“I ALWAYS TELL PEOPLE ONLY THE BEST IS GOOD ENOUGH. SO, WE BUY THE BEST INGREDIENTS AND HOPEFULLY, WE HIRE THE BEST PEOPLE TO DO THE JOB." THAT IS THE CULINARY PHILOSOPHY OF THE 'CHEF OF THE STARS', WOLFGANG PUCK. HE HAS RECENTLY BEEN IN THE HUNGARIAN CAPITAL WITH HIS SON, BYRON, AND THEY REVEALED TO DIPLOMACY&TRADE THEIR INTERPRETATION OF REAL GUEST EXPERIENCE.
Showing that Switzerland is a trustful partner of the EU and Hungary and it contributes to prosperity in Europe has been one of the main tasks of the Ambassador of the Swiss Confederation in Budapest, Jean-François Paroz who leaves his post and retires this summer. In the leading article of the Swiss Focus, he also highlights to Diplomacy&Trade the importance of projects launched in the framework of the Second Swiss Contribution Program.
see articles on pages 08-29
Sopron Brewery 130 Years Old
The Sopron Brewery and the town of Sopron, the ‘town of loyalty’, have been shaping and enriching each other's history since 1895. Sopron contributes to this long-lasting cooperation by dedicatedly cultivating beer culture, while the brewery contributes as an employer committed to local values and a supporter of the city's cultural and sporting life. The anniversary is marked by a series of events.
see article on page 30
letter from the publisher
This issue of Diplomacy & Trade offers a rich tapestry of stories that reflect both continuity and discovery – from culinary milestones to diplomatic farewells and strategic realignments.
Star chef Wolfgang Puck, the culinary force behind the Academy Awards, recently visited Budapest to mark the fourth anniversary of his Spago restaurant. His philosophy is refreshingly simple: “hospitality is a business where we want people to feel good. We want to give people an experience.” With 43 years in the business, his insights remind us that creating memorable moments is at the heart of any service industry.
On the geopolitical front, our international analyst takes us to the recent Shangri-La Dialogue – Asia’s most important defense summit – to explore how the global security conversation is evolving. While Europe traditionally looks westward across the Atlantic, shifting U.S. interests under the new Trump administration suggest an increasingly Pacific-oriented focus.
We also bid farewell to the Swiss Ambassador to Hungary, Jean-François Paroz, who completes his second tenure in Budapest and retires from diplomatic service. In his closing interview, he reflects on Switzerland’s longstanding and trustworthy partnership with Hungary, emphasizing that economic ties will remain a key pillar of bilateral relations. In our Swiss Focus, we also celebrate 30 years of the Swiss Chamber of Commerce in Hungary and spotlight the activities of Swiss investors across the country.
Anniversaries are a recurring theme in this edition. We speak with the owner of the Aria Hotel Budapest as the property marks its tenth anniversary. He shares how he transformed a decaying 19th-century building into an award-winning luxury hotel, proving doubters wrong in spectacular fashion. Meanwhile, in Sopron, Hungary’s beloved brewing town, celebrations mark 130 years since the founding of its historic brewery in 1895 – a testament to the enduring appeal of malt and hops.
In the world of gastronomy, we also shine a spotlight on ‘Pisco Nights’, an initiative by the Peruvian Embassy to introduce this unique spirit to Hungarian restaurants and bartenders. The growing popularity of Pisco in Hungary is evident, with several hotels already crafting their own signature cocktails.
And in this edition’s WittyLeaks column, the Ambassador of Argentina shares personal reflections on why taking up her post in Hungary has been, in many ways, both a return and a journey of discovery.
As we turn the page into the heart of summer, Hungary offers a wide array of opportunities to enjoy the season. From vibrant music festivals and open-air operas to wine tastings in Tokaj and lakefront retreats in Balaton, the summer months are a chance to experience the country at its most dynamic and welcoming. Whether you're a local or a visitor, we hope this issue inspires you to explore, connect, and celebrate all that Hungary has to offer.
Peter Freed
PUBLISHER
PUBLISHER: Peter Freed PHOTO EDITOR: Dávid Harangozó
ADMINISTRATION: Blanka Szalontai
CONTRIBUTORS: Sándor Laczkó, Tamás Magyarics, María Lorena Capra
PHOTO CONTRIBUTORS: Dávid Harangozó (cover), Heineken (cover), depositphotos.com, Képszerkesztőség, Zugló Facebook, Budapest Airport/Róbert Baranyi, nestle. hu, Daniella Electricity, AutoWallis Facebook, molgroup.info, Graphisoft Park, Gábor Bodó, holcim.hu, The International Institute for Strategic Studies, Viktor Horváth, Márton Király, Givaudan, Tamás Bende, Zoltán Sárosi, George Brooks, Gergely Zákány Photography, BRICS Entertainment, Nestlé, Swisscham, Heineken, Embassy of the Republic of Peru, András Zoltai, Live Nation, Mika Tivadar Secret Museum, Tim Saccenti, Zoltán Tarnavölgyi, Embassy of Argentina, Košice Region Tourism, Miroslav Sluk
cont en ts
03 ON THE RECORD 04-05 COMPANY BRIEFS
06 ANALYSIS
An asymmetric verbal warfare 08-28 SWISS FOCUS
Interview with Ambassador JeanFrançois Paroz; HIPA delegation visits Switzerland; Swisscam Hungary; Ringier; Philip Morris International; Novartis; Sandoz; Stadler; Givaudan; JODOKCELLO; Nestlé; Eisberg; Emil Frey; Hublot; Swiss traces in Budapest
30 BUSINESS
Sopron
Brewery anniversary
31 GASTRONOMY
Importance of the guest experience
32 SOCIETY
Pisco night
34 HOSPITALITY
Aria Hotel Budapest 10 years old
35 WHAT’S ON Concerts, festivals, events and exhibitions in and out of Budapest
36 WITTYLEAKS by the Ambassador of Argentina
38-39 TOURISM
Eastern Slovakia
FRENCH FOCUS – COMING SOON
Diplomacy&Trade is going to present a special Focus section on relations between Hungary and the Republic of France on the occasion of the French national day. France is among the most important foreign investors in Hungary. The main areas of French investment here are food, energy, electronics, pharmaceuticals, automotive, chemicals and construction. France is Hungary's 11th most important trading partner, accounting for 3.5% of total Hungarian trade in goods. The leading article of the compilation will be an interview with the French ambassador to Hungary, Jonathan Lacôte about the main aspects of bilateral relations. We also present the activities of the French-Hungarian Chamber of Commerce and Industry (CCIFH) and several of the French ventures operating in Hungary.
Event guide to the Hungarian capital
page 35
Aria Hotel Budapest: beauty inside and out page 34 East Slovakia: majesty of nature with the richness of history page 38-39
HUNGARY: 21 YEARS INTHEEUROPEANUNION
Free concerts, a traditional Europe Day running race, quizzes and a variety of activities, organized by the European Parliament Liaison Office in Hungary, attracted thousands of visitors to Budapest's downtown Szabadság Square on Sunday, May 11, to celebrate 21 years of EU membership by Hungary. 3,436 people completed the race, which was 21 kilometers long this year to mark the anniversary.
