dealing with the sales and distribution of vaccines to Hungary and the Central European region. We are also proud of our Scientific Support Unit that helps our partners in the identification and prevention of animal diseases. We are doing our activities in strong collaboration with Hungarian universities and international scientific organizations,” the General Manager says.

Prevention is more desirable

Ceva Phylaxia exports 95% of its products to major meat-producing countries such as Brazil, Thailand, China, Mexico and South Africa. As Dr. Zsolt Németh points out, Ceva is convinced that prevention is more desirable and sustainable than curative treatment that should be left to the critical cases. This is why we have transformed our business from being around 25% vaccines, to close to 50% today. Ceva Phylaxia has played a very important role in that transformation. With its commitment to prioritizing preventive approaches to disease control and a number of initiatives that are helping to reduce use of antimicrobials to a minimum, Ceva is already contributing towards a more sustainable livestock.”

Social responsibility activities

‘Health, happy people and animals’ – as to how the elements of this motto appear in the socially responsible activities of Ceva Phylaxia, the General Manager stresses that the company is supporting one of the biggest animal shelters in Hungary, the Noah's Ark Foundation. In addition to donating adoption packages containing our healthcare

products to the new owners of pets, we also take care of the shelter's residents, providing external and internal deparasitation products and vitamins.” In these pandemic times, home offices and lockdowns, pets are becoming valued members of many families helping people to psychically ease the situation. With these donations, Ceva Phylaxia is helping both animals and the human society. The employees regularly collect donations for children in need and their families, such as clothes, school supplies, cleaning and hygiene products and non-perishable food. Blood donation is organized 3-4 times per year at the company’s premises site, and employees are encouraged to become blood donors by ensuring for them two extra paid days/year, he adds.

A One Health company

Ceva believes that the world needs a comprehensive approach to health that makes people understand that by protecting the health of animals and our environment, ‘we are protecting our own health and our future’. In the spirit of this statement, Ceva committed to become a One Health company over a decade ago. “We understood that our primary purpose of protecting the health of animals had a much bigger impact on society than simply caring for animals alone. Just think of the danger of people consuming possibly infected animals. One Health is a much broader and more holistic concept that many realize. It goes well beyond healthy animals and healthy people, and the management of diseases that can spread between us. In fact, One Health also covers issues such as climate change, environmental pollution, biodiversity, food safety and antimicrobial resistance amongst others – all areas where Ceva is highly committed and plays an important role. Going forward, Ceva will redouble its efforts to help improve the sustainability of animal agriculture as part of its broader commitment to living up to the One Health for all ideal,” Dr. Zsolt Németh concludes.

PEUGEOT 3008 & 3008 HYBRID

french focus

A BATTLE WITH DESTINY

CHARLIE CHAPLIN PARALLELS IN AN AUTOBIOGRAPHICALLY INSPIRED FRENCH MOVIE

The 2021 edition of the Francophone Film Days in Budapest presented 13 movies to the Hungarian audience. One of these, ‘Tom Medina’ was screened in the presence of its director, Tony Gatlif, an Algerian-born artist of Romani ethnicity, the winner of the Best Director Award at the 2004 Cannes Film Festival. Diplomacy&Trade caught up with the director during his brief stay in the Hungarian capital.

Sent by a juvenile tribunal to the southern French region of Camargue, near where the river Rhône reaches the Mediterranean Sea, Tom Medina arrives to the farm of Ulysses, a kind-hearted man who lives in harmony with nature. Inhabited by visions, fascinated by bulls and horses, Tom gives up a life of crime and dreams of becoming a good person. However, facing an unwavering hostility in his new environment, he continues to battle with destiny…

A ‘traveler movie’ of autobiographic elements

This 2021 film very much appears to be a ‘road movie’ but the director says it is rather a ‘traveler movie’ than a ‘road movie’ in the classic sense of the expression. “The main character always goes wherever he finds something to eat. That is why I would characterize him as a traveler. He is looking for a place to dwell under cover and a place where he finds protection. A very small life – just like that of Charlie Chaplin. Tom Medina is very much like Chaplin,” he told Diplomacy&Trade. Tony Gatlif not only directed the film but he was the one, himself who wrote the script for which inspiration came from his own life. “It is not my whole life that this movie is about but the most interesting moments of my life. When I was a small child, I encountered policemen, youth institute educators, psychiatrists and I learned a lot from these encounters as these people were like master-teachers for me,” he explained.

