Diplomacy&Trade 2023-06

2023/VI

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IT’S ALL ABOUT THE GUESTS SEE ARTICLE ON page 23

REPUTATION, THE MOST IMPORTANT THING FOR CELEBRITY CHEF WOLFGANG PUCK

The Netherlands

country

FOCUS

While differences exist between the Netherlands and Hungary on issues such as the war in Ukraine and EU values, economic cooperation remains strong, and cultural exchanges continue to strengthen ties between the two nations, the Dutch Ambassador to Hungary Désirée Bonis tells Diplomacy&Trade. As both countries navigate the complexities of the present, the shared history and mutual interests serve as a foundation for further understanding and collaboration. see articles on pages 10-19

Music with Prestigepage 17 This October, the young singers of the Italian operatic trio Il Volo performed traditional Italian hits and world-famous songs to enchant the audience in Budapest. Gianluca Ginoble, Piero Barone and Ignazio Boschetto talk about how they evolved as a group and how they select the repertoire to showcase Italian music and culture. see article on page 21

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“I only cook what I like. If I don't eat it, I don't want to put it on a menu." This approach by world-renowned chef Wolfgang Puck resulted in the selection at his Spago restaurant in Budapest being expanded with an authentic Japanese sushi menu. In an interview with Diplomacy&Trade, he also talks about the gastronomy concept of the Matild Café & Cabaret and where he would like to visit next in Hungary.

This September, the traditional international book festival in Budapest had The Netherlands as guest of honor, showcasing Dutch literature to the Hungarian audience. In this issue, we present a Dutch Focus, with Ambassador Désirée Bonis discussing deep-rooted bilateral relations characterized by “challenges and diverging perspectives.” Of course, we also include the Netherlands-Hungarian Chamber of Commerce (Dutcham), cover the Dutch aspects of the book festival and the activities of some of the Dutch companies in this country.

North Africa’s Sahel zone has been in the news in recent years on the apropos of a number of military takeovers. Our international analyst gives an insight into the legacy of the (mainly French) colonial past of the region rich in natural resources that caught the eye of the infamous Wagner Group and especially the Chinese who try to increase their influence with the policy of not asking “unpleasant questions about open disregard of basic human and civil rights.”

Our culture page presents the young Italian operatic trio ‘Il Volo’ who performed in Budapest this fall. They highlight how they, three people of different personalities, evolved as a group with the same goal in mind: “to do good things, to do quality.”

The WittyLeaks column is authored by the Kosovar Ambassador who is an avid hiker and biker. She escapes into nature to discover the country and takes long walks in Budapest as well.

Another traditional event in the Hungarian capital this September was the Budapest Wine Festival. Our wine page details how the best experts in winemaking and gastronomy were brought together and what consumers had there to explore.

This September also saw the return of a horse polo competition. Our pictorial Society section presents the event as well as the ‘cosmopolitan man’ hosting it.

As the vibrant autumn season envelops Hungary, may this season of change bring warmth and inspiration to your lives. Here's to the beauty and allure of fall in Hungary.

A ‘cosmopolitan man’ hosting horse polo event in Etyek

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contents Event guide to the Hungarian capital

05 ON THE RECORD 06-07 COMPANY BRIEFS 08 ANALYSIS Military takeovers in the Sahel region of Africa

Peter Freed PUBLISHER

10-19 DUTCH FOCUS

AND DON’T FORGET

monthly in print - daily on the web

www.dteurope.com

Ambassador hiking, biking and walking

Interview with Ambassador Désirée Bonis; Netherlands-Hungarian Chamber of Commerce; Heineken; DBH; KLM; International Book Festival Budapest; Friesland Campina

21 CULTURE

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page 25

22 WINE

Budapest Wine Festival

23 GASTRONOMY

Wolfgang Puck 24 WITTYLEAKS by the Ambassador of Kosovo 25 WHAT’S ON Concerts, festivals, events and exhibitions in and out of Budapest 26-27 SOCIETY Uwe Zimmermann and the ‘Riserva Polo Cup’

Il Volo

PUBLISHER: Peter Freed PHOTO EDITOR: Dávid Harangozó SALES & MARKETING DIRECTOR: Tamás Varga ADMINISTRATION: Blanka Szalontai CONTRIBUTORS: Edith Balázs, Sándor Laczkó, Tamás Magyarics, Gjeneza Budima, Teréz Nagy PHOTO CONTRIBUTORS: Budapest Airport, Master Good, depositphotos.com, ANY Security Printing Plc., Railcargo/Wikipedia, jiecang.com, eon.hu, alteo.hu, mapei.com,

Dutcham, Zsolt Szigetváry, Márton Túri, Mira Shehu, Ambassador Gjeneza Budima, Istvándi Botond, Anton Corbijn, Hungarian Money Museum and Visitor Centre, Denise Truscello, La Estancia Polo Club, MTI Photos: Boglárka Bodnár,Szilárd Koszticsák, Tamás Kovács

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TURKISH FOCUS – COMING SOON

Diplomacy&Trade – in cooperation with the Turkish Embassy in Budapest – presents a special Focus section on relations between Hungary and Turkey to mark the 100th anniversary of diplomatic ties between the two countries. Bilateral trade between Hungary and Turkey reached a record high in 2022, with Turkish companies employing nearly 2,200 people in this country. The Hungarian government provides substantial financial support for both Turkish investments in Hungary and Hungarian investments in Turkey (such as Şişecam’s in Hungary or that of the Hungarian firm Medicor in Turkey). Also, a TurkishHungarian Cultural Year is planned for 2024 and a Hungarian-Turkish Year of Science and Technology for 2025. The compilation includes an extensive interview with the Turkish Ambassador in Budapest, Cavidan Gülşen Karanis Ekşioğlu.

We welcome inquires for advertising in this issue.

PLEASE CALL TAMÁS VARGA FOR FURTHER INFORMATION +36 209 350 250 - tvarga@budapestweek.com 2 0 2 3 / VI

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photo by LA ESTANCIA POLO CLUB, AMBASSADOR GJENEZA BUDIMA, BOTOND ISTVÁNDI, DEPOSITPHOTOS.COM

letter from the publisher

on the record

HUNGARIAN STUDIOS WEATHER THE STORM OF HOLLYWOOD STRIKES

A strike by the Hollywood Screenwriters and Actors Guild (SAG-AFTRA) could have a major impact on the global film industry, but Hungarian studios producing foreign productions are "weathering the storm of Hollywood strikes", according to Variety.com.

Variety reported in its article on the 80th Venice International Film Festival that the strike had prevented several stars from travelling to the prestigious must-see event, but that in the case of independent films, SAG-AFTRA could exempt its members from the ban on promoting productions, including the Budapestbased Victorian drama ‘Poor Things’ by Yorgos Lantimos (The Favourite).

HUNGARIAN GOVERNMENT EXTENDS STATE OF EMERGENCY YET AGAIN

photo by DEPOSITPHOTOS.COM, BUDAPEST AIRPORT, BOGLÁRKA BODNÁR/MTI, DÁVID HARANGOZÓ

As of September 7, the Hungarian government extended the "Government Decree 41/2016 (III. 9.) on the imposition of a crisis situation caused by mass immigration throughout Hungary and on the rules related to the imposition, existence and termination of the crisis situation," the latest issue of the Hungarian Gazette revealed.

According to the new amendment, the crisis situation may end on March 7, 2024 at the earliest.

Without the extension, the regulation would have been in force until September 7. The first decree on "national mass immigration crisis" was introduced in 2016 and has been extended continuously since then.

This means that by next March, Hungary will have been in a crisis situation for seven years and there is a chance that the regulation will still be extended.

According to the Government Information Center, mass immigration has been plaguing Europe continuously since 2015, with the most active route continuing to be the Balkan route, which includes the Hungarian border.

According to industry experts, the ongoing Hollywood strikes are not yet having a serious impact on the booming Budapest production hub.

"We're affected, but we can keep working," said Adam Goodman, founding co-owner of Mid Atlantic Films, whose production company is currently working on Lionsgate's ‘The Killer's Game’.

The action-comedy, starring Dave Bautista and Ben Kingsley, is one of a series of independent productions that have been granted exemptions from SAG-AFTRA. Work on British TV series such as The Day of the Jackal starring Eddie Redmayne also continued in Budapest, as their casts are mainly members of the British Equity actors' union.

More than 300 productions were made in Hungary last year, a record USD 690 million (HUF 247 billion) for the country, Variety wrote, adding that this is a 20% increase from 2021 and that industry professionals expect significant growth again following the strike, as well as after the coronavirus outbreak.

TENTS LEFT BEHIND AT SZIGET FESTIVAL GO TO THE NEEDY

GOVERNMENT INTENDS TO BUY MAJORITY STAKE IN BUDAPEST AIRPORT

The Hungarian government has made a formal offer to purchase a controlling 51% stake in the company that operates Budapest's Liszt Ferenc International Airport, according to media reports. This move comes after years of speculation and attempts, and it marks a potential shift in ownership for Budapest Airport.

The offer has been extended to the current owners of Budapest Airport by a state-controlled investment company, as disclosed to Bloomberg by a source with knowledge of the matter, who wished to remain anonymous. While negotiations have not reached a point where the current airport owners can accept the offer, it has paved the way for further discussions regarding the takeover bid.

"We can confirm that the Hungarian government has made a new formal offer to acquire Budapest Airport Zrt," AviAlliance, which owns a 55.44% stake in the airport, said in an emailed response to Reuters. "The current owners have reviewed the offer in the interest of their funds and decided to enter into formal discussions, which are expected to last several months," it said. w w w . d t e u r o p e . c o m

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Around 700 tents and other camping equipment left behind by visitors at the Sziget Festival and donated to charity will be given to people in need, the Hungarian Charity Service of the Order of Malta announced.

According to the statement, 20 institutions and volunteer groups of the Hungarian Charity Service of the Order of Malta and volunteers from 20 other NGOs filled 38 vehicles, cars, vans and trucks with used tents, polyfoams, inflatable mattresses, sleeping bags, camping chairs and other camping equipment after the Sziget Festival closed.

Sziget organizers had encouraged festival-goers to leave their camping equipment in good condition or take it to the Hungarian Charity Service of the Order of Malta tents if they do not want it.

The Hungarian Charity Service of the Order of Malta has been a partner of the international festival since 2018 with the aim of ensuring that camping equipment left on site does not end up as waste. After cleaning and maintenance, the tents, mattresses, blankets and chairs will be used, among other things, to provide camping for children in need and to care for homeless people, the statement stresses.

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COUNTRIES WHERE HUNGARIAN WINES ARE THE MOST POPULAR

According to the Hungarian Central Statistical Office (KSH), Hungary exported 136,492 tons of wine to other countries in 2022, a 25% increase compared to 2021.

Hungary is the 16th largest wine producer in the world, with 2.900 hectoliters produced in 2022. The Hungarian business news site Pénzcentrum investigated which countries are the biggest importers of Hungarian wine.

The biggest importer of Hungarian wines, both in terms of free-at-frontier price and net weight, is its northern neighbor, Slovakia, followed by Germany and the Czech Republic.

The largest importers of Hungarian bottled wine are the Slovaks, Czechs, Belgians, Germans and Spaniards, while more than half of Hungarian exports of wine in cask are destined for two countries, Slovakia and Germany.

The most famous Hungarian wine, that of Tokaj, has been losing popularity for years, but this is part of a global trend: sweet wines have been replaced by light, fruity white wines and rosés.

NEW EU GEOGRAPHICAL INDICATIONS IN HUNGARY

The European Commission (EC) has approved ‘Borzag pálinka’ and ‘Szabolcsi alma’ from Hungary as new protected geographical indications (PGI).

According to and EC statement, ‘Borzag pálinka’ is a brandy made from elderberries in the Nógrád region in N Hungary. It is characterized by sweet aromas (chocolate, fruit and honey), spicy notes and possibly herbaceous notes (mint, green herbs, vanilla, aniseed, juniper).

‘Borzag pálinka’ has been produced in the county of Nógrád for several centuries. In keeping with centuries-old traditions, almost all the distilleries in Nógrád County make pálinka from elderberry.

The plant is known as ‘borzag’ only in these parts (Nógrád county); elsewhere, it is known as gyalogbodza (the common Hungarian term for elderberry).

This new designation will be added to the list of 260 spirit products already protected.

According to another EC document, the European Commission entered the name ‘Szabolcsi alma’ [that is, apple grown in the northeastern Hungarian region of Szabolcs] in the register of protected designations of origin and protected geographical indications (PGI) as of August 30, 2023.

"The name specified in the first paragraph denotes a product in Class 1.6 – Fruit, vegetables and cereals, fresh or processed, as listed in Annex XI to Commission Implementing Regulation (EU) No 668/2014," the document notes, adding that the regulation would enter into force on the twentieth day following that of its publication in the Official Journal of the European Union and it "shall be binding in its entirety and directly applicable in all Member States."