The festival began with the “21 Years – 21 km – EU Run”, a barrier-free race which saw 1,631 individual runners and 650 relay teams of two or three people each complete the distance. Participants included, among others, three-time Olympic champion water polo player Dr. Gergely Kiss and Olympic silver and bronze medal swimmer László Cseh. Along the route of the race, runners were also able to discover 21 successful EU developments: one from each of the 19 counties, one from Budapest and one of the winning projects of the 2024 RegioStars competition. Visitors to the event were welcomed by a number of different organizations, including the EU institutions, Europe Point, the Hungarian Climate Alliance and the Creative Europe Bureau. Guests could learn about topics such as maintaining our quality of life, promoting social justice, supporting young people, Europe's role in the world and what the EU does for people in an exciting and playful way. It was shown how the EU ensures that people can thrive in a safe, peaceful, competitive, cohesive and economically sustainable society in times of geopolitical turmoil and major global economic and social challenges.
THEMARCH OFTHELIVINGHELD INBUDAPEST
The traditional March of the Living was held in Budapest also on May 11, with participants of the 21st annual walk commemorating the victims of the Holocaust marching from the Shoes on the Bank of the Danube monument to Várkert Bazaar via the Chain Bridge. Andor Grósz, President of the Association of Jewish Communities in Hungary (Mazsihisz) and Chairman of the Board of Trustees of the March of the Living Foundation, said that the terrorist attack on Israel on October 7, 2023 shook the belief that what happened to the Jews in the mid-20th century was a one-time and unrepeatable horror. The event began with a speech by Michel Gourary, European Director of March of the Living International, at the Shoes on the Bank of the Danube memorial on the Széchenyi Quay in the 5th district, which commemorates those Jews who were shot into the river during the 1944-45 Arrow Cross terror.
He recalled that between May and July 1944, 437,000 Jews were deported from Hungary to Auschwitz in eight
on the record
weeks, one of the fastest and most brutal deportations of the Holocaust. This could not have happened without the cooperation of Hungarian officials and the Hungarian gendarmerie, he added.
He also stressed that since 2004, Hungarian state leaders have acknowledged the responsibility of Hungarian state and civil servants, police and gendarmerie during the Holocaust.
BUDAPESTAWARDED THEEUMISSIONLABEL
The EU Mission label was awarded to 39 new cities, including the Hungarian capital during the Mission Label Ceremony at the Cities Mission Conference 2025 in the Lithuanian capital, Vilnius this May. This recognition that highlights the participants' ambitious plans to reach climate neutrality by 2030 and is designed to help them unlock public and private funding to support this goal was handed over by the European Commission to Budapest Mayor Gergely Karácsony at the event.
According to an announcement the Budapest Mayor's Office, the Municipality of Budapest joined the European Commission's Mission of 100 Climate Neutral and Smart Cities in 2022 and has prepared its Climate Deal, which sets out a comprehensive roadmap for achieving climate neutrality.
The Climate Contract aims to reduce carbon emissions by 80% and neutralize the remaining 20%, they said, adding that the European Commission's Climate Neutrality Mission Award recognizes Budapest's climate neutrality action and investment plan.
The adoption of the Climate Change Treaty will help to mobilize further EU funds and implement climate protection projects, they stressed.
The mission aims to make participating cities a role model as centers of innovation in the fight against climate change.
The role of cities in climate change is outstanding: 75% of EU citizens live in cities and more than 70% of global CO₂ emissions are attributable to cities.
HUNGARY'SECONOMY STRUGGLESWITHOUT EUFUNDS
On May 1st this year, Hungary marked the 21st anniversary of its accession to the European Union. While EU membership offers a host of economic advantages – such as tariff-free exports within the bloc, increased foreign direct investment, and free movement of labor – perhaps the most tangible benefit lies in the direct financial support from Brussels. That amount is so significant that without it, the country's economy could be in real trouble, the Budapest-based GKI Economic Research Institute finds.
Since joining the EU, Hungary has received a net total of EUR 67.8 billion in funding – approximately HUF 21.6 trillion. To put this into perspective, this sum represents 26% of Hungary’s estimated GDP for 2024, and exceeds the country’s entire annual investment volume. On average, net EU funds have contributed the equivalent of 2.8% of GDP per year since 2004, rising to 3.5% annually after 2010. Overall, between 2004 and 2023, Hungary’s average annual GDP growth would have been just 0.7% without EU support.
UPCOMING NATIONAL DAYS
July
1Canada National Day
3Belarus National Day
4USA Independence Day
5Algeria Independence Day
5Venezuela Independence Day
9Argentina Independence Day
13Montenegro National Day
14France National Day
21Belgium National Day
23Egypt National Day
28Peru Independence Day
August
1Switzerland National Day
6Bolivia Independence Day
9Singapore Independence Day
14Pakistan Independence Day
15India Independence Day
17South Korea National Day
20Hungary National Day
24Ukraine Independence Day
25Uruguay Independence Day
27Moldova Independence Day
29Slovakia National Day
31Malaysia National Day
With EU funds, the average growth rate was 2.1%. This implies an average annual GDP impact of 1.4 percentage points – twice the growth that could have been achieved through domestic drivers alone. The economic benefits of EU membership are undeniable: over the past 15 to 20 years, EU funding has functioned as a key engine of Hungarian economic growth.
FERENCLISZTINTERNATIONAL AIRPORT 75 YEARSOLD
Budapest’s international airport, the gateway to Hungary, was opened to the traveling public seventy-five years ago, on May 7, 1950. Over the past seven and a half decades, hundreds of millions of passengers and millions of aircraft have used the runways and terminal buildings at the area called ‘Ferihegy’. The airport has been voted Europe’s best several times, based on passenger ratings, while its role as a regional hub for air cargo has been consolidated. The airport operator company Budapest Airport, part of the VINCI Airports network, has prepared for its anniversary year with a number of interesting events and activities.
75 years, more than 302 million passengers, 3.1 million tons of cargo – this is how the history of Budapest’s international airport can be summarized in a few words and figures. Its employees now handle nearly 60,000 passengers a day, which exceeds the total annual traffic recorded in the year of opening.
Today, an average of 300 flights arrive and depart from the airport every day, and at the end of 2024, flights connected Budapest to 142 foreign destinations. Budapest Airport has won the award for best European airport twice, its worldclass infrastructure, supporting its role as a regional hub, has received numerous prestigious awards, and its sustainability efforts are among the best in the world. Budapest Airport celebrated the May 7 anniversary with, among other things, a special video created using artificial intelligence, which brings the past to life and once again fills the iconic Terminal 1, with its many fond memories, with new life.
company briefs
SOLAR ENERGY TO POWER NESTLÉ OPERATIONS IN SZERENCS
Nestlé Hungária Ltd. has inaugurated a new solar park in Szerencs, NE Hungary, representing an investment of EUR 1.8 million. The facility will generate approximately 1.5 GWh of electricity annually and marks the latest development in the operations of the Swiss company, which has been present in Hungary for more than 30 years.
Globally, Nestlé operates 337 factories across 77 countries and distributes its products in 185 markets. In Hungary, the company maintains a strong presence with its headquarters in Budapest and manufacturing facilities in Szerencs, Diósgyőr, and Bük. Hungary also plays a key role in Nestlé’s European operations, hosting the Central and Eastern European pet food production hub, a European powder beverage plant, and a regional sensory testing center.