Destiny and bulls

In reaction to why he included in the movie a quote by 18th century French philosopher Denis Diderot about fate ("We think we are in charge of our destiny, but it's always Destiny that's in charge of us"), the director stressed that “there are billions of people living in the world and we all believe that it is us who choose everything, we choose who our wife will be, we choose our children, we choose our

house but the reality is that we do not choose anything – it is destiny that shows us the way.” As for the reason of the bull motif in the film, he referred to the local traditions: it is a very strong animal in Camargue. These 700-kilogram animals are intentionally let to live in the wild there and as soon as they see people, they consider them enemies and attack them. “This is an animal full of strength, full of energy, lives in the wild and is not afraid of people, at all. It is an animal full of magic power and people have chosen this animal to perform the rite of bullfight. That is why Tom is so fascinated by them,” he added. In theaters, there is a saying that if there is a gun on stage it will sooner or later be fired. This movie by Tony Gatlif also features a gun… However, the director pointed out that the role of the gun in this movie is to show that it could be used but Tom has a strong character and his strength is that does not use it. “He could rob a bank with it, he could be like Bonnie and Clyde but he does not do anything like that. He throws

the weapon into the water by which I wanted to signal that he does not choose that life, he distances himself from that life.”

Ulysses is a kind of father figure in the movie, the viewers have the impression that he wants Tom to be there in the absence of his son who had disappeared. Tony Gatlif agreed with that impression: “I did not want to show this so directly but that is exactly what his attitude in the movie is about.”

The movie depicts parallel Tom’s life in parallel with that of young woman, Suzanne who wants to get her son back. The two characters only meet towards the end of the film. “Again, this is like in a Chaplin movie. Their smiles are like kisses. Suzanne’s child is ‘captured’ by society as the kid does not have a father and the mother has no place to live. Tom suggests to Suzanne that they should go and kidnap the child. However, Suzanne says ‘no’ because she is a mother and she knows that violence can only cause trouble,” the director concluded.

french focus

PROMOTING INTERCULTURAL DIALOG

INSTITUT FRANÇAIS SUPPORTS THE PROPAGATION OF FRENCH CULTURE AND BILATERAL COOPERATION

Next year, the French Institute (‘Institut français’) in Budapest will celebrate its 75th anniversary. As in the past, its current activities are also aimed at presenting French culture, the French language and European values.

When asked what he would consider as the Institute's greatest success over these decades, Cultural Attaché at the French Institute in Budapest, Florent Héridel admits to Diplomacy&Trade that “this is a difficult question... The French Institute in Hungary was established in 1947. It is one of the oldest foreign cultural centers in Budapest. It has lived through many events in Hungarian history, has organized numerous events and collaborations, and has also moved several times, perhaps losing some of its archives in the process. In the immediate post-war period, when France first created its cultural institute in Hungary, the establishment of our presence here was part of the diplomatic era, aimed at promoting peace and a greater mutual understanding between nations. Despite the Soviet presence, a relative tolerance meant that Hungarian culture could be open to Western influences, and an ambitious international cultural policy was developed, encouraged by the enthusiasm of Hungarian artists for France.”

Building bridges

In 1959, an exhibition of French books was held at the Műcsarnok (‘Art Hall’) in Budapest. By the end of the two-week exhibition, most of the books had been stolen by visitors. Many of these ‘thieves’ were artists studying at the Academy of Fine Arts, as well as university students of the History of Art and the Humanities. They would go on to become prominent representatives of their professions in decades to come… “Since that time, there have been many other events we can feel proud of and could talk about for hours. However, this exhibition was a fine example of how our work encouraged networking between French and Hungarian artists and intellectuals. At the end of the day, what is important to the French Institute is not so much the success of an individual event itself, but rather the creation of intercultural dialog.”

The attaché says that speaking of the construction of Europe, Jean Monnet would have said: "If I had to do it all over again, I would start with culture." By supporting the movement of artists between France and Hungary and being as close as possible to French artists in Hungary as well as Hungarian artists in France, the French Institute plays a modest role in responding to his regret by building bridges between our two countries,” he adds.