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­company briefs

EUROPE'S MOST MODERN TANK FACTORY IN ZALAEGERSZEG

A HUNGARIAN STOCK THAT EVEN BEATS THE S&P 500

There is little talk of a Hungarian stock that has consistently beaten even the US stock market over the past ten years. It is the US dollar-denominated share of Állami Nyomda (ANY Security Printing Company), an expert from the brokerage firm Concorde Értékpapír Plc. stated in his analysis on the financial portal portfolio.hu.

Perhaps the most stable company on the Hungarian stock market is undeservedly little talked about in the press, even though the performance of the management and the share, adjusted for dividends, is to be applauded. ANY Security Printing Company has provided its investors with an average return of over 20% over the past ten years, and its performance over the entire time horizon exceeds 520%. By comparison, over this period, the S&P 500 index has returned an average of 17.7% in HUF terms, OTP 14.6% and the BUX index 11.6%.

ANY Security Printing Company may be familiar to many because it produces Hungarian passports and identity cards on behalf of government agencies. But the company's profile does not stop there. Few people would imagine but the company is present in most EU countries and even in more than ten African countries, and its competitiveness has been improving over the years. With exceptional technological know-how and an advanced R&D center, ANY Security Printing Company is able to penetrate more and more markets.

In addition, whereas it used to be able to compete mainly in consortia with European companies, it is now able to carry out large-scale projects on its own. A good example of this is the 10-year contract announced last year with Angola for a EUR 130 million deal to build a passport system. The upturn seen in the first half of this year is particularly noteworthy. In this period, the company managed to generate more profit than in a full year in the years preceding the new coronavirus epidemic.

The export share of the company’s revenues has swollen to unprecedented levels and could be above 50% in 2023, up from around 40% previously. The start-up of the Angola project will kick the door down for investors in a good way, and the extra net profit from the project will be 100%, as is customary.

JYSK OPENS TWO NEW STORES IN HUNGARY JYSK has opened new stores in Solymár (just northwest of Budapest) and Mór (in Fejér County), bringing the Danish home furnishing chain's total number of stores in Hungary to 94, the company said in a statement.

The chain is continuing to expand, with plans to open two more JYSK stores by the end of the year, one in the capital and one in the countryside, they said.

In addition to opening new stores, JYSK is also continuously renovating its existing stores. The Danish retail chain will renew all its stores worldwide by the end of 2024, which means more than 3,300 units. At the end of August, 67 stores were in operation in Hungary under the new concept.

According to the statement, with the upsurge in online shopping, demand for physical stores, especially for furniture and mattresses, remains strong.

JYSK is present in 48 countries. Founder Lars Larsen opened his first store in Denmark in 1979. With 30,000 employees, the JYSK group had a turnover of EUR 4.87 billion in the 2021-22 financial year.

In Hungary, the company achieved a turnover of HUF 67.6 billion in the 2021-22 financial year (September 2021 to August 2022), 19% more than a year earlier. The company has more than a thousand employees in Hungary.

Last year, 30,000 tons of fertilizer were sold, of which 20,000 tons went EUROPE'S LARGEST ORGANIC in Hungary. Of the remaining 10,000 tons, 5,000 tons went FERTILIZER PLANT TO BE BUILT toto farmers Slovakia, 2,500 tons to Romania and the remainder to the countries IN HUNGARY of the former Yugoslavia. The Master Good Group can already say that The Master Good Group, owned and run

by Hungary's oldest poultry farming dynasty, currently produces 35-40,000 tons of its poultry manure, called Bio-Fer, annually, but will – according to the announcement in August this year – triple its production capacity in the next three years by creating the largest organic manure plant in Europe. The Group hopes to improve the soil quality of Hungarian land with their product. The development of the Master Good Group started ten years ago and by 2022 the brand Bio-Fer came to offer eight products, including four organic certified ones.

they are the biggest suppliers to the Hungarian market as the market demand has been around 25,000 tons, of which they have covered 20,000 tons, the turnover of foreign products has shrunk to a few thousand tons in recent years.

"The export interest is steadily unbroken and growing", Master Good Managing Director László Bárány emphasizes. "We would be happy if as much as possible of the quantity produced could be used to improve the quality of domestic land."

Master Good will start the fertilizer plant investment next year. The aim is to produce at least 100,000 tons of product annually. The development will include the expansion of the manure pre-treatment and production lines, with two granulation units coming on stream at the end of 2024. This will result in 50,000 tons of product by the end of 2024, 70,000 tons by the end of 2025 and the target of 100,000 tons in 2026.

RAIL CARGO HUNGARIA: NEW DIGITAL TRAIN TECHNOLOGY A train equipped with a digital automatic central buffer (DAC) has arrived in Hungary as part of a test tour of six European countries. According to Rail Cargo Hungaria Plc., the new technology was presented to representatives of the authorities and Hungarian railway companies at a professional event. The Hungarian test results will be taken into account when finalizing the technical solution.

The company stressed that the introduction of DAC will strengthen the competitiveness of European rail freight by enabling automation, reducing processing and dwell times, increasing the speed of consignments, freeing up capacity and reducing the risk of accidents. ÖBB Rail Cargo Group (RCG) is a member of the consortium (DAC4EU) set up by six European railway companies to test the DAC.

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recognizing that the most important task of the government is to protect its own citizens and soldiers. "Freedom does not come for free, democracy and freedom come at a heavy price," and the defense of the European Union and NATO member states must also be fought for.

According to a press release from Rheinmetall Hungary Plc., the company is primarily engaged in the development and production of tracked and wheeled vehicles for the Hungarian military forces, primarily the Lynx armored fighting vehicles. A development, production and test center was built on a 33-hectare site in Zalaegerszeg, which will eventually employ a total of 350 people and include a climate chamber and a firing range.

Under the agreement with the government, Rheinmetall will supply the Hungarian Defense Forces with a total of 209 Lynxes of seven different types, 18 support vehicles and 38 military trucks. In the first phase, 46 Lynx and nine support vehicles will be delivered from Germany – delivery of which has already begun – and in the second phase, 172 Lynx combat vehicles will be delivered from the Zalaegerszeg plant.

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The communication points out that currently, rail freight wagons are manually coupled – a time-consuming, costly, physically demanding and extremely dangerous process for workers. According to the European Union's DAC migration program, from 2028, wagons equipped with the new technology will be coupled with digital automatic central buffers, which will provide air, power and data connections. This could affect up to 450,000 trucks and 17,000 locomotives in the European Union.

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photo by SZILÁRD KOSZTICSÁK/MTI, ANY SECURITY PRINTING PLC., DEPOSITPHOTOS.COM, MASTER GOOD, RAILCARGO/WIKIPEDIA

Europe's most modern and sophisticated tank factory was built at a world record speed within the Group, providing Hungary with outstanding defense capabilities, Rheinmetall's President, Armin Papperger said at the inauguration of the company's Zalaegerszeg plant (SW Hungary) this August.

The President said Hungary is part of the European air defense initiative and has the capability and capacity to produce air defense weapons and ammunition. "We are ready to make Hungary an important player in the European defense industry," the Rheinmetall president pointed out.

He added that the factory is not just about concrete and steel, it is also about people, with more than 200 Hungarian workers already trained in recent years and hundreds more to join in the coming years.

Armin Papperger was of the view that Hungary made a strategic decision when it started to develop the defense industry,

­company briefs FACTORY TO BE BUILT IN KAPOSVÁR BY A CHINESE INVESTOR The Chinese company Jiecang Linear Motion Technology Co. Ltd., a leading provider of linear actuator products and solutions, invests EUR 60 million to set up its

E.ON INAUGURATES NEW TRANSFORMER STATION IN BUDAPEST

The E.ON Hungária Group handed over a renovated transformer station in Budapest's 11th district at the end of August. The HUF 3.4 billion investment will ensure the electricity supply of almost 29,000 residential customers.

In its statement, E.ON Hungária recalled that the group announced in January this year that it would launch a multi-year network development program

worth around HUF 74 billion. The main objective of the investment is to promote the connection of weather-dependent renewable energy sources, in particular solar panels, in the northern and southern regions of Hungary and in Pest County.

As part of this series of improvements, the Kelenföld substation, which has been redesigned not only in terms of its technical content but also in terms of its appearance, has been renovated to blend in with the urban environment. The facility will address the region's increased energy consumption needs, increase security of supply for people living in the South Buda regions and ensure the integration of weather-dependent renewable energy sources into the grid, they stressed.

The substation is equipped with state-of-the-art equipment and protection devices. It is automated and all its equipment can be remotely accessed and connected.

According to the press release, the special feature of the renovation is the aesthetic, modern look of the facility, with some 5,000 porcelain and glass insulators adorning the substation walls. It is surrounded by a public park, a sledding hill, a dog run and a community garden for residents and visitors. A green roof with special vegetation has also been installed on top of the building.

largest European production site in in Kaposvár, S Hungary. The plant is to start operations by the end of next year and it will also be the Chinese company's European logistics center.

Sun Honguang, the manager for the Hungarian project, said the investment will be carried out in two phases. Annual sales of EUR 80 million are planned with the promise of creating over 200 jobs, he added.

The project leader said the investment company was founded in 2000 and has been a listed company since 2018. Its main profile is the development, production and sale of products for linear motion. The company's products provide linear motion for smart office and healthcare equipment, housing, and industrial automation. According to its information, Jiecang Linear Motion achieved a turnover of EUR 450 million last year.

ALTEO: HIGHER REVENUES AND PROFITS IN H1 2023

Regulation Center, which manages heat and electricity production, and that this will be further boosted by the launch of the Renewable Regulation Center.

Alteo CEO Attila Chikán, Jr., highlighted the strong performance of energy retailing as one of the factors that positively impacted the half-year figures. The company successfully implemented a portfolio pruning exercise, which resulted in a decrease in the volume of electricity sold as well as in a significant improvement in the profitability of the business thanks to a well-selected customer base.

Among the developments, a solar power plant under construction and investment by the company was highlighted, which will double the company's solar portfolio. The power plant is expected to start production in the second half of 2024 at the outskirts of Tereske in Nógrád county.

Alteo Group achieved consolidated revenues of HUF 58.8 billion in the first half of this year, up 55% compared to the same period last year, while its profit after tax increased by 10% to HUF 8.8 billion in the same period, the energy services and trading company announced on the website of the Budapest Stock Exchange (BSE).

The group's consolidated earnings before interest, tax, depreciation and amortization (EBITDA) for the first six months of the year rose by 8% to HUF 12.7 billion compared to the same period last year.

According to a company statement, the result was mainly due to the performance of the Alteo

MAPEI: NEW HUF 8 BILLION INVESTMENT IN HUNGARY

Diplomacy-n-Trade.ai 1 2017. 02. 27. 11:22:30

Mapei Ltd. is investing HUF 8 billion to build a new production line for roofing materials and a 12,000-square-meter warehouse in Hungary. The development, to be completed by 2025, will be able to supply not only Hungary but also the region with high-quality plasters for thermal insulation systems. The investment was declared of high national economic importance by a government decree in 2022.

The Managing Director of Mapei Ltd., Béla

Markovich stated that the priority investment will make the administration of the expansion of their plant in Sóskút, SW of Budapest, faster and easier.

The development was partly justified by the fact that they have outgrown their production and warehouse capacities, and partly by the fact that they currently import products from Italy and Poland for the new factory. If these building materials are produced in Hungary, the supply route will be significantly reduced.

This is important because the inflationary environment and rising fuel costs have brought about a major transformation in the production of construction products: it is much more profitable to produce locally rather than to source the necessary materials from hundreds of kilometers away, they added.

In addition to the construction of a plaster factory, the company also plans to set up a training center in Budaörs, just southwest of Budapest.

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analysis A NEW SCRAMBLE FOR AFRICA?

BY TAMÁS MAGYARICS

Africa has been a largely forgotten continent in the past hundred years or so; true, decolonization and the wars and turmoils surrounding the process did hit the headlines from time to time, but, on the whole, the main story has been happening and written elsewhere. To be more precise, North-Africa, Egypt and the Maghreb were playing some role in the worldwide contest in the Cold War, while South Africa because of the apartheid regime also featured more or less prominently in the news until it collapsed.

However, the area in between, including the so-called Sahel was a place no one really cared for or cared about. Overall, the countries in the region gained independence of sorts in due course, but the Sahel specifically remained under strong French influence, or even control.

French legacy and natural resources The sometimes heavy-handed French domination was resented by substantial segments of local societies, especially the militaries. Military takeovers swept such countries in the region as Mali, Burkina Faso and Guinea in the past few years, and the French forces were driven out. Russia, which has been bent on (soft) balancing the West since the dissolution of the Soviet Union, did not miss an opportunity to create troubles for the West in the fringes: the notorious Wagner group showed up here. They are being checked by U.S. military presence in Burkina Faso, Chad, Sudan and the Central

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African Republic. The most recent addition to the list of trouble spots is Niger.