Nestlé is known for its ongoing reinvestment in Hungary. With over HUF 382 billion invested to date, the company is the largest Swiss investor in the country and, with a workforce of approximately 3,000 employees, also one of the largest Swiss employers. Following its capacity expansion in 2024,
Nestlé has now installed a solar power plant at its Szerencs site as a greenfield project, designed to harness renewable energy. The system
PROFESSIONAL DEVELOPMENT, INNOVATION AND PARTNERSHIP
Daniella Ltd. is a family business based in Debrecen with more than 30 years of experience, a leading player in the Hungarian electricity market with a network of 44 branches, a B2B and B2C webshop and an annual turnover of nearly HUF 50 billion.
The company's stability and market recognition are also marked by the Magyar Brands and Business Superbrands awards. This year, the company's stand attracted outstanding interest even in the run-up to the Construma exhibition in Budapest this spring.
One of the key pillars of Daniella Electricity's CSR strategy is the development of technical knowledge and the preparation of young people for the challenges of the future. The company is committed to supporting the education of young people in technological fields, thus contributing to the development of the Hungarian economy. To this end, in 2022, it established the Daniella Electricity Talent Foundation, which aims to support technical education, research and development. The foundation encourages the spread of the latest innovations and environmentally friendly solutions, promoting sustainable technological development.
Through its activities, it provides opportunities for knowledge sharing between students, educators and industry, while supporting talented young people through its scholarship programs.
"In line with the company's strategy, we are committed to supporting the development of future professionals, as exemplified by our patronage and support through the Daniella Electricity Talent Foundation. The foundation aims to help promote technical education, research and development both nationally and internationally. An
is expected to meet 30% of the facility’s annual electricity needs. This latest investment further strengthens economic ties between Hungary and Switzerland, one of Europe’s most stable economies.
integral part of this mission is to encourage professional dialogue and promote knowledge sharing. Daniella Electricity provides a platform for young professionals to learn about innovations from leading manufacturers and to demonstrate their professional skills through competitions organized in partnership with the national association of electricity professionals EMOSZ," Tamás Nagy, Chairman of the Board of Trustees of the Daniella Electricity Talent Foundation highlighted.
INCREASING ANNUAL REVENUE AT AUTOWALLIS GROUP
Vehicle trading company and mobility service provider AutoWallis Group's revenue exceeded HUF 398.4 billion las year, which is HUF 32.2 billion (or 8.8%) higher than the revenue for the previous year. Organic growth in the Group's revenue was 7%, which is more or less the same as the growth in vehicle sales volume excluding the effects of acquisitions (6.5%). The transactions completed during the current year only contributed to growth in a prorated manner, which means that they haven't had a significant impact on the Group's revenue yet.
Material expenses were up by 27.9% from the comparative period, the main reasons being inflationary effects (the rise in public utility costs and the price of materials used in the course of servicing activities), rising fuel prices and the effect of acquisitions.
The value of services was up by 28% or HUF 4.9 billion from the comparative period. The main drivers behind this uptick in expenses
SOLID GROUP-WIDE PERFORMANCE AT MOL GROUP
In the first quarter of 2025, MOL Group delivered USD 546 mn profit before tax in Q1 2025, an increase of 23% year-on-year, the oil and gas company has announced. All key business segments improved their performance despite the economic slowdown, jointly contributing to MOL Group’s resilient results amidst macroeconomic headwinds – driven by strong upstream performance, steady downstream operations, growing consumer services, and stable delivery in circular economy services despite continued challenges. Chairman-CEO Zsolt Hernádi commented on the results by stating that “in a period marked by geopolitical tensions and economic transformation, we managed to deliver stable performance. The good news is that our positive results were primarily driven by improved internal performance across nearly all our business segments. This provides a solid foundation for overcoming future challenges, as I expect similarly turbulent and uncertain times ahead. To navigate these challenges, we follow the proven MOL formula: fiscal discipline, smart investments, diversification, an integrated operating model, and the consistent execution of our strategic goals. There are no zigzags – our focus remains firmly on efficiency and enhancing internal performance, without compromise, in order to strengthen our competitiveness. Our objective remains unchanged: to create value for our shareholders in the short term, and to build a future-proof MOL Group in the long term."
Upstream results improved quarter-on-quarter, supported by higher gas prices. Production averaged 93,000 Barrels of Oil Equivalent Per Day (or mboepd), in the middle of the guidance range of 92-94 mboepd, slightly lower than in the previous quarter reflecting lower production in Central and Eastern Europe. At the same time, portfolio development continued in Hungary, with the Endrőd asset acquisition successfully closed and the Som8 well entering production.
included the increase in logistics expenses caused by the rise in sales volumes, the rise in marketing and communication costs due to market reasons (by HUF 1.2 billion), as well as the significant increase in insurance fees and bank charges. The acquisitions completed in the current year also contributed to this surge in expenses.
The value of financial gains or losses was a loss of HUF 5.7 billion in 2024, which represents a decline in comparison with 2023. Despite the improvement in the interest rate environment in 2024 and the resulting decline in interest expenses, the ongoing and significant weakening of the forint throughout the current year had a negative impact on the balance of financial gains or losses. The EBITDA, the indicator which best describes the Group's performance, exceeded HUF 20 billion in 2024. Despite the negative effects described above, the Group's EBITDA margin remained above 5% (2024: 5.1%; 2023: 5.4%).
The Group's profit before tax for 2023 was HUF 9.1 billion, which is 23.7% lower than in the previous year. The contribution of the Group's joint ventures to the profit for the year was HUF 438 million (2023: HUF 1,070 million).
company briefs
Q1 NET PROFIT OVER EUR 2 MILLION AT GRAPHISOFT PARK
The pro forma net profit for the first quarter of 2025 at the Graphisoft Park office complex in Budapest was EUR 2.22 million, which is slightly higher by 4% than the same period of the previous year. According to the executive summary of the quarterly report, this result is primarily due to the stable tenant base of the office park: the vacancy rate
REAL ESTATE MARKET RECOGNITION FOR RICHTER CENTER
The pharmaceutical company Richter Gedeon Plc.'s new central office building, the Richter Center, situated in Budapest's 10th District, has received prestigious real estate market recognition, winning the Headquarters of the Year Award in the 2025 Office of the Year competition.
The 17,400-square-meter, six-story headquarters building, which was inaugurated last year, was designed by Zoboki Architecture and serves both Richter's domestic headquarters and professional support for its activities in more than 50 countries. The interior design focuses on ergonomics, the use of natural materials and the creation of a quiet and inspiring working environment.
Diplomacy-n-Trade.ai 1 2017. 02. 27. 11:22:30
At the headquarters, sustainability goals are served by ground-source heat recovery, green roofs and green spaces that improve the microclimate. The functional use of space, the incorporation of digital solutions and support for office community life are in line with the challenges of modern working, especially the hybrid model and the rise of digitalization.
According to the competition jury's assessment, the Richter Center is an exemplary combination of innovation and sustainability.