Encouraging cooperation

As for the main areas of presenting French culture to the Hungarian public themes and methods presented, Florent Héridel highlights that “our field is the cultural sector, in its broadest sense. We work as much on artistic themes as on educational subjects – for example, the promotion of the French language, the training of

French teachers; the university sphere, including academic partnerships; the promotion of French higher education and scientific research, as well as scientific exchange between research teams.” The French Institute is encouraging cooperation and organizing events in several fields from performing arts to design. The attaché reminds that both Hungary and France have made significant contributions to the common cultural history of Europe. He stresses the importance of Franco-Hungarian artistic relations in the field of music, literature or applied arts with many artists of Hungarian origin having lived in France in the 19th and 20th centuries. He believes it is important to promote this common heritage and the French Institute does its best to create visibility of contemporary French culture in Hungary and encourages cooperation between Hungarian and French cultural professionals, artists and intellectuals, including those of the new, young generation.

Environment Month

This November, the French Institute centered on the theme of sustainability and environmental protection. “November is traditionally Environment Month at the French Institute. For one month, the French Institute and its partners organize conferences, round table events, film screenings and VR experiences around the issues of climate, environment and sustainable development. This year's program covers the theme of water: water governance, the role

of agriculture in water management, etc. The current ecological transition and the fight against global warming is a priority, and a cultural center such as ours can bring together Hungarian and French professionals, academics, researchers and artists working towards the emergence of a new culture of ecology,” Florent Héridel explains.

Not just in Budapest

The French Institute in Hungary works throughout the country with various partners (notably the Alliances françaises, as well as

school and university networks). “Although we are probably less visible outside of Budapest than in the Hungarian capital itself, we do strive to be present. This is done both through major events such as our film festival, which takes place in 15 Hungarian cities, or tours by theater companies, as well as through our online presence (we have a digital media library, and also offer streaming of films and meetings on social networks). In 2023, the city of Veszprém will be the European Capital of Culture, and we are already working with the team in charge of the program to ensure the presence of French artists on site as well as building common programs,” the attaché says.

Support for the promotion of the French language

He stresses that at a time when globalization poses the risk of a standardization of cultures, the French Institute wishes to commit itself to the flourishing of the French language and to plurilingualism. “For this reason, we seek to cooperate with Hungarian educational authorities on any theme related to education, to promote the French language, to participate in the continuing education of teachers of French as well as non-linguistic disciplines in French, to support French-speaking educational networks in Hungary and to encourage teacher mobility. It is a meticulous program, centered around partnerships with local authorities and establishments within the school system, but also in connection with our own language center.”

Inter-institutional cooperation

The Institut Français actively cooperates with other such centers in the Hungarian capital. “We work a lot with other foreign cultural institutes, whether it be our European partners, our French-speaking partners, or other partners to put forward their own program. The network of European cultural centers with which we work organizes every year different events around European literature, cinema and debate. In this framework, we also engage in dialogue with the Goethe Institute, and there are one or two operations every year carried out by this Franco-German couple. The objective is really to work around European values, living together and diversity. The European Union is not only a market, it is also a political project. We also work with diplomatic representations and Frenchspeaking cultural centers, especially in March, during the month of 'Francophonie'.”

french focus

ALMOST EVERY MEAL IS A FEAST

ELEMENTS OF FRENCH CUISINE INTRODUCED IN HUNGARY BY A 19TH CENTURY HUNGARIAN CHEF

Europe's best chefs will once again compete in Budapest in March 2022, six years after the first Bocuse d'Or Europe here, as the Hungarian capital will once again host the European finals of the world's most prestigious cooking competition.

The event will see Europe's best chefs compete and a panel of 24 judges will decide who will represent Europe at the World Finals in Lyon. The European final is the most-watched event of the qualifying series, with the most chefs qualifying for the world final. Budapest hosted the European final of the world's most prestigious cooking competition, the Bocuse d'Or, for the first time in 2016, where Tamás Széll and his team made history by winning the final. The French organizers highlighted the very high quality of the organization and the Hungarian hospitality of the competition five years ago, while Jerome Bocuse, son of founder Paul Bocuse, called the event "the best European final ever" in his closing speech.

What the French eat

Paul Bocuse, Alain Ducasse, August Escoffier, Joel Robuchon... and many more names that have made French cuisine the greatest in the world –no wonder that it is the French who have had the greatest influence on world gastronomy.

