On 2 May 2023 Wim Horsten was a keynote speaker at the kick-off session of Start2Export2China, organised by Flanders Investment & Trade (FIT) and VOKA Vlaams-Brabant Chamber of Commerce. Start2Export2China is a tailor-made program for Flemish exporters of products and services with little or no experience with doing business in China.

During his keynote speech, Wim focused on the cultural differences between Europe and China in business communication and negotiation, as well as sharing knowledge about strategic considerations and crucial skills for export to China and doing business with China. 

Belgian and European SMEs are looking at the China market as a potential export market, but many entrepreneurs lack the necessary knowledge to find the right partner and manage their China project successfully.

This kick-off seminar was intended as a preparation for a group business trip to China from 20 to 26 November 2023. For more information and registration for the trip, click here.