The 15th Office of the Year contest is one of the most important competitions in the Hungarian office market. The prizes, awarded by an independent professional jury, recognize projects that stand out in terms of real estate development, architecture and work culture. The aim of the competition is to spotlight the highest quality office space, sustainability solutions, interior design concepts and corporate practices that promote employee wellbeing and change management success.
typical of the Budapest office market in recent years did not occur in Graphisoft Park, which – despite the decreasing rate of rent indexation – ensures the favorable development of sales revenue. Graphisoft Park's occupancy rate has been stable at 94% for almost a year, significantly exceeding the current average of 86% for the Budapest office market. Despite the uncertain economic environment, our tenants are continuously extending their leases and are typically committed to longer terms than the national average. This is due, on the one hand, to the unique natural
LARGE-SCALE SOLAR PARK PUT IN OPERATION AT HOLCIM PLANT
A solar park with a capacity of about 28.5 megawatts has started operation at the cement plant of Holcim Hungary Ltd. in Királyegyháza, S Hungary. The power plant, set up by ID Energy Group, is capable of providing almost a third of the electricity needed for production.
Holcim Hungary said in a statement that the solar farm is unique in Hungary because it is the first
features of the Park, the environment created by the technological and IT focus, and, on the other hand, to the ability to flexibly adapt to changing tenant needs.
Significant contract extensions over the past year have increased the average remaining lease term to 5 years by the end of 2024, followed by several smaller contract renewals this year, reinforcing WAULT’s 5-year value. A figure that reflects tenant commitment even more is the average lease term since each tenant’s first lease agreement, which has increased to nearly 16 years this year.
one to be built under a power purchase agreement (PPA) and also has a public grid feed-in right.
According to preliminary estimates, solar energy will be able to supply about 30% of the energy needed for the full operation of the factory, and further green energy projects are planned, reads the press release.
The Hungarian subsidiary of the Swiss-based Holcim Group, which employs more than 140 people, aims to offer innovative solutions to the domestic waste problem in the current economic and industry changes and to achieve carbon neutrality by 2040. To this end, it is preparing a project for the recovery of construction and demolition waste, the expansion of renewable energy sources, the increase of biodiversity in mines, and carbon capture and storage.
Since its launch in 2011, the cement plant has spent HUF 4.5 billion on environmental investments.
The company is facing significant challenges in the current legal and economic environment, which limit its options, but in 2025 it will continue to focus on local employment, strengthening the economy, promoting the green transition of the domestic construction industry and providing the necessary low-carbon cement.
EUROPE'S LARGEST ORGANIC FERTILIZER PROCESSING PLANT
The Master Good Group started developing the technology and production line more than ten years ago, which has enabled it to produce organ grindings. Construction of the new plant will start this year, so that by 2026 BioFer's products will be manufactured in a factory with an expanded capacity. The tripling of the current capacity means that Europe's largest organic fertilizer factory will be built in our country.
negotiated prices," Master Good Group owner László Bárány, Sr. says. "We are talking about a period of implementation and development lasting more than a year. In the second half of 2026, the new factory with its expanded capacity will be operational. Our current capacity is 30,000 tons, and as a result of the development, the capacity will triple to 100,000 tons per year. Today, the largest capacity plant in Europe producing a similar product has a capacity of only 70,000 tons," he points out.
Where will enough raw material come from for a factory with three times the capacity? Master Good plans to double its current chicken slaughtering capacity by 2029.
"The development itself, at under HUF 100 million, is worth nearly HUF 10 billion. The tender is expected to be announced in June, and at that moment we will be on the starting line, which means that we will start the investment once we have the plans, contractors and
The Master Good Group's animal husbandry business, including chicken rearing and fattening, is Baromfi-Coop Ltd. The Master Good slaughterhouse in Kisvárda processes 86 million chickens a year.
analysis
AN ASYMMETRIC VERBAL WARFARE –AND ITS BACKGROUND
WITH AN EYE TO CHINA, THE UNITED STATES ATTEMPTS TO ACHIEVE PEACE THROUGH STRENGTH IN THE ASIA-PACIFIC REGION
BY TAMÁS MAGYARICS
The annual Shangri-La Dialogue is arguably the single most important defense summit for the Asian countries. In the past few years, the meeting offered a forum for the American and Chinese to spell out their respective strategies and visions for the Indo-Pacific region. The ’spokesmen’, at least since 2019, have been the U.S. Defense Secretary and his Chinese counterpart. Not this year. Defense Secretary Pete Hegseth was present, but Beijing sent a relatively low-level delegation headed by a one-star general from the People’s Liberation Army’s National Defense University, a certain Hu Gangfeng. He claimed that he was representing the highest-level political leadership, but the message was clear (especially from the Chinese who are so sensitive about symbols): China is not interested in a serious security dialogue with the U.S. at the moment – at least at this forum whose format is rather unscripted, which the Chinese do not really favor. On the other side, the mere fact that Pete Hegseth took the long trip to Singapore indicated that Washington wished to send a message too: the U.S. attaches top priority to the region – in the face of China’s growing assertiveness, especially in the South China Sea and the East China Sea, more specifically, around Taiwan.
U.S. priority: the Pacific
However, there is another symbolism regarding the Chinese military. Hu Gangfeng is a RearAdmiral, while the defense minister is Admiral Dong Jun. China is busy building up its ’bluewater navy’; at present, it is possessing the largest navy by number of warships. It does not
translate into the strongest one; China is far behind the U.S. in terms of aircraft carriers, that is, power projection capability, at the moment. The ultimate goal is rather clear: to break out of the territorial waters and reach the vast waters of the Pacific and the Indian Oceans. The U.S. is doing its best to prevent this outcome. First, then Secretary of State Hillary Clinton and President Barack Obama announced the new global strategy of ’pivot/rebalance’ to Asia. In practice, it meant that Washington started to redeploy its naval forces which had been split 50-50 percent between the Atlantic and the Pacific before; now, the Pacific is given priority. Second, the U.S. initiated an informal strategic planning within the framework of the so-called Quad; that is a defense cooperation among the U.S., Japan, Australia and India. Third, Washington entered into a navy (submarine) modernization program with Australia and the United Kingdom (AUKUS). Mention could also made of the bilateral defense cooperation agreements with South Korea, Japan, Taiwan, the Philippines and other Southeast Asian countries. The aim is obvious: to keep China out of the Pacific and inside the so-called first island chain. Defense Secretary Pete Hegseth in Singapore urged the Asian allies to step up their own defense – the message is meshing with the Trump administration policies in Europe, where the NATO members have been put under pressure to do the same. These parallel demands indicate, at least, two things. One, they demonstrate President Trump’s transactional approach: even allies are not to have a ’free lunch’ in the future. Two, in a more general term, it indirectly amounts to admission that U.S. has lost power/influence in relative terms in the world: Washington needs the active
support of her allies if she wishes to prolong the country’s primacy/hegemony on a global scale.