Niger is said to be one of the richest countries as far as minerals are concerned. Its gold and uranium exports are considerable; it is especially the latter that seems to be strategically really important, if the export sanctions against another (enriched) uranium country, Russia is introduced and enforced – but it is a big ’if’. (The alleged yellowcake uranium exports by Niger to Iraq before the U.S. attack against the Saddam Hussein was one of the major arguments used by the Bush administration against the Middle Eastern dictator at that time – it later turned out to be based on totally false intelligence.)

One of the official reasons of the military coup against President Bazoum is that his civilian government has been selling out the uranium reserves to France; it is true that France has been monopolizing the mining of uranium in the country for all intents and purposes. More specifically, the Orano company is controlling 90% of uranium mining – a clear legacy of the French colonial rule, which came to an end in 1958.

Then there is a gas pipeline issue too. Energy supply is one of the most important strategic issues of the day, especially with a view to the sanctions on Russian energy exports – which are, by the way, eluded to a large extent.

However, it would be important for Europe to find alternative resources and routes to the Russian ones; a planned trans-Saharan gas pipeline from Nigeria to Algeria might be part and parcel of this energy strategy. Though the deposed Nigerian President, Mohamed Bazoum

agreed to the plan, the new regime is opposed to it. Losing this alternative pipeline to Europe will not be fatal, but it definitely would strengthen Brussels’ negotiating positions and, conversely, weaken Russia’s ones in the global power play.

Possible impact on migration Niger might be an indirect threat to Europe, and this possibility is much more credible than the yellowcake scandal. The country has been so far a primary transit one from West Africa to Europe for migrants. The European Union has been supporting Niger to stem the flow of migrants towards Europe; a good question is what will happen if the new military government is not willing to cooperate with the Europeans in this question. Mention has been made about Moscow’s attempts at softbalancing the U.S., and the West in general; opening the floodgates for migrants towards Europe is more than not likely to create a havoc in the already confused immigration policies of the European Union, and its political and social impact might be even more significant than the immediate financial problems. However, in fact, the issue may as well be turned upside down: the U.S. and the Europeans are capable of dismantling Vladimir Putin’s tinpot African ’empire’, and thus weakening Russia’s standing in the world at large.

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Washington’s global military positions are not likely to receive a deadly blow if and when this military installation was gone, but it would be definitely an unpleasant development. And, this time, it is not Russia that might feature in the strategic calculations in the U.S., but China. China is the ’800-pound gorilla’ in Africa (and elsewhere too). Beijing is busy establishing economic, financial and trading posts all over the world, and the mineral-rich Africa is one of the chief targets of the Chinese.

A key element in their success in the continent, besides their economic weight, is their nonideological, utterly pragmatic approach to the local governments. In plain English, they do not ask unpleasant questions about open disregard of basic human and civil rights, about the suppression of one ethnic or religious group by the others – they are determined to do business with whoever is in power. This attitude of theirs is just fine with most of the African countries for several reasons; thus, when and if the Americans and the Europeans dare raise questions about these issues, they tend to cry colonialism and implied racism.

By adopting an appropriate expression in French: ’Plus ça change, plus c’est la même chose’ [The more things change, the more they stay the same']. The scramble for Africa is continuing – with proxies, drones, trade deals, gas pipelines and the like.

Tamás Magyarics is a foreign policy analyst

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photo by MZUUZU/DEPOSITPHOTOS.COM

…OR ANOTHER PROXY WAR?

TAKENAKA EUROPE GmbH HUNGARY BRANCH OFFICE Architecture / Engineering / Construction www.takenaka.eu info@takenaka.hu

ASPIRING TO FINE FORM

for a future generation

EXPLORING HISTORY, CHALLENGES AND OPPORTUNITIES FOR COOPERATION

INTERVIEW WITH DUTCH AMBASSADOR DÉSIRÉE BONIS

BY EDITH BALÁZS

Dutch-Hungarian relations have a deep-rooted history that stretches back centuries. The Ambassador recalls how the two nations have supported each other during times of hardship and crisis. In the 17th century, Protestant churches in both countries collaborated, setting a foundation for future cooperation. In the aftermath of Hungary's territorial losses in 1919-1920, The Netherlands

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welcomed 32,000 Hungarian children on the "Children's Trains," offering them refuge and care. While most returned to Hungary, some stayed behind in The Netherlands, leaving a lasting legacy. Furthermore, solidarity was demonstrated in 1956 when The Netherlands provided refuge to 4,000 Hungarian refugees in the aftermath of Soviet forces crushing the Hungarian revolution. “Now we are both allies in NATO and EU member states and these multilateral frameworks form the backdrop

photo by DÁVID HARANGOZÓ, JBYARD/DEPOSITPHOTOS.COM

Dutch Ambassador to Hungary Désirée Bonis talks to Diplomacy&Trade about the historical connections as well as the current challenges and opportunities characterizing bilateral relations between The Netherlands and Hungary. While differences exist on issues such as the war in Ukraine and EU values, economic cooperation remains strong and cultural exchanges continue to reaffirm ties between the two nations. As both countries navigate the complexities of the present, the shared history and mutual interests serve as a foundation for further understanding and collaboration. for present-day collaboration and are also the sources of existing differences between the two nations," Désirée Bonis says.

Challenges and diverging perspectives Despite a history of joint peace missions within the framework of NATO, the Ambassador highlights a divergence between Hungary and its allies, including The Netherlands, in relation to the war in Ukraine.

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dutch focus perplexity among its allies. “Hungary is blocking movement of troops and military equipment through the country to Ukraine. In general, there is a lack of firm support for Ukraine, which is the invaded party in this conflict. Similarly, there is a lack of firm condemnation of Russia, which is the aggressor.

Overall, Hungary’s position is very particular on this whole issue,” Désirée Bonis notes. Hungary's position on this issue remains distinct and raises questions about the country's stance within NATO. “We would love to work more with Hungary for peace in Ukraine.

Our stance is that if Russia stops fighting, there will be peace. If Ukraine stops fighting, there will be no more Ukraine. Pursuing peace, which is the Hungarian government’s position, to us does not mean peace on any terms,” the Ambassador stresses. The Dutch public simply does not understand Hungary’s position on the war in Ukraine, she adds. “We see the tragedy of this war every day with thousands of refugees arriving in Hungary, often on their way to countries like The Netherlands. For us, it is a clear conflict between good and bad. We do not understand why the Hungarian government takes such an ambiguous stance.”

Such measures and practices do not add to a sound business climate. There are worries among Dutch investors as to where Hungary is headed and some of them are increasingly looking at neighboring countries that offer more transparency, better compliance with EU values and long-term stability,” the Ambassador says.

Building bridges

Upholding common values Hungary's adherence to EU values has been a subject of concern for both The Netherlands and other member states. The Ambassador emphasizes that common values such as human rights, including the rights of LGBTIQ+ people, democracy, the rule of law, the independence of the judiciary, freedom of the media, academic freedom and creating a level playing field in the private sector are essential for fostering a healthy European Union.

Highlighting the fact that Hungary holds the first spot on Transparency International's list of perceived corruption, the Ambassador calls for greater transparency and accountability.

Despite these differences, the two nations work closely together on important issues like climate change, sustainability, the energy transition and strategic autonomy. The Ambassador emphasizes the significance of people-to-people relations in maintaining bilateral ties. Hungary is home to a sizable Dutch community, whose members are “happy, settled and well-integrated Dutch people, living mainly in the countryside.” In turn, The Netherlands is the third most popular destination after Austria and Germany for Hungarians who emigrate from home. Many Hungarian students opt for studying at Dutch universities; The Netherlands is among the top five academic destinations for talented young Hungarians.

Strong and flourishing economic relations The economic ties between The Netherlands and Hungary are robust and continue to grow.

The Netherlands ranks among the top 10 largest investors in Hungary, with more than 500 Dutch companies operating in the country. The Ambassador underscores the annual roundtable organized by the Hungarian Investment Promotion Agency, facilitating dialogue on emerging challenges among CEOs. The bilateral trade volume is impressive, reaching EUR 13 billion. “There are many opportunities for growth, especially in the services sector, and our Embassy focuses on four key areas: sustainable mobility and smart logistics,

Inventory Management with the aim of decreasing CO2 emissions in the logistics and manufacturing sectors. On the 23rd of November this year, the Embassy will hold a Circular Economy Summit with the theme of circular construction, where the winner of the Sustainable Tulip Award will be announced. The goal of this new embassy initiative is to reward startups, SMEs, corporates or not-for-profit organizations that have demonstrated an outstanding sustainable performance in a specific industry.

Quest for stability

circular economy, life sciences and health and last but not least agriculture. We organized three incoming trade missions over the past year and a half, business is booming, many contracts have been signed, innovation is a driving force. There is ample room for strengthening our cooperation in the area of agriculture. Hungary is keen on digitalization and is very interested in precision agriculture. The latter is strong in The Netherlands and we hope to establish more cooperation in this area,” Désirée Bonis says.

With respect to sustainability and circular economy, the Embassy has established two platforms with Hungarian stakeholders to facilitate cooperation. In 2018, a Circular Economy Platform was set up with the Business Council for Sustainable Development in Hungary and the former Ministry of Innovation and Technology. In 2019, a Lean and Green Platform was established with GS1 Hungary and the Hungarian Association of Logistics, Purchasing and

While economic relations thrive and Hungary remains a popular destination for Dutch businesses, the Ambassador acknowledges concerns among Dutch investors regarding Hungary's business environment. Investors seek legal security, which has become increasingly feeble under the current Government, she notes. “We see legislation adopted overnight, administrative measures hitting foreign investors, opaque single-bidding procedures, price caps installed, windfall and other new taxes imposed, allegations of corruption and clientelism.

Cultural relations between The Netherlands and Hungary are a significant aspect of bilateral ties and an area close to the heart of the Ambassador. The Dutch Ministry of Foreign Affairs has designated Hungary as one of the priority countries for intensified cultural cooperation, which has opened up new vistas for cultural cooperation. The Ambassador mentions that several cultural events featuring Dutch artists have taken place in Hungary over the past 18 months, such as a performance of the Scapino Ballet from Rotterdam, the exhibition of Hieronymus Bosch paintings at the Museum of Fine Arts and the concert of the Concertgebouw Orchestra from Amsterdam at the Palace of Arts.

“We are also actively participating in the Veszprém Cultural Capital of Europe program series, including the exhibition Europe Archive, designed by Erik Kessels from The Netherlands and Thomas Mailaender from France. The Netherlands was the focus country of the Zsolnay Light Festival in Pécs this July and will also be the guest of honor at the 28th International Book Festival Budapest starting September 28th,” the Ambassador notes.

Memorable moments In a personal reflection, the Ambassador shares some of her most memorable moments during her tenure in Hungary. These include the awe-inspiring concert by the Concertgebouw Orchestra conducted by Iván Fischer, with a surprise flash mob by the Budapest Festival Orchestra; the groundbreaking Pécs Pride event; and the vibrant I Bike Budapest tour. These experiences showcase the richness of cultural and social life in Hungary and the Ambassador's deep appreciation for the country.

Sustainable Tulip Award HUNGARY

AREA country comparison to the world POPULATION country comparison to the world POPULATION GROWTH RATE country comparison to the world BIRTH RATE country comparison to the world LIFE EXPECTANCY AT BIRTH country comparison to the world NET MIGRATION RATE country comparison to the world REAL GDP PER CAPITA country comparison to the world UNEMPLOYMENT RATE country comparison to the world TELEPHONES - MOBILE/CELLULAR country comparison to the world AIRPORTS country comparison to the world

THE NETHERLANDS

93,028 sq km 41,543 sq km 110 134 9,670,009 (2023 est.)

17,463,930 (2023 est.)

94 71 -0.31% (2023 est.)

0.36% (2023 est.)

216 162 8.58 births/1,000 population (2023 est.)

10.98 births/1,000 population (2023 est.)

208 166 77.44 years 82.36 years 92 27 1.21 migrant(s)/1,000 population (2023 est.) 1.89 migrant(s)/1,000 population (2023 est.)

60 50 USD 33,600 (2020 est.)

USD 56,600 (2021 est.)

63 18 4.12% (2021 est.)

4.01% (2021 est.)

58 173 10,248,653 (2021 est.)

21,888,000 (2021 est.)

92 58 41 (2021) 29 (2021) 103 118

Source: World Factbook

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THE POWER OF PERSONAL CONNECTION DUTCH CHAMBER AIMS AT BUILDING GENUINE TIES FOR A MORE SUCCESSFUL BUSINESS

Established in 2002, the Budapestbased Netherlands-Hungarian Chamber of Commerce (Dutcham) is a self-financed business association with active co-operation of the Royal Netherlands Embassy in Budapest and the Embassy of Hungary in the Hague.

Its aim is to facilitate the exchange of professional expertise and provide networking possibilities for Dutch Companies operating in Hungary and also for those who wish to build a valuable business network within the Dutch business community.