As for dinner, it is recommende d to try at least four different dishes. Soup is not often on the table for the French, only on cooler days, yet perhaps one of the most iconic French dishes is the famous onion soup, known the world over, or the famous Marseille fish soup, the bouillabaisse. Even an average, non-holiday dinner in France starts with a light starter, followed by a meat course, then fruit, cheese, and a delicious dessert – almost always accompanied by wine.

Specialties such as oysters, foie gras, seafood, stuffed poultry, are more commonly eaten at weekends and on public holidays, but for a Frenchman, almost every meal is a feast. It is noted that the cuisine of Provence, a Mediterranean cuisine, is a little different from the cuisine of the classic French cuisine of deep flavors, creamy buttery textures, a kind of heaviness and seriousness. Provençal cuisine is characterized by a kind of playfulness, a rainbow of flavors, more vegetables, lots of fresh herbs, lighter meats, especially fish. One major difference is that Provençal cuisine uses olive oil rather than butter.

Hungarian

Marchal from a Napoleonic Court

A great role in the introduction of elements of French cuisine to Hungary was played by chef József Marchal, who first learned French cuisine in the kitchen of Napoleon III, and later became the chef to the Russian Tsar and Archdukes. He arrived in Hungary in 1863. He first ran the National Casino Restaurant, then became the owner of the Queen of England Hotel, but also worked at the Tisza Hotel in Szeged and the Palace Hotel in Lillafüred. In June 1867, he hosted the coronation dinner of Franz Joseph and Queen Elisabeth at the Vigadó in Pest. He turned the restaurant of the hotel on the banks of the Danube into a fashionable and popular place of gastronomy.

A dish named after the chef was the Marchalstyle pork liver. He and his students strove to be as precise and demanding as possible, using only the right materials and strictly following the kitchen's technical specifications. In addition, they tried to incorporate foreign ingredients, which had already become well known in Hungary, into their cuisine. Later, his son took up the hotel and catering trade. József Marchal was therefore a key figure in 19th century Hungarian gastronomy, not only because he boosted Hungarian tourism and catering, but also because he popularized and tastefully and excitingly blended the distinctive flavors and techniques of French cuisine with those of Hungarian cuisine.

As Hungarian gastronomy bloggers note, meals in France are typically substantial yet lower in calories than what people are used to here in Hungary. Breakfasts usually consist of a cocoa or a light latte (café au lait), accompanied by the famous pastry croissant, and served with butter strawberries, peaches, and orange marmalade. Classic lunches have now been adapted to the more modern hectic life. A sandwich served in a baguette, or a quick salad, are part of everyday lunches, but it's still the classic bistro that really serves lunch. Here they serve simpler, but very tasty, 1-2 course lunches, one blogger notes.

Lighter meats with salad, fish, a mixed tasting of cheeses, cold cuts and a light dessert at the end. Chefs from the world of French bistros such as Antony Bourdin have become world famous.

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FURTHER GROWTH AT TÜV RHEINLAND

THE AIM IS TO MEET INTERNATIONAL NEEDS AS WELL

TÜV Rheinland Intercert Kft., an internationally renowned technical testing, inspection, surveillance and certification company, has completed a multi-million-euro investment in the last two years. Last year, the company moved to new, larger and more modern premises, and a new managing director has been appointed as of December 1 this year.

The new head of the company, Zsolt Pesze, who has already worked for TÜV Rheinland before, says that thanks to the successful and continuously developing professional and business cooperation of the previous years, the expansion of the Hungarian capacity and the range of services has become a clear strategic goal. "Within the group, further expanding and strengthening the role of the Hungarian subsidiary is a priority objective. The recent investment in expanding and modernizing our laboratory capacities and introducing state-of-the-art solutions is the basis for the planned portfolio expansion, full service to new industries and cooperation with our strategic partners."

Professional background

The new Managing Director has professional and managerial experience in multinational companies in global markets in the telecommunications and automotive industries, mainly in R&D. In his management assignments, he was involved in the introduction of new professional and business areas, and the transformation of product and business portfolios. He now brings this experience to TÜV Rheinland Intercert Ltd. "From the very first discussions with the senior management of our parent company, the open and transparent communication clearly confirmed that I could play an active role in the realization of clearly articulated medium and long-term strategic objectives and that I could meet the expectations placed on me. By changing the internal structure of the company, it will be possible to support

EMC LAB AND

E-MOBILITY

a more efficient and commercially effective operation. One of my priorities will be to support the transformation that is underway and to strengthen the integration that is expected at European level," the Managing Director stresses.