Peace through strength
Secretary of Defense Pete Hegseth also took the opportunity to restate the Trump administration’s global security strategy. Overall, Washington is endeavoring to achieve peace through strength. The ’skinny budget’ for FY 2025/2026 provides for more than a trillion dollars for the country’s defense – the highest ever in the history of the U.S. The dramatic increase of defense spending is not new; for instance, Ronald Reagan also boosted defense spending to a large extent to achieve a position of strength vis-á-vis the Soviets in the 1980s. The Golden Dome concept as proposed by the Defense Secretary in his speech at the Shangri-La Dialogue is not new either: the Reagan administration’s Strategic Defense Initiative was the first attempt to create a defensive shield against incoming missiles around the U.S. Of course, it is also reminiscent of Israel’s Iron Dome missile defense system. Pete Hegseth revived another Cold War era notion too: deterrence. While the U.S. administrations, with justification, spotted growing Soviet influence all over the world during the Cold War years, so have the recent leaders in Washington observed similar attempts by the Chinese from Panama to Africa and Europe and beyond. It is especially Asia where Washington has been discovering hegemonistic goals by the Chinese. The U.S. will not tolerate any change of the status quo in the South China Sea and around the first island chain by force or coercion, warned the American Secretary of Defense. His words
were more belligerent than his predecessor’s in last year’s Shangri-La Dialogue. Then Lloyd Austin expressed his conviction that war with China was neither imminent nor unavoidable. There was one important point where Pete Hegseth deviated from the rhetorics reminiscent of the Cold War. He emphasized that America is not interested in the moralistic and preachy approach to foreign affairs; a clear break from the Biden administration’s policies, and the war ’for the hearts and the minds’ of the people when the Soviet Union was existing. The Trump administration has adopted a hard-headed Realpolitik approach to international affairs and, to all intents and purposes, is thinking within the framework of great power relations, more specifically, in a U.S.-China-Russia trilateral power relationship.
Asymmetric or symmetric rhetoric?
The U.S. and the Soviet Union were fighting with words, not weapons (except in the socalled proxy wars); and, so far, the U.S. and China have been following suit. Beijing was not sending a high-ranking representative to Singapore late May, early June and, therefore, her response was not as strong as the American warning was. However, the Chinese promised an ’appropriate’ response at the Beijing international defense conference in September or October. There, on home turf, the Chinese will likely to be more assertive. Hopefully, the hosts will get even only with words with the Americans there, and the potential asymmetric rhetoric will be followed by common symmetric common sense prevail on both sides.
Tamás Magyarics is a foreign policy analyst
BY SÁNDOR LACZKÓ
After his first tenure between 2012 and 2016 as Swiss ambassador to Budapest, Jean-François Paroz returned for a second term to Hungary and presented his credentials here in December 2020. Now, at the end of this second term, he tells Diplomacy&Trade that he is satisfied with the fulfillment of his mission.
“Swiss-Hungarian relations are influenced basically by three main elements. First, Switzerland and Hungary are two countries in the heart of Europe, and relations with the European Union are of utmost importance for both. It is very important to explain the Swiss relationship with the EU and to ensure that this policy is well understood in all the EU member states. So, it was clearly part of my mission here. Second, the economic relations are a pillar of the bilateral relations and therefore, ensuring that further Swiss investments and good framework conditions in Hungary continue and enable us to strengthen this strong economic pillar is a priority for the Swiss government, but I would
add that also for the Hungarian government as well as for my embassy. The Second Swiss Contribution for the reduction of social and economic disparity in Hungary is what I consider the third pillar of bilateral relations.”
He adds that a great part of his mission was showing that Switzerland is a trustful partner of the EU and Hungary and contributes to prosperity in Europe. “Thanks to specific initiatives like the project ‘Switzerland in your city’ that we organized in Debrecen, Veszprém, Pécs, Kecskemét and this year in Budapest, we have been, I think, quite successful. I must also mention that during the past almost five years here, we had several high-level visits also to explain this Swiss position towards the EU at the highest level. So, all in all, looking back at the initial expectations, I can say that we have managed to cope with the challenges, but there are always more left.”
Coming for a second term
As to how much he was able to build on his experience from his first tenure here, Ambassador
REPRESENTING SWITZERLAND, A TRUSTFUL PARTNER
INTERVIEW WITH THE AMBASSADOR OF SWITZERLAND, JEAN-FRANÇOIS PAROZ
Paroz notes that “interestingly, many would say an ambassador should not go for a second mission to the same country as one would start representing, in this case, Hungarian interests rather than Swiss ones. Of course, it does not happen but I was happy to have the opportunity of coming here for a second term as I arrived with the best possible preparation. I knew already most of the official partners – government officials, the management of the Swiss Chamber here, many of the CEOs of Swiss companies in Hungary and even NGO people. All in all, I had my network, I knew the people, including the team here at the Embassy. I had a relation of trust with most of these people, which was extremely helpful. As for Hungary, the country didn't change much between my two ambassadorial terms.”
However, he was determined not to make the same mission again, despite the fact that one cannot do everything differently. The challenges were partially also different. “There are things you cannot expect, for instance, the war in the Ukraine. For all ambassadors and other diplomats
in Hungary, it gave us new challenges to explain, to follow what was going on with refugees, which was totally different from the refugee crisis of 2015. Also, I arrived in the middle of the new coronavirus epidemic. I had this reputation that I was a friend in this country, that I respect the country, that I like it to be here. It also gave me sometimes more freedom to speak as a friend, which means you can really say what you like and also sometimes what you don't like. So, all in all, I think I was able to build on this previous experience. I really think it was a privilege to come back.”
Successful business for Swiss firms
As far as bilateral economic relations are concerned, they are quite rich. Switzerland is a good partner for prosperity in Hungary as investments from Switzerland have continued to arrive to this country, based on the decision of Swiss private companies. As the Ambassador explains, they continue to come to Hungary because many of them receive good support from the government in subsidies. Many of them find good economic framework conditions
and make successful business here. “We have recently had the opening of new factories or the enlargement of existing production plants. I can also mention the signing of a strategic partnership between the Hungarian government and the Swiss pharmaceutical firm Roche in 2022. We had the 30th anniversary of Ringier in 2023 and we had the announcement of the opening of a new production facility by Feintool in 2024, Stadler was celebrating 15 years of the Szolnok wagon box plant earlier this year and we had the inauguration of a SENSIRION production hall in Debrecen last April. I can also mention the importance of launching of new projects between Swiss pharmaceutical companies and Hungarian universities.” Swiss pharmaceutical firms and Swisscham Hungary, which celebrates 30 years anniversary this year, have taken the initiative of having Swiss-Hungarian healthcare forums. “Interestingly enough, it was on the occasion of the second Swiss-Hungarian healthcare forum in November 2022 that I signed, at a kind of official side event, the framework agreement on the Swiss-Hungarian Cooperation Program with Minister Tibor Navracsics,” he adds.
The Second Swiss Contribution
Speaking of the Swiss contribution program and the framework agreement, Ambassador Paroz explains how the second phase is proceeding regarding its objectives of reducing social and economic disparities, supporting the general convergence efforts of underdeveloped areas, etc. “This was a significant part of my mission here. As you know, the memorandum of understanding between Switzerland and the European Union on the second contribution was signed in June 2022, followed by the signing, as I mentioned, in November that year, of a framework agreement between Switzerland and Hungary. Since then, we have launched several programs here. The winners of the ‘Geothermal energy sources for district and urban heating’ project were announced in November last year. The same month, we had the opening event of the vocational education and training program in Vác. The project of improving life-saving skills was launched in March 2025. In May, we saw here in Budapest the opening of the program for the
swiss focus
availability of digital spaces and improved digital competencies for disadvantaged groups. All this give the Swiss Embassy and the Swiss Ambassador the opportunity to meet with a much broader network of partners because these programs are in interesting sectors, which had been developed during more than two years of negotiation between Switzerland and Hungary before the start of my mission. It's not for marketing because it was our Hungarian partners who indicated areas where our contribution program can really make a difference and help locals. Quite often, these projects benefit small settlements. There, I can not only meet those who were actually presenting the project, the program operators and those who won a call for project, but also the end beneficiaries. Therefore, it gives me a real occasion to see what we achieve on the ground.”