A mixed style of leadership Her whole career has been in the pharmaceutical industry: for more than twenty years with big, well-known American companies (MSD and Pfizer) and the last 9,5 years with Abacus Medicine, which is headquartered in Copenhagen. “My style of leadership is a mix of American ‘no-nonsense, go for it, hardworking mentality’ and the ‘DutchScandinavian cooperative, open-minded, friendly, ready-for-change-and-adaptation mentality’.

I can flourish in both, depending on the need of the moment.”

She adds that living abroad as a Dutch citizen, one of the topics she likes doing the most is representing her country, representing her company, and sometimes doing both at the same time, like meetings at the Danish and Dutch embassies regarding Diversity and Inclusion or what to do in a labor market after Covid, with inflation etc. She stresses that her relationship with the embassies mentioned is good, as are the contacts with Hungarian authorities she has met in the last years, at events or during her work. “Dutcham’s partnership with the Dutch Embassy in Budapest has been standing on strong foundation since the

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establishment of the Chamber. The Ambassadors have traditionally attended our events and the current ambassador, Ms. Désirée Bonis is continuing this path with high engagement, that we truly appreciate!”

Making a more professional organization Her predecessor had been at the helm of Dutcham for about the same number of years as that of her membership. Regarding the things from those seven years that she can build on now as Chair, Katinka Zinnemers highlights that “Lóránt, as one of the founding members of the NetherlandsHungarian Chamber of Commerce, has been the ‘face’ of the organization for a very long time. He established very strong fundaments of mutual respect, openness and transparency that I can build on. In the recent years, we – as a board – have made the Chamber a more professional organization and created one of the most open and approachable meeting places for Dutch and Hungarian business.

Defining the three pillars – Take it Easy! Let's Connect! and Grow Together! – also resulted in a more structured event schedule. We have many similarities – we are both Dutch with Hungarian roots – but we are also different in our professional background as an example. Based on my professional experience, my focus is more on Life Science and Health (LSH) and Environmental, Social Governance (ESG).”

Her credo is that "sharing networks, experiences and talents is the best fundament for growth and success." What she means by that in terms of applying it to her work at the helm of Dutcham is that “people feel that they can be themselves with us, they are good as they are. We create a relaxed atmosphere for business networking and development.”

event, which makes our cooperation much more efficient. Building on our slogan Building genuine connections for a more successful business, we have introduced the sub-brands #takeiteasy, #letsconnect and #growtogether in order to visibly define the scope and size of the events.

I trust that it also guides our members through the annual agenda better.”

Promoting diversity

The power of personal connection

Dutcham is a vibrant business community that melts cultures and promotes diversity. Late May, the chamber had an event about this topic.

Regarding the message of that meeting and what Dutcham can do to highlight the benefits of cultural diversity to business communities, the Chair of the organization stresses that a diverse mindset improves the decision-making processes at the company level, thus supports profit growth and raises productivity, while establishing an inclusive working atmosphere at the same time.

“The Netherlands promotes this idea in various ways, like engaging women to male dominated areas such as in the IT sector, just to name an example. Another big area is healthcare where a workforce of diverse cultural backgrounds can help communication with patients of different cultural and religious background,” she explains.

The Executive is in constant contact with members of the Chamber. “We believe in the power of personal connection at our events, but also build upon our online platforms to help maintain and further expand our business community. Our LinkedIn and Facebook pages include highlights, considerable achievements of Dutcham members, Dutch companies and Hungarian innovations as well as introductions of new members. Our events also reach a wider range of possible guests via these platforms and help build our image. The monthly newsletter and our website support the continuous information flow regarding our activities, partnerships and business reports. We also solicit continuous feedback from members, both in person and via online surveys,” she summarizes the wide-ranging aspects of her job.

Taking care of daily business

Events and plans are continuously formulated at Dutcham. As an example, Katinka Zinnemers mentions ‘Brain chain’, which is a small but regular exchange of thoughts with members. “It is also an informal way of sharing thoughts on a certain topic.

Major focus topics like sustainability, climate, healthcare, will also be featured in the fall and in the winter. Thus, we have a lot on the agenda for the rest of the year, so, I urge readers to keep an eye on our communication channels and feel invited to join us as a Dutcham member!”

The core ‘business’ of Dutcham is organizing events, networking opportunities. As to what efforts that involves on the part of the Dutcham team, the Executive of the organization, Beáta Rakos-Szegleti says that since she is the only full-time employee of Dutcham, she has a wide scope of responsibilities ranging from daily operation to member acquisition, to organizing events. “The board of directors works in committees, each focusing on a specific type of 2 0 2 3 / VI

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This February, Dutcham elected a new Chair, Katinka Zinnemers (managing director at Abacus Medicine A/S) to succeed Lóránt Varga in that post. She tells Diplomacy&Trade that she hopes she could show her dedication and enthusiasm for the strategy and activities Dutcham was characterized by in the seven years she was member of the Board during the leadership of the previous Chair. Having been a company manager for many years means that “being a chair in meetings is something I experience on daily base. After a lot of leadership trainings and Belbin workshops, this role seems fitting to me.

I like to bring people together, with their ideas, with their conflicts sometimes and with the common goal to make something beautiful that others can benefit from. As a chair, I have off-course ideas too, however, my ego is big enough to avoid being neglected but also small enough for letting others shine for their great contribution,” she says.

added

SUGAR

100% BROWNIE TEMPTATION

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HEINEKEN BREWING A BETTER WORLD COMMITTED TO MEETING THE GROWING DEMANDS OF ENVIRONMENTALLY CONSCIOUS CONSUMERS

HEINEKEN Hungária Breweries Ltd, a local subsidiary of HEINEKEN International, with its more than a century-old tradition in brewing and its excellent brands is a key player in the Hungarian beer market. In the course of its operations, the company focuses on sustainability, diversity, business values and it even helps to revive Hungarian hop growing traditions.

For a more sustainable future As one of the leading companies in the global brewing industry and the domestic economy, HEINEKEN is aware that its operations have a significant impact on the environment and society.

The Managing Director strongly believes that the company’s values are defined by the way they care for people and the planet. “The past few years have been challenging, but we have achieved outstanding results thanks to our colleagues, customers and suppliers who have been able to adapt quickly to the changing circumstances.”

At HEINEKEN Hungária, there is also an important ambition to remove plastic from its processes. The company has been gradually eliminating the use of PET packaging, saving the environment from 200 tons of plastic. For some boxed products, there has been a switch to the use of a high-wall tray without shrink film, saving tens of tons of plastic film every year and reducing packaging waste by the same amount.

HEINEKEN Hungária stopped using PET bottles in 2021 and also concluded its Net Zero roadmap.

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The cardboard trays used are made from 100% recycled paper, and the shrink wrap contains 50% recycled plastic. This milestone represents a significant step towards reducing the company’s carbon footprint and minimizing plastic waste and this initiative also aligns with its commitment to meeting the growing demands of environmentally conscious consumers. Other examples such as POS materials from recycled plastic, eco-friendly coolers for lower consumption, are clear signs that HEINEKEN is planning for long term.

“Furthermore, we have already introduced several measures to reduce our carbon footprint for example by using renewable materials in production, and are being prepared to contribute to a successful launch of DRS (deposit return system). Our ultimate goal is to create the synergies of environmental, and social agendas, with relevant initiatives, such as while being a producer, we can also bring awareness to the importance of responsible drinking, thus keeping our social impact as a priority and at the same time actively working towards a more sustainable future,” Nikos Zois highlights.

Nurturing hop growing traditions In Hungary, hop growing has a long tradition but it has declined in recent decades. In order to revive this process, HEINEKEN initiated a project that became a symbol of value creation both from an agricultural and a social point of view.

“After recognizing the decline of this great tradition in Hungary, we joined forces with the Hungarian Interchurch Aid to launch – with support from the Ministry of Agriculture – a comprehensive initiative aimed at revitalizing this essential aspect of Hungary's agricultural heritage. Through this collaboration, we have embarked on a multi-faceted approach to support

local communities and promote sustainable agriculture. Our project in the southern Hungarian village of Kastélyosdombó allows us to support homes and families in need while keeping alive the tradition of hop growing. The result of this fruitful partnership is a premium beer, Soproni 1895 made Hungarian hops brewed with the outstanding skills of Hungarian brewers,” the Managing Director points out.

No diversity without inclusion HEINEKEN Hungária also participates in the campaign of the Hungarian Business Leaders Forum (HBLF) to promote diversity, focusing on inclusion as they believe that inclusion does not work without diversity. Nikos Zois is of the view that “inclusion is when everyone feels that they can be themselves and are being heard and valued. It is best reinforced by the practice of treating different people differently, that we identify as equity. This, above all requires leadership by example so that it can be well-integrated into the organization.”

In addition, a wide range of measures are in place to support inclusion in the operation. “The fact that we have different networks will allow us to reach a much broader audience and we can inspire more people to move in this direction. Also, at HEINEKEN Hungary, the ratio of women in our management team is 50%. If you wear the right glasses, you will definitely find enough female candidates for all positions. On top of corporate events, we also plan to bring our HR communities together to move even faster. Even though at HEINEKEN we are in good shape in terms of gender diversity, we are moving further to more dimensions of diversity, for example in the areas of cultural background and origin,” he adds.

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Dutch business values As HEINEKEN is a global brewing company, HEINEKEN Hungária also applies important business values in its daily operation. The Managing Director stresses that these values form the foundation of our corporate culture and guide us in achieving our mission and vision.

“They include, for example, always keeping our passion for our consumers and customers, the courage to pioneer, and the enjoyment of life itself. By integrating these values into our behaviors and the daily operations with positive impact, HEINEKEN Hungária aims to uphold the legacy of the HEINEKEN brand while adapting to the unique needs of the Hungarian market. We are committed to staying a player in the Hungarian market with positive impact, while remaining true to the core values that have made our businesses renowned worldwide.”

Bright path ahead Nikos Zois has been at the helm of HEINEKEN Hungária for close to two years now and he says this tenure has been a gratifying experience. “I am deeply fond of Hungary and the culture, and with enthusiasm, I can say that the future looks promising for both the company and myself. Our achievements have been remarkable and we are optimistic about the bright path ahead, focused on sustainability and delivering value to our customers, consumers and communities. Also, I tend to say, that I’m becoming more and more attached to the people here and say that I’m Greek by origin, and Hungarian by choice.”

He concludes that despite the challenging times that the whole world is in and the drop of consumption, “we have managed to have a solid financial performance while we are setting up HEINEKEN Hungária for a future success delivering to all of our commitments.”

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“For over 150 years, we’ve been passionate about making a positive impact on the world. We know that we can only thrive if our people, the planet, and the communities around us thrive. Our ‘Evergreen’ strategy has inspired us to innovate and collaborate, protect the environment, support local communities, and make a positive effect on our society.” As the Managing Director at Heineken Hungária, Nikos Zois explains to Diplomacy&Trade: “We have realized quite some time ago that sustainable sourcing is one of the most important tools for achieving our goals of reducing carbon emissions by making our company and our products sustainable. I am proud to say that in line with the objectives of the ‘HEINEKEN Evergreen’ strategy, we globally have committed to make our entire value chain carbon-neutral by 2040. We have also set an intermediate commitment of a 30% absolute reduction by 2030, including a 100% reduction on production.

By the end of 2020, 62% of our barley was from sustainable sources internationally. Our goal is to close the gap and reach 100% by 2030,” he adds.

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INVESTING IN SUSTAINABILITY DBH GROUP WISHES TO MAKE GREEN IMPACT IN THE ECONOMY AND SOCIETY

DBH Group, an investment and service group engaged in international business with a focus on venture capital, flexible infrastructure and corporate business services will celebrate the 30th anniversary of its establishment next year. Its founder & Chief Executive Officer, Dr. Sándor Erdei talks to Diplomacy&Trade about the business model they pursue while keeping in mind Dutch business and other values and ideas like sustainable development and the circular economy.

When discussing the business model of the DBH Group, Dr. Sándor Erdei finds it important to recall how it all started. He conducted his MBA studies in The Netherlands in the early 1990s and the Group was established there in 1994. “We started by assisting companies from The Netherlands. I was happy that we were bringing in capital, creating jobs in Hungary.

Then, I realized that once I had brought them into this country, it would be beneficial for all parties concerned to provide them with our local expertise. That's how the Corporate Business Services division of DBH was created, offering assistance in the fields of finance, accounting, tax advice, support monitoring, etc.,” he highlights.

photo by DÁVID HARANGOZÓ

A growing business The CEO explains that “if companies come into the country, they don't want to sign up for an office for five years or ten years, but rather for six months or one year, because they don't know what the future will bring. We offered this flexibility when we brought in Dutch firms that wanted to establish their business here. As we got stronger, we started to do capital investments – again, typically with Dutch partners. Companies from The Netherlands came to Hungary and I joined them as an investment partner, adding my local knowledge. We then set up our own equity fund, which was established in 2010 in w w w . d t e u r o p e . c o m

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Budapest, starting to do business on our own: we assessed the market and started to invest in small businesses in general. Over the last 10-11 years, we have developed quite a few companies, most of which we have sold.”