To the next level

The TÜV Rheinland Group will celebrate its 150th anniversary next year, and it is a great honor to join the Group at this time, he adds. "It is an extremely attractive professional challenge to take over the management of a stable company and contribute to taking it to the next level. Building on the long-standing business relationships we have already established, we are constantly looking at further opportunities for cooperation with our partners, looking for the interfaces that will allow us to serve their future needs and, if possible, be ready to provide a solution as soon as the need arises."

Supported by the family

The family background also contributes to the effectiveness of the professional work. "Together with my wife, we are guiding our three children –two boys and a girl – and organizing our daily lives. After the concentration required by the day's work, it is always a great pleasure to come home and relax, recharge and spend evenings with the family after the obligatory chores. It is very important for me to live my daily life with my family as it helps me to maintain a balanced and healthy mental strength. My wife plays a huge role in organizing our lives, and I find our evening conversations and her supportive words when talking through the day's events reassuring," Zsolt Pesze says.

A center of excellence

TÜV Rheinland Intercert Ltd.'s laboratories in Hungary are recognized as a center of excellence within the Group and also at industry level. As for the plans for the coming years, the new Managing Director stresses that, based on the company's stable position and its prominent market share, they would like to continue to provide worldleading technical services in Hungary and to meet the changing market needs by introducing even more new service areas.

The latest technical news from TÜV Rheinland Intercert Ltd. is the completion of the EMC lab. EMC, or Electromagnetic Compatibility, is the testing of the interaction between electrical devices. According to Business Stream Coordinator Gergely Hidas, all electrical devices act as antennas to some extent – and at the same time – the antenna is transmitting and picking up interference from other devices in the vicinity. "These effects are only desirable if that is the function of the electrical device, i.e. to transmit information via wireless communication, such as a Wi-Fi or Bluetooth device. Otherwise, they are called interference and these unwanted emitted interference signals alter, or interfere with, the operation of other devices. Such interference can even be life threatening, for example, if a medical instrument is not working as intended during surgery. All devices must therefore be protected against such interference and any interference they may emit must be kept to a minimum. This is the purpose of the EMC laboratory, where the magnitude of the emitted interference signals and the immunity of devices to external interference can be tested electromagnetically in a completely isolated room." The company has carried out such tests in the past, but this new lab can also be used to test technologies such as high-power electric car chargers or large medical devices, electric car components or intelligent control systems. A special test facility for electric car components and self-driving vehicle technologies has also been set up, which will help in the development of vehicle components also manufactured in Hungary. "With the new laboratory, a capacity expansion has also taken place. Not only can we use faster testing technologies here, but we also have access to procedures that allow us to provide our customers with more accurate data on the electromagnetic behavior of the product during the product development phase, significantly shortening the time required for development. The size and load capacity of the new chamber is also significantly larger: we have a 2x3m entrance door and it is no problem moving and testing even a 1.5-ton equipment. Overall, we can offer a broader package of engineering services to product developers and manufacturers," he adds. TÜV Rheinland is progressively strengthening its position in the field of electro-mobility, which has become a key service area for the group in recent years. In this context, according to Business Field Manager Gábor Kovács, the company is thinking about complex services that support all participants in e-mobility, from the energy supplier through the vehicle and infrastructure, to the users. "We want to be a key partner for developers, operators and users in E-mobility, so that they can be in control of the future of their products. Throughout our lab development, we have been driven by the need to support this fast-growing industry with the highest possible flexibility and technical excellence." Development investments such as the 250kW intelligent load system for testing vehicle chargers at the new premises of the company and the high-precision GPS-based measurement systems for testing conventional and autonomous vehicles developed in cooperation with the Zalazone test track outside Budapest are there serve this purpose.

witty leaks

WITTY

LEAKS

LUCKYDOGS–LUCKYAMBASSADOR

CAPITAL

AMBASSADOR OF PORTUGAL, JORGE ROZA DE OLIVEIRA

Lucas is six years old and Angie is six months younger. They are both German shepherds born in Mexico City, my previous posting. I arrived in Hungary in the middle of the winter of 2020, two weeks before the first lockdown. Angie and Lucas were in Portugal and could not join me as planned. I only saw them again in July and brought them to Budapest that summer.