Some might question how come Switzerland and Hungary are going to be working together in the framework of this program whereas EU funds are not coming. According the Ambassador, “it is important to say that we have a project-based cooperation. It means that we do not send HUF billions to Hungary but we are working together on a daily basis: the Swiss Contribution Office in my embassy and the National Coordination Unit, that means the Ministry for Regional Development, discuss the development of the given project. The Hungarian government is paying for all the developments and then, when everything went smoothly, we reimburse 85% of the costs. So, we have a common realization of the projects where we are in touch with the beneficiaries. And for me, it makes a relationship very interesting because I meet people in the small settlements, discovering another reality not just the one in the capital.”
The role of the civil society
Another important aspect of Swiss-Hungarian cooperation is the participation of civil society organisations. As to how much and in what areas they contribute to relations between the two countries, Ambassador Paroz points out that in order to have strong bilateral relations, you cannot just have relations on the government level, but you also need to have it in many other aspects.
Source: World Factbook
“For instance, there is good cooperation in the research sector, which has the involvement of civil society actors, not just NGOs, they are also researchers, professors, universities. We also have a network of twinning programs with municipalities of both countries. I attended the 30-year anniversary of the partnership between Tápiógyörgye in Hungary and Wünnewil-Flamatt in Switzerland this spring. You cannot just build on the cooperation between two mayors, you have a society and association in each settlement to look at the concrete actions, for instance, sending children to each other: every year, Hungarian children will go to Switzerland or Swiss children will come to Hungary. In the Second Swiss Contribution program, we have introduced a provision that in most of the programs and projects, you must have a civil society organization involvement. When I visited the latest opening of one of the geothermal projects, I met a local NGO that had partnered with the municipality of the small settlement. Together, they are using this geothermal project to raise the awareness among the population and school children about the importance of using renewable energy to combat climate change and global warming.” As part of the vocational education and training program, the Ambassador visited some projects aimed at minorities, including the Roma, in which the local municipality, in collaboration with the local university and possibly a local NGO, will develop a project including elements related to automotive for local youth of Roma community and concrete support for their digital education. “We also have a small fund to help NGOs themselves, because we believe that they play a very important role. As part of my mission here, I'm also committed to being in contact with important NGOs: we are working with Amnesty International and with Transparency International. We organized also seminars or small round tables in the embassy with NGOs, which are active in several sectors, like violence against women, or caring for homeless people. So, it is part of the bilateral relations that we built on these people, the civic society actors.”
Bidding farewell to Hungary
This summer, after now almost nine years of presence as Ambassador of Switzerland to Hungary, Jean-François Paroz leaves this country. “I'm retiring after 37 years of Swiss foreign diplomatic
service. I will go back to Switzerland where I will meet my daughters and granddaughters with my wife and my son. I have nice projects in mind, but, of course, leaving Hungary is something special too because after nine years, you know a country well, you manage to have a very important relationship with many partners,” he says, adding that the building that houses the embassy and the ambassadorial residence is very important for him for two reasons. “First, because I am researching about the international efforts to protect the Jews during World War II in Hungary. I published an article in the online review of the Hungarian Memorial Center about this chapter of international diplomacy and the role of Carl Lutz and other diplomats, together with Jewish organizations here. This embassy building is the only one we have had in Hungary since 1938. The residence I have been living for nine years of my life is actually the place on Earth where I spent the second most time after my family house in Switzerland where I was a child and a young man. This residence is also where I have spent most of my life with my wife and we had our common son born here in 2015 in Hungary. He also spent most of his time here. So, leaving this country for other projects and other opportunities is not something very easy in the context of this special relationship with Hungary,” he concludes.
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CONTINUING SWISS INVESTOR INTEREST IN HUNGARY
HUNGARY’S INVESTMENT PROMOTION AGENCY
DELEGATION VISITS THE ALPINE COUNTRY
The most important task of the Hungarian Investment Promotion Agency (HIPA) is to provide professional assistance to foreign and Hungarian companies wishing to invest in Hungary. In 2024, with the help of HIPA, foreign investors decided to launch 77 projects in Hungary, which is estimated to bring more than EUR 10 billion in fresh capital and 18,500 new jobs to the Hungarian economy. One important source country has been Switzerland.
As HIPA CEO István Joó explains to Diplomacy&Trade, over the past decade, Switzerland has proven to be a stable and reliable investment partner, and accordingly, four major investments were decided upon last year, totaling nearly EUR 200 million. “Among these, Nestlé's development stands out in terms of volume: one of the world's largest food companies, with more than 150 years of history, is establishing a new plant and installing two new automated production lines at its Central and Eastern European pet food production center in Bük, W Hungary. An important feature of the production is that nearly half of the raw materials used come from Hungarian suppliers, and thanks to the latest announced investment, this proportion may increase further.”
Good bilateral relations
In May this year, a HIPA delegation visited Switzerland. István Joó notes that the visit, under the leadership of Minister of Foreign Affairs and Trade, Péter Szijjártó, was part of the good political cooperation between the two countries that provides an excellent basis for successful economic cooperation. “Swiss companies are synonymous with high added value and cutting-edge technology, so, in May, we held talks with the leaders of major Swiss companies and representatives of local chambers of commerce on how to attract even more investment to our country.”
Increasing investment and trade
HIPA's interest in Switzerland is not new as, for example, in November 2017, the Swiss-Hungarian Chamber of Commerce organized the 2017 Swiss Business Day in collaboration with HIPA. The theme of that event was ‘Innovation and Talent’.
As to what results the development of Swiss-Hungarian economic relations has achieved in recent years, the HIPA CEO highlights that the dynamic development of relations between the two countries has been unbroken in recent years.
“The number of investors from the Alpine country here has tripled over the past ten years, reaching EUR 3.7 billion.
As a result, Switzerland is currently the seventh largest investor in our country and Swiss companies employ 30,000 people in Hungary. The nearly 900 Swiss companies operating here remained committed to Hungary even during the war crisis, for which we owe our gratitude and thanks to the Swiss investor community. In addition to investments, bilateral trade in goods also increased significantly: between 2017 and 2024, its value rose by nearly a third, exceeding EUR 1.9 billion last year. We are particularly pleased that Hungarian exports to Switzerland have increased by almost one and a half times during this period.”
Important partners
Regarding Swiss and Hungarian partners HIPA works with, he points out that “just a few weeks ago, in May, our most important Swiss partner, Swisscham Hungary, celebrated its 30th anniversary with a truly memorable gala evening. We greatly appreciate that, after visiting several locations outside Budapest, the Swiss Embassy launched the ‘Switzerland in Budapest’ program series in the Hungarian capital in March this year.