The DBH Group has an active business relationship with The Netherlands. “We regularly make visits there, and obviously we all know that the Dutch are ahead of us, and I don't think we could copy paste their conduct of business here.

However, it's always good to see fine examples in front of us, identify what they do well and apply this to our businesses.”

Serviced office, flexible business space Dr. Sándor Erdei stresses that DBH Group’s new investments have been implemented in the same direction for the last three years or so, looking only at investments that have sustainable circular economy impact. “So, we have become quite selective, and now, we have programs that I think sooner or later will become established in Europe, even worldwide: sustainability is an important element in all of them. If you're a company with a hundred employees, what's been happening since the new coronavirus epidemic?

You send, let's say, 50 people to home office with the other 50 people coming into the office: half of the staff stay 2-3 days at home, 2-3 days in the office. That's generally the trend. Thus, more and more companies

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realize that flexibility is a good choice, even though it might be more expensive per square meters than traditionally, but it's worth it.”

He adds that actually, DBH Group doesn't really calculate in square meters, but rather in workstation price. “We've done the math: in most cases, it's worth going for the flexible instead of the traditional solution. Interestingly enough, after the COVID-19 period, there's a change in our customer base as not only SMEs but more and more multinational firms, like Philips or Siemens – or BMW in Debrecen – choose this option. It is because they don't know how many they need today and how many they need tomorrow in terms of workstations, and for them, it's more important to be able to scale it up and down, having the flexibility both in space and time. There's a price to pay for our flexibility, but it's worth it. So, I think serviced office is a model for sustainability because you're using less, you're renting less, less will be built and therefore they carry a smaller footprint in the construction industry.”

The CEO underscores that everything is connected here – and it's not just trendy, it's increasingly the smart business decision that is much more advanced in Western Europe.

However, the practice of serviced office is increasingly entering public consciousness in Hungary as well.

Hungary Goes 100% Circular on Tire When it comes to sustainability in investment, one of the favorite topics in DBH Group management is the circular economy. “Everybody talks about how we're awash with tire rubbish.

It used to go into the blast furnaces, be burned, buried, etc. Now that is no longer the way to deal with used tires. Instead, we should turn them into raw materials, which will then be turned into products again. We have found a technology for the recovery of tire waste and it is capable of turning 85% of used tires into basic materials: oil, carbon black, steel. The resulting oil is now green oil, which can be used to make plastics or any other products that could only be made from fossil fuels before. Carbon black can be recycled in the rubber industry, not to mention the many uses for steel. So, it's a wonderful example of the circular economy. We have the vision – under our slogan ‘Hungary Goes 100% Circular on Tire’ – to process, in a few years, all the automotive waste rubber in Hungary which produces 80,000 tons of waste rubber a year.

With, say, six plants – so that we don't have to transport the tires far –, we could cover the whole country. All this does not require a huge amount of money, because this pyrolysis technology is Hungarian, and if it could be financed, at least in part, within a government program, it could be a huge thing in Europe.

There would probably even be EU funding available for this,” the CEO highlights.

He mentions an agreement discussed with the chemical giant BASF, which is a strategic partner in this program. They are making new products out of the oil produced, replacing fossil-based raw materials and are willing to purchase the oil from new plants as well. “They want to be in the forefront in circular economy and I am proud that we are a strategic partner. Also, we have recently added another strategic partnership with Audi Hungaria so the key industry players recognize the importance of what we do for sustainable development,” he adds.

Helping water utilities Another potential area of investment with sustainability in mind at DBH Group is the management of water utilities as they are in contact with a technology company that is working on the digitalization of water utilities.

“There are a lot of problems with water utilities in this country, there is no investment in the sector, pipe systems, pressure regulators, etc. are outdated and many kilometers of pipes need to be replaced in the country. There is no money for that. However, with digitalization, if we could measure the pressure in the different sections of the pipe network by digitalizing the pressure regulators, then we could detect where there is a loss of water due to pipe cracks and thus, detect the possibility of a pipe bursting before such accidents would happen. We have a digital solution for this, which could be distributed in Hungary,” Dr. Sándor Erdei points out.

He believes that all these are good examples of what can be achieved in the field of sustainability in a way that makes business sense and also makes an impact.

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CLEANER, QUIETER AND MORE EFFICIENT

AIR FRANCE-KLM OFFERS EXCELLENT TRAVEL EXPERIENCE AND SUSTAINABLE OPERATION The leading group in terms of intercontinental traffic on departure from Europe, Air France-KLM is a major global air transport player. Not resting on its laurels, the Group continues to renew its fleet, introduces novelties to enhance passenger experience aboard and off the plane and puts great emphasis on making its operations even more sustainable.

Fleet renewal The Air France-KLM Group continues to renew its fleet, part of which was the ordering of three more Airbus A350-900 passenger aircraft announced early this year. “Gradually replacing our aircraft with new-generation models that are cleaner and more fuel-efficient is one of the key measures of our decarbonization trajectory. Fleet renewal is the predominant short-term pillar to reduce the CO₂ emissions of our Group: we aim to reach 64% of new-generation aircraft in our fleet by 2028 – with each aircraft reducing on average CO₂ emissions by 15% compare to previous generation aircraft. In parallel with the use of sustainable aviation fuels (SAF) and eco-piloting, the renewal of our fleet is the first level in the Group’s decarbonization trajectory which is targeting 30% of CO₂ reduction by passenger-kilometer by 2030,” Bas ‘t Hooft highlights.

AIR FRANCE-KLM TO BECOME THE WORLD’S LARGEST OPERATOR OF THE AIRBUS A350 FAMILY AIRCRAFT

The Air France-KLM Group has announced that it plans to place a landmark aircraft order to pursue the renewal and rationalization of its longhaul fleet, to the benefit of the Group’s environmental and economic performance.

This Group order will cover 50 Airbus A350-900 and A350-1000 aircraft - with purchase rights for 40 additional aircraft - with first deliveries expected in 2026 through to 2030. This will be an evolutionary order, providing the Group with flexibility to allocate aircraft within its portfolio of airlines, according to market dynamics and local regulatory conditions.

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Premium Comfort Class

Sustainable aviation fuels

KLM began to introduce its Premium Comfort Class last year with enhanced customer experience aboard and off the plane. “What passengers appreciate the most about KLM is the quality of its product and the genuine care extended by crew, both in economy and business class. One thing that was missing on intercontinental flights, however, was an offering in between the two classes; so, in 2022, KLM introduced the Premium Comfort Class on intercontinental flights, a new and separate cabin class between World Business Class and Economy Class in terms of product, seat, service level and pricing,” the General Manager points out.

In the Premium Comfort Cabin, passengers can enjoy extra legroom and recline of the seats, a premium catering experience with a menu that features two hot and one cold meal as well as a dessert in the main meal service. They can use the Sky Priority service on the ground to save some time at the airport.

KLM has also introduced a new World Business Class seat aboard its Boeing 777 fleet recently.

Based on extensive customer and competitor research, the airline improved its World Business Class seats to ensure that customers have more privacy and comfort during their flight. The new seats are better in terms of design, technology, and sustainability features.

These broader seats have a sliding door ensuring greater comfort and privacy. Thanks to various innovations, the seats and their fittings are 10-15% lighter than other business class seats in this market segment, thereby contributing to KLM’s sustainability objectives.

“The SAF bought by Air France-KLM Group can reduce CO₂ emissions by at least 75% compared to jet fuel. That is why, next to reducing fuel use by flying modern aircraft in an operationally efficient way, SAF is a key lever for CO₂ emissions reductions. By increasing demand, we hope to further develop the market for SAF so that supply is scaled up and sustainable fuel ultimately becomes cheaper,” the General Manager explains.

At the Paris Air Show, the Air France-KLM Group expressed its intention to become a leader in decarbonized aviation and its objective to reduce

CO₂ emissions by 30% per passenger-kilometer by 2030 compared to 2019. Bas ‘t Hooft stresses that Air France-KLM Group is continuing its efforts to reduce its environmental footprint as part of a responsible approach to the challenges of global warming.

He notes that the face of aviation is set to change in the future and sustainable aviation fuels (SAF) will play an essential role in this regard. With fleet renewal and further innovation within the Group, Air France and KLM focus on reducing jet fuel consumption. In addition, they aim to contribute to the energy transition by stimulating the market for SAF to further reduce CO₂ emissions.

CLEANER, QUIETER, MORE EFFICIENT – KLM’S SMART, THREE-PRONGED APPROACH

A greener and cleaner future will require quieter conditions for people living near airports in the Netherlands and elsewhere. The KLM Group has submitted a plan to the Dutch Ministry of Infrastructure & Water Management in response to government’s proposal to reduce noise impact by 20% throughout the day and by 15% at night. KLM Group embraces further noise abatement. The plan submitted by the KLM Group ensures that the night-time target will be achieved as early as 2024. In three years’ time, these measures will continue to reduce noise for local residents, but also in the years thereafter, according to the Group.

“The Netherlands faces major challenges in the coming decades, which will require everyone to help make the country greener and cleaner. At the same time, we want to ensure quieter conditions for people living near airports,” Bas ‘t Hooft stresses, quoting a smart, three-pronged approach proposed by KLM Group: Firstly, investment in new aircraft. “The money we’re earning today will be invested in tomorrow’s cleaner, quieter, more efficient aircraft. The KLM Group will be investing EUR 6 to 7 billion in this in the coming years.

New aircraft are on average 50% more silent than the aircraft they replace, constituting a substantial reduction in noise impact, as supported by figures gathered in recent years.”

Secondly, the KLM Group has conducted extensive research into adopting smarter processes that will ensure quieter operations. This will also substantially reduce noise impact. Examples include alternative flight approach procedures, ensuring that aircraft spend less time at low altitudes. “This implies different climbing and approach procedures, which makes implementation challenging for airlines as well as Air Traffic Control the Netherlands (LVNL). However, if all other operators join the KLM Group in pursuing such change, we will be able to achieve our noise targets in cooperation with Schiphol, LVNL and the government. If these agreements are monitored by the Human Environment and Transport Inspectorate (ILT), we can ensure that all airlines adhere to them.”

Thirdly, “we will adjust flight schedules so that we deploy our quietest aircraft at night. We also propose that higher airport fees are charged for noisier aircraft than for silent aircraft at Schiphol. This will ensure that there is an incentive for all airlines operating at Schiphol to reduce noise impact by deploying their most silent fleet.”

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At the Paris Air Show this summer, the Air France-KLM Group took home several prizes from the Skytrax World Airline Awards ceremony. As Bas ‘t Hooft, General Manager Alps & Central Europe tells Diplomacy&Trade, for the third year in a row, Air France was voted Best Airline in Western Europe.

The company was also ranked 7th Best Airline in the world, up from 8th last year, and received three additional first-place awards for its La Première service: Best First Class Airport Lounge, Best First Cass Airline Lounge Catering and Best First Class Onboard Catering. Air France also received the award for Best Business Class Lounge in Europe.

As for Transavia, a wholly owned subsidiary of KLM, it was voted Best Low-Cost Airline in Western Europe.

“We are extremely proud of these awards, which recognize the excellent travel experience Air France offers our customers, particularly regarding the La Première offer, which is once again among the best worldwide. This exceptional service is part of our DNA and enables us to promote the best of French lifestyle throughout the world,” the General Manager adds.

dutch focus almost three decades ago. When Diplomacy&Trade asked how much his perspective of the world, of humanity, has changed since, he explained that “I grew older. History happened. In 1994, Mandela was elected in South Africa, there was – after 1989, despite the war in Yugoslavia and Kuwait – a sense of optimism, summarized by the now quite infamous words ’the end of history’. Well, 9/11 came, all changed.

We have seen the last devoted, a return of some of the ghost of the past, in Europe and elsewhere, taboos that existed after World War II have been slowly and sometimes rapidly destroyed. But I’m not sure if my perspective of humanity changed, we have high hopes for ourselves, and we seem to be able to disappoint ourselves over and over again.”

In connection with his novel 'The Man without Illness', the French daily Le Monde called Arnon Grunberg "one of the most fascinating writers" of his generation. As to what he attributes the success of your works, like the book mentioned and generally, where he gets inspiration for his works from, his simple answer is “everywhere. Every encounter, every emotion, every face on the street can trigger something that we call inspiration. But I have traveled quite a lot – also to war zones. That helps.”

Looking at the topics he has written about, they are based on real-life experience rather than fiction.

Whether its professional curiosity or his adventurous spirit that drives him to places like the military in Afghanistan or a resort in Romania, etc. to explore the life of people there in their own environment, the Dutch author is of the view that “fiction is embedded deep in reality. Yes, professional curiosity drives me to these places, but the professional curiosity is also personal curiosity, needless to say.”