Budapest – a dog-friendly city

Mexico City is a very friendly city for dogs. The dog-walker is an institution there. What I didn’t expect was that Budapest is even friendlier.

I have learnt a lot about this city, and about Hungarians, through Lucas and Angie. First, the Hungarian capital is a city with a lot of dogs. That makes everyone generally empathetic towards them. I know some people cross the street when seeing two German shepherds approaching, but they couldn’t be friendlier. And when at the park, every day there is a child with parent wanting to see the dogs. They let anyone pat them.

A linguistic benefit

Walking the dogs also helps with my Hungarian. “Barátságosak” (‘they are friendly’), “nem baj” (‘doesn’t matter’), “nincs probléma” (no problem’) – these are my passwords when walking. I have also made friends with many elderly ladies walking their dogs. “Jó reggelt kívánok”, I always greet them, and then they start talking. “Nem értem, magyarul nem beszélek”. With this reply, they go talking even more. A smile seems to be always the best option for me. Everyone is so nice. In Budapest, one has numerous alternatives for walking dogs. From the woods of Szépvölgy to

the Hajógyári Island, or even on the Pest side, there are lots of places to walk them. I like taking them to the woods of the Second District, near a grass ‘airport’. It is also a great exercise for me, throwing sticks and making them run.

Great care

What we also have here is an excellent veterinary support. Lucas has already had to be operated twice and Angie once – orthopedics and the results are excellent. They have never had so much energy and stamina. The way I interacted with the surgeons and the way they received us were and are absolutely top of the profession.

Cosmopolitan dogs

I haven’t travelled much to Portugal lately, due to all circumstances. The first semester of this year was also our Presidency of the Council of the European Union and I remained all that period in Hungary. I took the dogs to Portugal for the summer holidays, a logistical enterprise which they don’t mind. In Mexico, they were used to boxes and travelling. But for Christmas, they stay here and again, towards the airport, I found a fantastic ‘farm’, which takes the dogs and treats them very well. I can see that by their happiness.

Lucky dogs – lucky ambassador

My wife works in development projects across the ocean and the void is filled in great part by the dogs. The first snows fell this November and the walks in the woods were absolutely marvelous. In the summer, they enjoy the beach, in winter the snow. Lucky dogs they are, and lucky me. I know I am biased, for I enjoy living in Budapest, probably one of the nicest places I have ever lived. But having the dogs with me, in these pandemic times, not only offers solace but makes me like Hungary even more.

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wine

UNIQUE BOTTLE FOR A UNIQUE WINE

DEVELOPED TO BE RESERVED FOR EGRI BIKAVÉRS ONLY

After years of development, the special bottle for the Eger wine region was launched two years ago. The latest news about the bottle with the inscription ‘1552 Eger’ is that – from now on – it can only be used for Egri Bikavérs (‘Bull’s Blood of Eger’). The creators of the bottle, the members of Eger Wine Workshop made their decision so as to make the most emblematic wine of the region easier to identify.

The shape of the bottle, launched in the summer of 2019, was inspired by one that was used in the Eger wine region in the 1930s and then almost completely forgotten. The bottle was updated to conform to modern standards.

The ‘1552 Eger’ inscription on the bottle honors and commemorates one of the most important events in the history of the town, the siege of the Castle of Eger where the attacks of the Ottoman army were successfully repelled by the defenders.

For a more unambiguous message

In the first two years following its launch, many customers got to know the special bottle. However, members of the Eger Wine Workshop felt that the concept needed some fine-tuning in order to make the message more unambiguous.

“There aren’t too many wine regions that can take pride in possessing an unmistakable character. To be frank, we weren’t always certain that Eger was one of them,

even though we have always had Bikavér right in front of our eyes. But once Eger winemakers committed themselves to Egri Bikavér, it all became so obvious. We are witnessing a new era of self-awareness in the wine region. The Egri Bikavér bottle is a further step in this direction”, local winemaker, Tibor Gál summarizes the region’s current efforts.

Egri Bikavér only

According to the new regulations in effect, the Egri Bikavér bottle can contain nothing but Egri Bikavér. In order to strengthen the perception that the special bottle is a guarantee of consistently high quality Bikavér, the top two categories of the AOC (Appellation d'origine contrôlée, i. e. 'Designation of origin') system, the superior and grand superior Bikavérs are automatically eligible for the use of the Egri Bikavér bottle. However, wines belonging to the classic category have to pass a quality test in order to enjoy the same privilege.