The aim of the series of events is to showcase Switzerland's historical, cultural and economic presence in Budapest. Of course, we regularly consult with large Swiss companies in our country. We are honored that the Hungarian government's strategic partners include such leading Swiss
companies as Stadler, a manufacturer of railway rolling stock; Phoenix Mecano, a manufacturer of automotive electronic components; Kuehne+Nagel, a logistics company; REHAU, an automotive company; and Roche, which manufactures life-saving medicines and conducts research and development activities in our country.”
Versatile Swiss presence
The Hungarian government's foreign economic strategy has focused on car manufacturing, particularly the production of electric vehicles and components. This industry is currently experiencing a temporary downturn. Fortunately, this latter development does not seem to affect Swiss investments and investment plans significantly. István Joó underlines that “the diversity of Swiss investors is reflected in the fact that, in addition to vehicle manufacturing, they are present in more than ten different sectors in Hungary, ranging from pharmaceuticals, logistics, BSC and the chemical industry to investments focusing on medical technology and renewable energy. Between 2014 and 2024, with the
the weight of the Hungarian operation, which will coordinate R&D activities and clinical research in more than 12 countries and create new highly skilled jobs in Hungary.
The HIPA CEO stresses that Swiss investor interest continues in 2025. “In January this year, the first two-story aluminum carriage body manufactured in Hungary was unveiled, which was made possible by Stadler's capacity expansion investment launched in 2023. The implementation of this manufacturing technology is of great significance in the history of the Hungarian railway industry and clearly demonstrates the successes achieved by the continuously developing Szolnok plant over the past 15 years. Stadler has also decided to launch a new investment project: the development aims to introduce a special welding technology that will reduce raw material and energy consumption, and the reduction in waste and auxiliary materials will make production even more sustainable and competitive. In addition to all this, numerous Swiss investment negotiations are currently underway.”
Fine-tuned investment incentives
support of HIPA, a total of 53 positive decisions were made on projects involving Swiss companies, representing a total volume of more than HUF 560 billion. The government is providing nearly HUF 34 billion in incentive support for the projects. Approximately 4,800 jobs will be created thanks to the priority investments, and nearly 4,000 jobs have been preserved with the help of the Subsidy to Improve Competitiveness program, launched to combat the economic effects of the coronavirus pandemic, and the Factory Rescue Program, created in response to the energy crisis.
Swiss investor interest continues
In addition to the traditional presence of manufacturers, research and development aspects are also playing an increasingly important role. For instance, Novartis' Hungarian operations have also moved up a level with a new regional R&D center. The aim of the new facility is to increase
Looking ahead, István Joó emphasizes that with the decline in the amount of working capital seeking a place in the world and the achievement of full employment in Hungary, a completely new situation has arisen, and it is an important objective of Hungarian economic development policy to move towards even higher added value. Foreign investors with production capacities should be encouraged to bring development and research projects to Hungary after manufacturing and to collaborate with domestic universities. “To this end, we have fine-tuned our investment incentive support system and, among other things, created a new form of support for the development of rural R&D centers, which can be applied for by medium-sized or large companies employing at least 50 people. In addition, we have reduced the investment threshold from EUR 3 million to EUR 2 million in the 11 least developed counties. Based on the results achieved so far this year and the negotiations still in progress, we can confidently say that we are in a good position this year as well.”
AT STADLER
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SERVING SWISSHUNGARIAN BUSINESS RELATIONS FOR THREE DECADES
SWISS CHAMBER IN HUNGARY CELEBRATES 30TH ANNIVERSARY WITH BUSY SCHEDULE
The Swiss-Hungarian Chamber of Commerce (Swisscham Hungary) was founded in 1995 to provide a platform for economic and commercial cooperation between the two countries. Over the past three decades, the trust and expertise of its members and its steadily growing membership have made the Chamber an important player in business life. On the 30th anniversary, President Dr. István Béres and Director Júlia Lipovecz, tell Diplomacy&Trade about the activities of the organization.
“In this anniversary year, we are paying particular attention to organizing events where we can better showcase our individual members, and we are trying to find venues that are close to our members, or we are organizing meetings specifically for our members. On the one hand, this is a trend, and on the other hand, we want to celebrate the anniversary in a fitting manner. We organized a gala event in May this year, but we are also planning an economic forum for the fall, which will be a conference-style event where we would like to emphasize the many years of operation of Swiss companies and their importance in the Hungarian economy,” Júlia Lipovecz highlights. Also this May, Swisscham organized a walking tour in downtown Budapest, focusing on Swiss companies that represent the Swiss presence with their diversity. This included a public poster exhibition showcasing Switzerland's past and present presence in Budapest, with one of the posters also featuring Swisscham. Both the walking tour and the posters provided a good overview of the history and unity created by the Swiss Embassy and the Swiss Chamber of Commerce.
Colorful event portfolio
As to how the chamber's goal and activity have evolved over these three decades, István Béres recalls that “when we started, we focused on economic events and our advisory activities. We organized various events, such as professional forums or we invited the minister of finance or economy to give a presentation on a specific economic environment, and we could ask them questions. Over the last 10 years, there has been a growing demand for us to organize colorful programs as part of our networking activities. This can be done within the framework of
a large-scale economic forum but also during a gallery visit, a cooking class, a presentation organized by Victorinox, or a factory tour, so we moved more in the direction of such colorful activities. And what is very important that we were quite successful in getting members to come up with ideas, and from this we were able to organize the most successful events, such as watching the Blue Ribbon boat race an Lake Balaton and a forum organized around it. The biggest change is that the chamber has become very interactive, and the portfolio of events we offer them is very colorful.”
Sharing Swiss healthcare experience
One of the most recent partner events concerned the field of healthcare. The Director notes the importance of the project itself, “the fact that the Chamber managed to bring this healthcare forum to life. We have organized it three times so far, making it bigger and bigger. It is very important to us to have Swiss guests and the relevant Hungarian institutional representatives present, and I think we have achieved this quite nicely over the past year. So, it is clear that there is a demand for it, and there is also receptivity on the Hungarian side as they are open to learning about Swiss examples in healthcare, which may be good or bad – a nice little exchange of experiences. I think last year's study trip to Basel is also related to this. We organized that as well. Government representatives and institutional leaders from the healthcare sector were able to visit the Roche and Novartis campuses, and we coordinated that together with the Hungarian Embassy in Bern.”
As the President points out, “everyone knows that healthcare is a very complex, huge system, not only in Hungary but everywhere. It is impossible to achieve change overnight, but at least we have
the satisfaction of having brought in decisionmakers from Switzerland, people in senior positions in the Swiss healthcare system, who shared their Swiss experiences. With that, I think we have fulfilled our mission. How they use this information and incorporate it is beyond our control, but the information has been conveyed, and they were able to gain experience directly in Hungary and Switzerland.
Sustainability in focus
Another very important area, especially for the future, is sustainability. The topic of an event organized jointly with the embassy at the end of April was ‘energy communities’. Júlia Lipovecz stresses that they have been dealing with sustainability for years. “Incidentally, it is mainly the Blue Ribbon event that we dedicate to this topic, where government and corporate players take part in panel discussions specifically on sustainability, and we have some great little programs or projects when we plant trees or inaugurate insect hotels, and there will be more of these in the future, so this is also an area that we always bring up year after year.”
István Béres adds that they bring together different companies around this matter.
“Everyone shares their experiences, the projects they have set or implemented at their own companies, and by hearing each other directly, they can consult directly on these topics.”