SHOWCASING DUTCH LITERATURE

THE NETHERLANDS AS GUEST OF HONOR AT THE HUNGARIAN CAPITAL’S INTERNATIONAL BOOK FESTIVAL The 28th International Book Festival Budapest – taking place at the end of September and early October, with 140 exhibitors, 40 foreign authors, 180 programs and more than 200 book signings awaiting visitors – hosted The Netherlands as Guest of Honor with “the cream of Dutch literature” present.

The cultural bonds between the Netherlands and Hungary date back to the 16th century, with many of the first books available in Hungary coming from Dutch printing houses. The current literary cooperation is just as strong, the Netherlands Embassy in Budapest points out. The number of Dutch titles (both fiction and non-fiction) translated into Hungarian is outstanding by regional comparison, and the volume of Hungarian works published in the Netherlands is also impressive – hence the slogan of the Dutch program series in Budapest: ‘On the Sea of Books’.

photo by TAMÁS KOVÁCS/MTI

Making Dutch literature better known "Hungarians are a book-loving people," the Ambassador of The Netherlands to Hungary, Désirée Bonis said in her welcoming speech, emphasizing that this is shown by the popularity of the Book Festival. “It is an honor to have the Netherlands as the guest of honor this year,” she said, adding that after more than a year of preparation, the cream of Dutch literature would be present at this event in the Hungarian capital, with a number of Dutch authors taking part in talks, book signings and other events, and the Dutch stand at the festival featuring both Dutch books in Hungarian and Hungarian ones in Dutch.

Also speaking at the opening ceremony, the President of the Hungarian Publishers’ and Booksellers’ Association (MKKE), Katalin Gál expressed her opinion that – although in recent years, an increasing number of Dutch books have been published in Hungarian translation – Dutch literature is still undeservedly little known to the wider Hungarian public.

The Press and Cultural Counsellor of the Embassy of The Netherlands in Budapest, Gábor Zech, recalled that the Dutch presence as Guest of Honor had been organized for almost two years with the MKKE and the departments of Dutch Studies of the Eötvös Loránd University and that of the Károli Gáspár Reformed w w w . d t e u r o p e . c o m

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A fascinating writer

University. He highlighted that this brought the top representatives of Dutch literature to Budapest for book launches, discussions and other events.

However, it is not only Dutch authors who would be presented in the company of Hungarian writers, translators and experts: the panel discussions at the Guest of Honor stand would also provide an insight into the past of Dutch-Hungarian relations and many aspects of Dutch culture, he said.

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The International Book Festival Budapest, which is the largest international book event in Central Europe, hosted internationally a number of renowned authors from the Dutch literary scene: Maarten J. Aalders, Milo van Bokkum, Annemarie Bon, Jan Brokken, Martin Michael Driessen, Arnon Grunberg, Caroline de Gruyter, Roxane van Iperen, Emy Koopman, Ilja Leonard Pfeijffer, Annet Schaap, Abram de Swaan and Manon Uphoff.

One of them, writer and journalist Arnon Grunberg, who received the P.C. Hooft Award, a Dutch literary lifetime achievement award in 2022, recalled in the Hungarian capital the totalitarian dictatorships that plagued Europe, adding that we are now "living in an age of rationality and reason." However, people still want to follow ideologies while they also want justice, even though the two can easily conflict, he warned.

Arnon Grunberg (pictured above) made his literary debut

Extensive Dutch presence At the Budapest International Book Festival, an eye-catching Dutch guest-of-honor stand awaited visitors, designed by DE_FORM studio, with numerous books on display (Dutch titles in Hungarian, and Hungarian ones in Dutch), which could be purchased at the publishers` nearby stands. The stand was built from recyclable materials to demonstrate the Dutch commitment to sustainability.

The Dutch stand and an adjacent room on the festival site (Szabó Magda Room), but also at neighboring Európa Pont, hosted book presentations and talks with the Dutch authors, involving Hungarian writers and experts, lecturers of the Dutch Studies of Eötvös Loránd University (ELTE) and Károli Gáspár Protestant University, alongside the Association of Hungarian Literary Translators (MEGY), moderators and translators. Next to these, there were thematic panel discussions centered around translations, children`s and youth literature, book illustrations, but also around topics beyond literature: Dutch visual art of the 17th century; the grand-scale humanitarian campaign known as the children`s trains that took more than 30.000 Hungarian minors to the Netherlands to recover from the traumas of WW1; Europe/EU history and current challenges; and many more. Furthermore, the Dutch Literary Fund (Letterenfonds) introduced their work of promoting Hungarian literature for the Dutch readers.

At other venues (in the capital’s District 11), two extra programs focused on children`s literature and illustrations: Pagony bookshop (the publishing house of the same name is in the lead of providing Dutch titles in Hungarian) and Café Kelet. Also, timed to the opening of the festival, the prominent literary magazine Műút`s special Dutch edition was published, offering fresh translations of prose and poetry, reviews and Dutch photographer Hans van der Meer`s images.

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MEETING THE EVERCHANGING CUSTOMER NEEDS

DUTCH DAIRY GIANT COMMITTED TO LONG-TERM, STABLE PARTNERSHIP WITH MILK SUPPLIERS

FrieslandCampina Hungária Plc. is the Hungarian subsidiary of Royal FrieslandCampina, the world's largest cooperative-owned dairy company. It is also a major Hungarian processing company producing high value-added food products.

FrieslandCampina Hungária will celebrate its 30th anniversary next year.

Its Managing Director, Ferenc Szecskó has spent more than a third of this time as a member of the company's management team. He stresses to Diplomacy&Trade that he is very proud that FrieslandCampina Hungária has been a producer of high-quality Hungarian products for decades through the ‘Pöttyös’ and ‘Milli’ brands.

“We purchase and process 45 million kilograms of milk annually from around 40 Hungarian dairy farmers, mainly in the form of branded dairy products with a higher level of processing, through continuous innovation and state-of-theart technology, with constant quality control. We remain committed to long-term, stable cooperation with our milk suppliers – and other supply partners – to contribute to the continued competitiveness and development of our producers. Our nearly 500 well-trained and loyal employees in Mátészalka (NE Hungary) and Budapest work tirelessly to provide domestic consumers with high quality, modern food products.”

He is also proud to say that the company stand out in the industry and in the labor market for the long-term thinking of its employees. “Our colleagues have been with us for an average of 14 years, which also means that they have built up a remarkable knowledge base and we see each other as trusted partners. We have employees with more than 35 years of experience working for Friesland.”

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Sustainability Dutch companies are known for their sustainable operations and FrieslandCampina Hungária is no exception. As Ferenc Szecskó notes, consumers are becoming more and more sensitive to sustainability, they are looking for products made in this way, and the dairy sector has to respond to this consumer demand.

“An essential sustainability aspect is the area of packaging materials. In recent years, we have also radically reduced the plastic content and weight of the packaging of our products, but this work must continue – we are well ahead of the regulatory curve, mainly because of consumer expectations.

At the Mátészalka plant, the solar farm, put into operation this spring, has generated more than 20% of all electricity used while the optimization of the washing centers has reduced water consumption by more than 26%. “But we don't stop there, we are constantly looking for ways to be a sustainable company in the future,” he stresses.

Milk suppliers as partners FrieslandCampina Hungária is not just a customer of the domestic dairy farmers it deals with, but also their business partner for decades, and it is not uncommon to have a contractual relationship of 10-15 or even 20 years. “In an ever-changing ecosystem, we need to work together to ensure that the farms also evolve, so that the quantity and quality of the raw material they supply is adequate and, not least, that the finished products made from this domestic raw material are marketable and meet the ever-changing consumer needs. We remain committed to a long-term, stable partnership with our milk suppliers – and other supply partners – to contribute to the continued competitiveness and development of our producers,” the Managing Director points out.

Regional service center In 2017, FrieslandCampina established its third service center in Hungary, following The Netherlands and Malaysia. The team at this Budapest financial center supports the Dutch dairy giant's activities in Europe, the Middle East and Africa. As Ferenc Szecskó notes, “in 2017, we chose Hungary, and Budapest in particular, because we were able to recruit multilingual professionals with excellent qualifications and skills. The service center established in Hungary supports our EMEA subsidiaries in the areas of finance and procurement. We currently have 350 highly qualified, multilingual colleagues in our service center.”

A MANAGER WITH RICH EXPERIENCE

Ferenc Szecskó was appointed as Managing Director at FrieslandCampina Hungária on August 1 this year. He has been working in the FMCG sector since 1995, during which time he has had the opportunity to learn about Dutch, German, American and French corporate and company culture. He highlights that “during these 28 years, I have experienced many phases of business life, be it construction or crisis management, which I have adapted to the current economic situation. In 2011, I joined the FrieslandCampina Hungária team, where I started as Sales Director, and in 2019, I was appointed to lead FrieslandCampina Romania. The four years I spent in Romania were a rich experience in a strategic industry coping with a pandemic. Representing consumers, farmers and the industry to political stakeholders in a dynamic market in a foreign country was a challenging journey.”

He adds that in his current role as Managing Director in Hungary, “it is my unhidden plan to continue to lead the industry's successful company on a path of unbroken success with the iconic Pöttyös and Milli product portfolio, built on the dedication of our employees. My colleagues and I are working tirelessly to find the points that will make the business successful ten years from now, with a focus on sustainability of course. It is crucial to keep giving back to our customers, listening to them and expanding our product range based on their needs.

We place great emphasis, not only now but also in the future, on making our products available to those whose diet requires special attention.”

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Expecting lower inflation As regards market conditions and plans for the next few years, the Managing Director explains that the economy is trying to overcome the events and consequences of the past years and take measures that will support the company's operations and at the same time grow. “We are no exception. In Hungary, it is in the interest of both the industry and the government to reduce inflation as soon as possible, which is, of course, in line with our objectives as our company is not interested in high prices. We want to make things as good as possible for our consumers and we are cautiously optimistic as we approach the end of the year, as everything tells us that inflation will moderate. We expect things to slowly but surely get back to normal.”

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photo by DÁVID HARANGOZÓ

Important technological improvements FrieslandCampina Hungária is a leader in the Hungarian dairy market with its branded, high added value products. Two years ago, with the support of HIPA, they launched a comprehensive modernization program at their Mátészalka plant with an investment of HUF five billion. “During the program, which will last until 2025, several important technological improvements will be implemented, and a unique automated packaging line will be handed over soon in Mátészalka, which is a significant milestone in our investment program with the help of the Hungarian state,” according to the Managing Director.

He adds that thanks to the efficiency-enhancing investment, the plant's capacity will increase by 25% and will be able to produce more than a million pieces of the chocolate-coated cottage cheese delicacy Pöttyös Túró Rudi per day. The factory in Mátészalka, which is a major employer in the region, will also be able to produce increasing quantities of other dairy desserts. “The development is also key to achieving the company's efficiency targets, but it will also bring outstanding benefits for Hungarian consumers and our employees. It is particularly important for us that with the capacity increase, FrieslandCampina Hungária is on the road

to laying the foundations for export capability. We have been able to count on the Hungarian State and the professional staff of HIPA as a reliable partner in this endeavor.”

E

CIR CU

ITALISAT I O DIG N H-1027 Budapest, Kacsa street 15-23. www.dbh-group.com

CONOMY RE LA

FLEX S PA C

SUSTAINABLE BUSINESS GROWTH

SSANGYONG FÁBIÁN BUDAPEST | SZÉKESFEHÉRVÁR www.ssangyongfabian.hu

The NEW SSANGYONG TORRES model is available in our dealerships.

For further infomation check the ssangyongfabian.hu website. The picture is an illustration.

SsangYong Torres mixed CO2 emissions: 181-207 g / km (WLTP); mixed consumption: 7,94 - 9,08 l / 100 km (WLTP).

culture

“There have been different moments of our career. We started when we were kids and then we changed through the years,” Piero Barone recalled. Regarding the music they perform and which is defined by the group as ‘popera’, mixing different genres, he highlights that “the most important songs for us are ‘O sole mio’, the Neapolitan song with the arrangement inspired by Elvis Presley, singing in English and Italian. This was our first song. And then ‘Grande amore’ we won the Sanremo Festival with in 2015.

It's our song. And then ‘Nessun dorma’, which was a tribute to the Three Tenors. So, we have had different moments of our career, singing songs that are very different. This can be explained by the fact that we have different personalities, each of the three of us, but we still keep our common objective in mind: bringing this music all around the world and also for the new generation.”

photo by DÁVID HARANGOZÓ

Always for the same goal Having different personalities – with various considerations and viewpoints – also comes to surface when selecting the repertoire, the playlist of a concert or of an album, for that matter.