HOLIDAY SEASON AND 2022 OFFERINGS AT MÜPA

DECEMBER 27, 2021 – JUNE 29, 2022, PALACE OF ARTS (MÜPA), BUDAPEST

The Palace of Arts (Müpa) in the Hungarian capital promises a series of unforgettable memories with more international stars and surprises in its programs for the end of this year and 2022. During the festive period and in the second half of the 2021/22 season, Müpa is looking forward to welcoming its audience with exceptional performers, the most renowned representatives of both popular and classical genres.

In addition to the previously announced productions, there will also be concerts by such iconic acts as Emir Kusturica & The No Smoking Orchestra, Charles Lloyd, Daniel and Michael Barenboim, the Clayton-Hamilton Jazz Orchestra and Lee Ritenour. mupa.hu

RICHARD WAGNER’S PARSIFAL

APRIL 15-23, 2022, HUNGARIAN STATE OPERA, BUDAPEST

In Parsifal, his final music drama, Wagner embeds fear of the temptations of the world and sinful desires into a tale of redemption. The work is indeed a festival play for the stage rather than an opera. Many viewers – perhaps out of their own fears –criticized Wagner, who wrote both the libretto and the music, for what could be called the piece’s virtue and remarkable complexity, which is the personal tone with which he portrayed a religious theme combining notions of sacred and profane love. Designing the visual world of this new production directed by artistic director András Almási-Tóth will be Sebastian Hannak, who was also behind the look of Porgy and Bess and The Fairy Queen. The opera in three acts will be presented in German, with Hungarian and English subtitles. opera.hu

BARTÓK SPRING 2022

APRIL 01-17, 2022, PALACE OF ARTS (MÜPA), BUDAPEST

Launched in the spring of 2021, on the 140th anniversary of the birth of the world-famous Hungarian composer, Béla Bartók, the Bartók Spring International Arts Weeks is a unique event series dedicated to the arts. While offering insights into its fascinating oeuvre, the festival does not restrict itself to the work of the composer and seeks instead to represent Bartók’s spirit, creativity and outlook in countless genres, from contemporary classical music through world music, jazz and dance to visual art and pop music – the creations of the best international and Hungarian artists.

The event series seeks, in cooperation with Hungarian and European partner institutions, to make Hungary an even more attractive destination for cultural tourism in the coming years. Presented by the Palace of Arts in the Hungarian capital (Müpa Budapest), the Bartók Spring is hoped to gradually grow into a national, even regional, event series, which engages other major institutions of culture and cities to offer a program that is as rich and colorful as possible. bartoktavasz.hu

IRON MAIDEN LEGACY OF THE BEAST WORLD TOUR

JUNE 07, 2022, GROUPAMA

ARENA, BUDAPEST

The English heavy metal band Iron Maiden will return to take their ‘Legacy of the Beast World Tour’ further East into Europe in 2022. The show has already been seen by almost two million people across the globe, being hailed by fans and media alike as the most exciting and visually spectacular performance of the band’s career to date, with a decadesspanning set list of fan favorites.

According to Iron Maiden manager Rod Smallwood, “next summer, we will finally get to play the huge European stadium and festival tour for ‘Legacy of the Beast’ originally set for 2020. We are also adding some of the great cities of eastern Europe we were not initially visiting. We’ll be making a couple of additions and changes to the production and setlist to include some songs from our new album ‘Senjutsu’ and are making the 2022 version of ‘Legacy of the Beast’ even more spectacular than the acclaimed original show. You can be sure that we will still be featuring all the hits and the key elements of the original tour like the Spitfire, Icarus, Hell, flamethrowers and pyro and the rest - but we will shake it up a bit and Trooper Eddie will have serious competition in the new Senjutsu ‘world’ we are adding.”

Vocalist Bruce Dickinson says he is really excited about the new additions to the stage production and “we can’t wait for everyone to see what we’ve got planned. The whole band has really enjoyed the Legacy tour and now we just can’t wait get back out on the road to play live, have fun and see everyone again.”

Iron Maiden has been to Hungary thirteen times so far, most recently at the VOLT Festival in Sopron in 2018. The first dates back to 1984, when almost 50,000 fans played music in the parking lot of the former Budapest Sports Hall as part of the Powerslave tour. livenation.hu