However, as Gianluca Ginoble said, they always share their ideas with each other and discuss these issues “because being a group is not very easy. However, when you get more adult and more mature, you know how to share your ideas. But since the very beginning, we have always had the same goal: to do good things, to do quality – and the most important thing is that this is what we really love to do. We are from Italy, and as you w w w . d t e u r o p e . c o m

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PERFORMING MUSIC WITH PRESTIGE

YOUNG ITALIAN SINGERS RETURNED TO THE HUNGARIAN CAPITAL THIS FALL This October, the Italian operatic trio Il Volo [The Flight’] were on stage at the Budapest Arena. The young singers performed traditional Italian hits and world-famous songs to enchant the audience. The members of the group, consisting of Gianluca Ginoble, and tenors Piero Barone and Ignazio Boschetto, were also the Hungarian capital in the summer and talked to Diplomacy&Trade about how they, three people of different personalities, evolved as a group and how they select the repertoire to showcase Italian music and culture. know, in Italy, we have beautiful places. I think it's the most beautiful country. We have had the opportunity to do many events and show our music, the Italian culture and also the beauty of our country through these events. Regarding what we are going to perform in Hungary, it will be a journey and what we want the people who are coming to the show to feel themselves in Italy for one night. We want them to have this feeling by sharing the music that is part of the Italian culture and also those reflecting American culture as well as perform our signature songs. And, for sure, we cannot leave the stage without singing ‘Grande amore’. It is one of our signature songs

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and it is the one that we had the opportunity to represent Italy with at the Eurovision song contest in 2015 – a song we won that competition with.”

Ennio Morricone, the inspiration One of Il Volo’s best received albums is dedicated to Ennio Morricone, the Italian composer of worldfamous soundtracks. As to what has attracted the group to the life and music of Maestro Morricone and what is that their interpretation can add to those melodies popular worldwide, Ignazio Boschetto stresses that “Ennio Morricone has been such an inspiration for us. He was a genius. He was the one who was giving an emotion through music. We are

very honored and proud of being Italian and being part of the same culture that Maestro Morricone was part of. This is why we wanted to pay tribute to him. Saying thanks to the family, we did a video clip of ‘Extasy of Gold’ (from Signor Morricone’s soundtrack of the movie ‘The Good, the Bad and the Ugly’), which is the first occasion for this piece of music to be performed with a group or a singer actually singing. We had the opportunity to tape the video clip in Sardinia, in old style, just the way the movie’s director, the great Sergio Leone, used to tape with the Italian pellicola. So, it has been very interesting to dive into a culture, like the movie culture and the history of Ennio Morricone.”

Enjoying the present, looking to the future Next year, Il Volo will celebrate 15 years of its formation. Diplomacy&Trade also wanted to know how the members describe this 'flight', recalling what happened over these one and a half decades and what plans they have in mind for the next few years. As the members of the trio explained, it is very important for them to grow as human beings and as artists. Time is changing, music is evolving and they are very happy about what they have built in the last 15 years. They all agree that “there is always a reason as we bring our music all around the world. However, at the same time, we have to enjoy the present while always looking to the future. And this is the most important thing: to build a new repertoire, to sing for our audience, but also to sing for the younger generation. This is the goal for the next years and that we always do something with prestige.”

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wine

CELEBRATION OF WINES AND GASTRONOMY BUDAPEST WINE FESTIVAL 2023

The 32nd Budapest Wine Festival offered visitors an unforgettable experience this year as well.

The event, held on the terraces of Budavári Palace between September 7 and 10, 2023, brought together the best experts in winemaking and gastronomy as well as wine consumers eager to explore.

This year, more than a hundred wineries presented themselves at the event, which welcomed exhibitors from four South American countries as guests of honor. The invited wineries came from Argentina, Brazil, Chile and Uruguay, and offered their wines at 12 stands, among which the visitors could also taste Argentine or traditional Chilean wines grown high above sea level. The visitors could not only get an overview of the wine excellence of the countries concerned, as they could also find the food specialties of the region. They could taste, among other things, variations of choritos, ceviche served in chili citrus leaves, deep-fried sea fish, as well as sandwiches made with Chilean white sausage, chimichurri, or beef.

The best of the Hungarian wine industry The Budapest Wine Festival uniquely presents the diversity of Hungary's wine industry and the unique flavors of the given landscapes. The event highlights that world-class wines can be produced even in small areas, as long as the experts work on them with respect, professional knowledge and determination.

The offer included lighter champagnes, spritzers, proseccos, and white wines – just like full-bodied red wines, up to 15 degrees, or aszús with 5-6 puttons.

The public interested in wine could expand their knowledge with interactive wine tastings and presentations every day from late afternoon until evening. The best of the Hungarian wine industry was present at the event, with well-known wineries such as Tiffán Pincészet in Villány, Thummerer Pincészet in Eger, Dubicz Borászat és Szőlőbirtok in Mátra and many others.

At VinAgora's stand, there were also those lesser-known, but all the more special wineries, such as Dominium or Pannon Tokaj Pincészet, who, although they did not appear at the festival on their own, but definitely bring a new color to the domestic wine market.

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photo by ZSOLT SZIGETVÁRY, MÁRTON TÚRI

Food specialties also played a prominent role at the Budapest Wine Festival. YAMA Restaurant and Felix Kitchen & Bar took part in the event again this year, and new players such as the Michelin-starred 42 Restaurant, Pavillon de Paris and Bombay also joined. Visitors were able to enjoy unique gastronomic experiences, as all restaurants offered food and wine pairings. In addition to the Sunday Brunch tasting selection dreamed up by Chef Market Gourmet Udvar, a glass of champagne and live jazz awaited those who went there.

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gastronomy

IT’S ALL ABOUT THE GUESTS CELEBRITY CHEF CONSIDERS REPUTATION AS THE MOST IMPORTANT THING

photo by DÁVID HARANGOZÓ

It is now two years that the world-renowned American-Austrian celebrity chef and restaurateur, Wolfgang Puck opened his eponymous Spago restaurant in the renovated Matild Palace in Budapest. As the star chef paid a short visit to visit to the Hungarian capital again, Diplomacy&Trade caught up with him to find out how he sees these past two years, what ‘good food’ means for him and what he considers the most important thing in any of his restaurants worldwide.

“I think the great thing I see is that we improve constantly.” That is the first thought that came to his mind when talking about how much his Hungarian Spago restaurant hitherto met his expectations. “We get better all the time, every day. That's really the most important thing we can do.

I am never happy, but I'm not unhappy either. However, I always want to be better and always want to stay curious. I am always looking for new opportunities of what we can do, like creating this sushi bar here in the restaurant,” he said, referring to the fact that this spring, the selection at Spago was expanded with an authentic Japanese sushi menu. The idea behind the concept was to make the original Japanese sushi using the best quality, freshest fish possible, but within the framework of the Spago concept, to make it as enjoyable as possible for the local audience.

Why sushi in Budapest? Wolfgang Puck’s answer to that is that “I only cook what I like. If I don't eat it, I don't want to put it on a menu. I love sushi. Obviously, in Los Angeles, we have a lot of Japanese people. We have Little Tokyo, whole part of town with Japanese food. So, to me it's always inspiring. I love to visit Tokyo. We did this sushi bar really because we found two good sushi chefs. That's really the most important w w w . d t e u r o p e . c o m

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part. And one is a woman, which is very unique. So, it's always new things on my mind, but we have to stay also true to our style. We don't want to do something of all of a sudden so different,” he added.

Do it the right way He is also responsible for the gastronomy concept of the Matild Café & Cabaret located under the same roof as the Spago restaurant. Regarding the ‘Wolfgang Puck philosophy’ behind the culinary offerings of the Matild Café, the star chef stressed that “the most important part for me at the Matild Café is breakfast. If you go to a good hotel, you want to get a good breakfast. For me, that's really important. That's the way the day starts. So, I tell everybody that we have to be really good. Things need to be done quickly and the quality has to be good. At the beginning, people here told me that we were going to buy croissants. My definite reply was that there was no way we serve croissants we buy somewhere. We ourselves have to make them with butter, the way it's done the right way. It should be the same with other things. I have always pointed out to my people here that I want guests to wake up and get a good experience. If we cannot make a good cappuccino, why should we make them?

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So, let's make it perfect. Again, to me, the breakfast is the most important part for the hotel guests.”

If it’s meat, let it be meat Wolfgang Puck has once said that “good food brings people together.” So, the obvious question is what he, as a culinary professional, considers ‘good food’.

Not surprisingly, he highlighted that “it all starts with great quality ingredients. That is the most important.

If you buy good green beans or good spinach leaves or good fish, it generally is good if you get the best quality there is. Then, they are prepared with the proper technique – doesn't matter if it's Chinese or Austrian or French or Italian... I just tell everybody that we have to buy the best quality and then not mess it up. So, if we buy good tuna, or if we buy good meat, we just have to cook it right. And if you have a good steak, you don't really have to do a lot with it.”

As a bad example, he recalled what he had seen some of the young chefs doing in Switzerland where his kids went to school. “I remember that they prepared a meat, a veal steak and I couldn't see the actual meat because they had all these things on top of it: vegetables like Brussels sprout leaves, little herbs and everything. In my opinion, you know, if I want vegetables, I get some

vegetables. But if I want meat, I want meat. I want to taste the meat. And that's really for me the way it should be. If I want good fish, yes, you can enhance it with certain things but don't make it so complicated that you cannot taste anymore what it really is.”

It's all about guest satisfaction The star chef is operating some two dozen restaurants worldwide. They are all different but there are similarities, the ‘Wolfgang Puck characteristics’ of these establishments. “I think the most important part is that I want the guests to feel good when they leave our restaurant. And I always say our reputation is really the most important thing. We don't have to advertise somewhere or whatever, we think the word of mouth is the most important messenger. Therefore, we have to train the staff really well, teaching them to buy into our philosophy that it's really all about the customer. It's not about me, it's all about the guests.

And I tell all my people that it is not me who is writing their paycheck, it is not me who is paying them. It's the guests who pay them. So, if they don't make the guests happy, the staff will lose their paycheck.”

Visiting more of Hungary Wolfgang Puck is well-known to come up with new culinary/hospitality concepts all the time and it is no different when it comes to his plans for the next few years in Hungary.

As he explained, “in this country, I would like to go to the Tokaj wine region to first explore what is going on there. In Budapest, we have a restaurant here in the city. Yes, the capital city will be growing and maybe, there will be more restaurants, more hotels and things like that. However, I also want to see what is really happening in a wine region here in this country, and maybe do something there.

I think the only thing that I still have to do more in Hungary is visit more of the country.”

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witty leaks LE A K S

IN THIS SERIES, DIPLOMATS SHARE PERSONAL ACCOUNTS OF THEIR EXPERIENCES ON “EXCURSIONS” into Hungarian culture, art, gastronomy & scenery.

AMBASSADOR’S ESCAPES INTO NATURE HIKING, BIKING, WALKING – DISCOVERING BUDAPEST AND THE COUNTRYSIDE

BY THE AMBASSADOR OF KOSOVO, GJENEZA BUDIMA

I arrived in Budapest end of November 2021, when the sky is gloomy and grey.

I got myself an apartment to rent in downtown District 5 so that I could walk to work. The place is very modest and comfortable, but with windows facing another building and without a terrace. I usually plant and grow my own herbs, strawberries, spicy peppers etc. in my balcony or the garden back home. Hence, the desire and the urge to be outdoors and escape to the nature got immense!

Within the first months after arriving in Hungary, I bought all the maps and booklets for stamps of the National Blue Trail (Kéktúra) as well as the biking map of Lake Balaton.

Up to today, I still have no stamp on my Kéktúra booklets. And to be truthful with the readers, I sense a slight dosage of envy when I read and see pictures of President Katalin Novák finishing yet another segment of the Trail and most probably by now having a vast collection of the stamps in her Trail booklets.

Reducing environmental footprints Once, while hiking around the Hármashatár-hegy and Mátyás-hegy hills in Óbuda (Budapest’s District 3),

MUSICAL FOUNTAIN ON MARGARET ISLAND

I saw a group of hikers near a pole and out of curiosity, when you are in the nature and encounter such a view you must know what they have discovered. I approached them and saw that they were stamping their Trail booklets, which meant that I passed by one of the Trail’s segments without knowing, hence not having the booklet with me. The trail officially starts on the top of the Írott-kő Hill.

Arriving there from inner Budapest with public transportation on a weekend takes almost one full day.

I am doing pretty good and I keep learning through the challenges of communicating in Hungarian and getting around with public transportation! I only use a car when necessary and do my best in reducing my environmental footprint.

Therefore, even today, instead of a car, I have two bikes. Considering how much nowadays we humans contribute to the pollution even with small actions or dietary habits and how much we hurt and endanger the ecosystem of our planet, I enjoy more slow travels and being present outdoors as much as possible.

Slow traveling through natural marvels

AMBASSADOR BUDIMA AT LAKE VELENCE

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As for the magical Lake Balaton, so far, I have walked from Balatonfüred to Tihany. Although a rather short uphill walk, it was a memorable journey of spectacular views, encountering patient fishermen with families and friends around picnic benches. On the way up, I would slow down my pace to catch my breath and discover new plants or pick up some blackberries.

My husband and I adored biking around another stunning lake, the third largest natural lake in Hungary, Lake Velence! What a wonderful

experience, with pleasant breaks at the Bird Sanctuary and the Dinnyés Nature Conservation Area.

Yet another unforgettable outdoors exploration was the bike trip from Bratislava to Mosonmagyaróvár, and next day from Mosonmagyaróvár to Győr. The bike path passes through fields of corn, wheat, sunflowers, and vineyards, adding a rustic charm to the journey, providing impressive landscape views. Stopping to get directions from locals, having a coffee or a lunch in Rajka, Feketeerdő and Ásványráró, all this added to the fascination with rural life and wisdoms of the Danube surroundings.

When short on vacation days, I escape to the nature in the center of Budapest too! After a long working day, some cardio exercise is essential, hence I take off with a fast walk south along the Danube crossing my favorite bridge, Szabadság-híd, and immerse into nature climbing up to the Gellért Hill, preferably up at the sunset, to enjoy breathtaking views of the most significant city landmarks.

Enchanting scent of linden flowers And all year around, when in Budapest, no week passes by without a visit to the splendid Margitsziget (Margaret Island)! And every time I go is like falling in love for the first time. I am captivated by its tranquility, wisdom, loveliness, rich flora, as well as its attractions and activities. I often go for a swim at the Palatinus Baths, take a stroll through the picturesque Japanese or Rose Gardens, or jog or walk all around the island.

Additionally, Margitsziget carries me back to my roots, to my peaceful escapes to Gërmia Park in the capital city of Prishtina or to the city of Peja, where I was born and raised, as I pick up some cherry plums or black mulberries around the island as I did in the garden of the house I was born in. And when reading under the shades of chestnut or linden trees,

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I recall my childhood walks into the forests of Deçan or Rugova collecting chestnuts, nuts or linden flowers for winter. Or the early spring walks with my father and my three siblings to the gardens of Peja’s Monastery to see blooming of the violets and rising levels of the Lumbardhi river from the snow melting high up in the Accursed Mountains.

Being outside in the nature, touching the grounds, walking the trails and climbing the hills, makes me connect even more with Hungary, while recalling my past and think and dream about the future.

The magic of the dancing fountain And in summer days, all my visits to Margitsziget end by sitting near the speakers by the musical fountain and let myself dive in and be taken

by Strauss’s Blue Danube Waltz and Radetzky March, Bram’s Hungarian Dances, Bizet’s Carmen, Avici’s Hey Brother and Michael Bublé’s Feeling Good, and I gradually close the visit as the fountain continues dancing to the tune of “Stars when you shine; You know how I feel; Scent of the pine; You know how I feel; Oh, freedom is mine; And I know how I feel!”

And I leave the island walking on the Margaret Bridge and on weekends continuing the walk in the Danube embankment free of cars, feeling free too, together with other joyful pedestrians, cyclists, parents with kids, roller skaters, dogs, cherishing the space, the wind, the breeze off the river, and looking up to the striking and impressive architectural marvel, the Parliament building. And I continue singing Bublé’s song and dreaming about freedom, the future of our planet and a better world for all!

MILITARY MEMORIAL PARK IN PÁKOZD

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photo by MIRA SHEHU, AMBASSADOR GJENEZA BUDIMA

WITTY

THE GOLD TRAIN KEEPS ON RUMBLING

NOVEMBER 2023, MONEY MUSEUM, BUDAPEST

LISZT FEST – FOR THE 3RD TIME

OCTOBER 11-22, MÜPA PALACE OF ARTS, BUDAPEST

Not only did Ferenc Liszt transform the music history of the 19th century, his influence continues to be felt two centuries on, whether in classical, contemporary or popular music, or even jazz, literature and dance. ‘This is our third Liszt Fest, and looking at the list of performers, it is a pleasure to see how Liszt’s validity has remained unchanged since the 19th century, how his art and œuvre continue to exert a strong influence on today’s performers,’ according to MÜPA CEO Csaba Káel.

One of the most hotly anticipated performances of the festival is undoubtedly the Hungarian premiere of Liszt’s unfinished opera. Sardanapalo, which was inspired by Byron’s tragedy and has survived as a fragment, was restored to a performance-worthy state by British music historian David Trippett and his team, and will be performed for the first time in a Hungarian concert hall by the Staatskapelle Weimar, together with one of Liszt’s most important orchestral compositions, the Dante Symphony.

The Hungarian premiere of the 97-year-old György Kurtág’s only opera, which is based on the Samuel Beckett drama 'Endgame', will be a concert performance, featuring a cast almost identical with that of the Milan world debut.

Four different sides of the world of Roma music are united in the joint production of the Boban Marković Orkestar, the Parno Graszt, Mónika Lakatos and the Romafest Gypsy Dance Theater, conjuring up the traditional moments and atmosphere of Hungarian and Roma weddings on the stage.

One of the Money Museum's most popular programs in Budapest is the screening of ‘The Legend of the Gold Train’ on Thursdays.

The film deals with an incident that happened 78 years ago, during World War II, after the German occupation of Hungary. It was at that time that the employees of the Central Bank of Hungary evacuated the state's assets, the 33-ton gold reserve, from the country on the Gold Train. The documentary, directed by Attila Szász, won the Silver Dolphin Award at the Cannes film festival in 2022, and it also won the Best Short Documentary award at the Hungarian Motion Picture Festival in the spring of 2023. penzmuzeum.hu

mupa.hu

ROD STEWART

JUNE 22, 2024, MVM DOME, BUDAPEST

photo by ISTVÁNDI BOTOND, ANTON CORBIJN, HUNGARIAN MONEY MUSEUM AND VISITOR CENTRE, DENISE TRUSCELLO

Rod Stewart returns to the Hungarian capital with his greatest hits in a special show as part of his Global Hits Tour.

As Rod commented, "I'm genuinely excited to get back to perform for my wonderful friends in Hungary. I'll give you my greatest hits – and, of course, there will be many thrilling surprises!"

Rod Stewart is one of the best-selling artists in the history of recorded music, with an estimated 250 million records and singles sold worldwide. With his songs – including global hits such as "Maggie May," "Da Ya Think I'm Sexy," "Baby Jane," "The First Cut Is The Deepest," "I Don't Want To Talk About It," "Tonight's The Night," "You Are In My Heart," "Hot Legs," "Forever Young" and "Sailing" – as well as a brilliant live performance, Rod Stewart has been thrilling his fans for five decades. His distinctive voice, style and compositions have transcended all genres of popular music, from rock, folk, soul and R&B, making him one of the few stars to have chart-topping albums in every decade of his career.

As the organizers point out, there is no better way to crown his career than with a global hits tour. Rod will wow fans across the world with songs, singing hit after hit... one last time. livenation.hu

DEPECHE MODE

MARCH 26, 2024, MVM DOME, BUDAPEST

The British band Depeche Mode will bring the Memento Mori Tour back to Europe in 2024 with Budapest also being part of this tour.

Depeche Mode announced 29 new European dates following stadium and arena shows in Europe, Mexico, Canada and the United States this summer and fall, with the tour continuing into 2024. This will give more fans the chance to experience the raw, emotional power of Memento Mori concerts, which Rolling Stone magazine called "a stunning celebration of life and music."

With more than two million tickets already sold, the 110-stop Memento Mori tour is one of Depeche Mode's longest tours and one of the biggest world tours of 2023.

Having sold over 100 million albums and 35 million concert tickets, Depeche Mode continues to be an ever-evolving and uniquely influential musical force.

The band released their critically acclaimed 15th studio album, Memento Mori, on March 24, 2023 to coincide with the launch of the tour, with the first single, Ghosts Again, described as "hypnotic" (Rolling Stone) and a "gorgeous, catchy song" (Revolver). An undeniable inspiration to fans, critics and other artists alike, Depeche Mode continues to move forward, with the Memento Mori album and tour opening another chapter in their unrivalled and ever-expanding legacy. livenation.hu

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POLO CUP – NOT JUST SPORTS TRADITION OF QUALITY, GREAT HOSPITALITY, INTERNATIONAL FLAIR AND SUPERB SPORTSMANSHIP This September, the Riserva Polo Cup was held for the third time at the premises of the ‘La Estancia Polo Club’ in Etyek, just west of Budapest, attracting six international teams with 60 polo ponies and welcoming more than 500 VIP guests. The creators and owners of the ‘La Estancia Polo Club’, Uwe Zimmermann and his wife, Krisztina are widely known in Hungarian social circles, frequently appearing at diplomatic receptions and other events. At the same time, representatives of the ‘social elite’ in Hungary – locals and expats alike – enjoy their hospitality at their horse polo events.

Krisztina and Uwe Zimmermann, the owners of the polo club, which celebrates its 25th anniversary this year, welcomed ambassadors from 19 different countries, spoiling them, like all the other guests, with a full day program of polo, music entertainment, fantastic food, including fresh oysters and ceviche accompanied by cooled wines. With a glass of fine champagne in their hands, celebrities and other guests enjoyed the performance of Eilika von Habsburgs Vaulting Group and the beautiful Tango Show. There were several exhibition tents from supporting partners who introduced their services and products to the audience.

Not just a polo match After opening words by the mayor of Etyek, who greeted all participants and addressed his best wishes to the 25th birthday of the polo club, the guests witnessed a fantastic parade of all players and beautiful cars followed by great polo matches (commended by Jochen Ressel of the Sovereign Order of the Knights of Malta) in front of the stands. Cheering for the teams, having small talk with others, enjoying the lovely decoration and setup and taking pictures in front of the photo wall guaranteed joy, fun and good memories for all.

As Uwe Zimmermann notes, "the social side of polo matches is very important, because it's not just a match between eight riders – what happens before and after the match is just as important."

Thus, the Riserva Polo Cup at La Estancia constitutes a tradition of quality, great hospitality, international flair and superb sportsmanship.

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A polo family While being involved in all sorts of activities, Uwe Zimmermann is best known in Hungary as the creator and owner of the ‘La Estancia Polo Club’.

Taking this statement as a compliment, he says “it is a family affair for me since we all enjoy and play polo. Our two sons became very good and fair polo players and gentlemen discovering the world by playing polo on all continents and making friends for lifetime.” He stresses that Hungary has always had a horse culture – and polo, this elegant sport, produced a 4th place for the Hungarian team at the 1936 Summer Olympic Games in Berlin.

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photo by DÁVID HARANGOZÓ, LA ESTANCIA POLO CLUB

This sport's tradition also includes charitable giving. As to how he puts that into practice, he stresses that they always have a charity project connected to their polo events. “Over the past years, we have supported projects not only in Hungary but also in India, Brazil, Russia, Switzerland or Germany. This year, we collected funds for the animal shelter in Etyek, the village (southwest of Budapest) where the polo club is located, by auctioning some of our beautiful polo shirts...”

society

“For me, polo is the combination of horses, sport and attractive social life. Polo is related to style and elegance and top organization, so you need to meet those expectations of sponsors and audience alike. Our events are attended by invited guests from Hungary and the international society, the world of politics, business and diplomacy, reflecting the international spirit of the sport, event and place. I have met so many interesting people during my 30 years of polo, the sport opened so many doors and opportunities…,” he adds.

Charitable and social events Krisztina and Uwe Zimmermann frequently appear in social events – not only those related to polo – and are featured in magazines along with celebrities. Regarding the role the ‘social elite’ ought to play in Hungary and in Europe, for that matter, they believe that “the so-called ‘social elite’ should feel the responsibility for the society and should be a good example for all other citizens. A person is not defined by the wealth he/she has accumulated or inherited, but by the contribution each of them is making to improve the society and to establish ethic values. It starts with your own family and friends – including the polo family,” they point out.

Cosmopolitan spirit Agreeing with being described as ‘a European of German descent’, Uwe Zimmermann explains to Diplomacy&Trade what the word 'European' means for him addition to being German and Hungarian by saying that he has spent more than half of his life outside Germany, discovering Europe and the world. “I have been lucky enough to see and learn about many countries and cultures. Europe is a great project and I, coming from Eastern Germany, appreciate the open world we are living in.” Going even further, he adds that his spirit – and that of his family – is “more cosmopolitan than German or European…”

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He believes it is essential that people are open to the world and that they know how others live in various parts of the globe. With the importance of getting to know foreign cultures in mind, he also secured this opportunity for his sons by taking them to a number of countries – just like he had created this opportunity for himself when he was young.

Pleasant life in Hungary He travelled extensively throughout the world, lived in Germany, Austria, Hungary and Switzerland – commuting between various countries. Now, he says he has a pleasant and

peaceful life in his country with his wife and their two sons. He travels a lot – if possible, always with them as “family is the most important” – but always comes back home to Hungary. He likes the classic, peaceful, old-fashioned style people live here, like 30-40 years ago. “It is a good base to travel from and come back to,” he points out.

It is also here in Hungary that his love for classical music and television production experience gained in West Germany led to his engagement in Europe’s largest classical music television program, the Virtuosos, which is recorded in Budapest with world-renowned stars like Plácido Domingo or Andrea Bocelli.

PAYMENT BANK TRANSFER

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