Important partners
Jean-François Paroz’s second term as Swiss ambassador to Hungary is coming to an end soon. As for the cooperation with him and the relationship with the embassy, the Swisscham President underlines that “it is very important to us that as many people as possible attend our events and that we have high-quality speakers,
participants, exhibitors and roundtable discussion participants. The support of the embassy and the presence of the ambassador are very helpful in this regard, because the ambassador being present at an event gives it special weight and prestige. Ambassador Paroz enjoys this role and it suits his personality perfectly. He appears at the event and gives a speech that arouses people's interest in the topic. This adds a level of prestige to our events that we could not have achieved without him. Whenever we came up with an idea and asked him to participate, get involved or give a presentation, he always came, no matter how short the notice was, gave the lecture and elevated the importance and prestige of the event with his presence or a speech.”
Busy schedule
In summary of this year’s past and future activities, the Swisscam leaders say that there was so much going on in the first half of the year that they don’t have a complete schedule for the second six months, except to say that there will definitely be an economic forum and a visit to the Stadler factory, which we has already been agreed with the rail wagon producer. Of course, the usual HR and other events held regularly are going to take place. For many years, the Swiss Business Day was a regular event organized by the Chamber in Hungary. However, for a few years now, they have been going each time to a different city in the country and organizing the Swiss-Hungarian Economic Forum. This year, that city happens to be Budapest, so they are organizing such an event in the capital. They want a forum, which is a mini conference on bilateral economic relations to which they “wish to invite Swiss speakers and guests, and the new ambassador will be here by then, so we will be able to organize this sometime in the fall.”
photo by DÁVID HARANGOZÓ
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STABILITY, PREDICTABILITY AND LONG-TERM THINKING
RINGIER HUNGARY’S OPERATION IS BASED ON SOLID PILLARS
The Swiss publishing company Ringier entered the Hungarian market over 30 years ago, in 1993, with the establishment of a subsidiary. The Chief Executive Officer at Ringier Hungary, Tibor Kovács tells Diplomacy&Trade about the common values that Swiss-based companies operating in Hungary share and represent to all their stakeholders; the firm pillars Ringier Hungary is built on; and the use of the latest technologies assisting but not replacing journalists.
“I have had the privilege of representing the Swiss media company Ringier in various positions for decades now, and I have seen that not only Ringier, but also other similarly influential Swiss-based multinational companies operating in Hungary are guided by a set of values based on stability, predictability and long-term thinking. These are not only the cornerstones of our internal operations, but also convey a clear message to our partners, customers and all our stakeholders: they can count on us because we operate reliably and transparently, we remain committed to smaller markets, thus contributing significantly to the development of the sectors concerned, their attractiveness as labor markets, and their professional representation,” the CEO points out. He stresses that they also place great emphasis on innovation, because they are convinced that continuous development and the application
of state-of-the-art solutions are essential for competitiveness and social value creation.
“We actively seek partnerships – we believe in shared thinking and that through cooperation, we can achieve even greater impact in both business and social matters,” he adds.
Stable pillars
Ringier Hungary Ltd. is one of Hungary's largest media companies with print and online publications. As to what new types of business pillars the company is building on top of its core media activities, Tibor Kovács explains that in addition to its classic media business, Ringier's global pillars include the digital classifieds business – also known as the marketplaces division – the development and sale of technology solutions relevant to the media, and, as a separate line of business, sports media and sports media-related services and technology developments. “Our Hungarian operations are also based on these same pillars, as in addition to well-known media brands that have been stable for decades, such as Blikk, Kiskegyed, Glamour magazine and other publications, the Ringier portfolio also includes the profession.hu job portal and the sportal.hu digital platform. Within the media business, we are naturally diversifying our offering and seeking new types of revenue streams that fit naturally and relevantly with media content. These are typically event-based, e-commerce and technological solutions, but we are also focusing on the introduction of subscription-based operating models,” he adds.
Competitiveness and knowledge sharing
In recent years, Ringier Hungary has also sought to be an active shaper of business partnerships that contribute to the development of competitiveness and knowledge sharing across industries. “Perhaps, the best example of this is the launch of the TECHXPO conference and festival in 2024, which we started with the intention of creating a tradition. Our goal was to lay the foundations for a series of events that not only shed light on trends from the perspective of a single profession, but also took into account many aspects of industry, media, education, industry, healthcare and public administration. I believe that as a media company, we are in an excellent position to play the role of mediator, connector and amplifier in such collaborations,” the CEO states.
Backed by the Swiss mother company Ringier's activities in Hungary are backed by a large international media company founded in Switzerland. Tibor Kovács is of the view that the
backing of such a company with a history of over 190 years not only means capital security, but also access to the latest technologies, international knowledge sharing and proven operating models. “Speaking of technology, over the past year or two, the rapid rise of artificial intelligence-based tools has made the advantages of our international background and size tangible. The knowledge, resources, and development potential present in the group can be converted into a competitive advantage.”
Use of AI with human supervision
The influx of artificial intelligence tools into the media is already a reality, and this trend is only expected to grow in the future. Regarding the principles Ringier uses when employing AI tools, how they assist journalists in their work and whether they could replace human workforce in the profession in the future, the CEO underlines that they use artificial intelligence tools in a responsible and transparent manner. “For us, AI is a system that supports journalists – and the entire media industry – by speeding up background research, taking some of the burden of repetitive, time-consuming background tasks off our shoulders, helping with content editing and enabling us to better serve the needs of our readers. One of our core principles is that AI-generated content always undergoes editorial review, and we clearly communicate to readers when they encounter content created with AI tools. We believe that the creative and value-adding elements of journalism are irreplaceable, and AI serves to support them. At the same time, it plays an important role in enabling us to share as efficiently as possible the journalistic products, news and results that have already been produced in one of our editorial offices, as it would be unnecessary to recreate them with additional resources.”
Responsibility, the essence of journalism
“In this context, regarding the issue referred to more and more frequently – ‘will there still be a need for journalists in the future?’ –, I believe that amid the abundance of content and information, the role of interpretation will become more important. Journalists are not only being asked to convey news, but also select, organize and interpret it – they bring a human perspective to the world of digital automation. While technology is capable of producing content, the essence of journalism is responsibility. I believe that this responsibility is particularly important for the functioning of a democratic society,” Tibor Kovács concludes.
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SWITZERLAND, WHERE INNOVATION IS A TRADITION
Regardless of the industry, a commitment to continuous innovation is always key to increase competitiveness. Production processes, manufacturing technologies, logistics systems, and the collection of products and waste for recycling are all areas where development must be continuous. A complex approach is essential for the effective integration of innovation, as a global company operates just like a Swiss watch: every detail counts and every component is necessary to keep things running.
The Cube
Beyond beautiful landscapes, when people think of Switzerland, they usually think of watches, chocolate and banks. Considering them together, we can see that what they all have in common is
their peerless quality, something which can only be achieved in a traditionally innovative environment where everything works. It is no coincidence then, that Philip Morris International's global research and development center, “the Cube,” is located there, next to its operational headquarters in Lausanne. Opened in Neuchâtel in 2009, the facility is more than an architectural masterpiece; it is the company's scientific research stronghold. In a decade and a half, the Cube has developed into a cutting-edge facility where scientists and engineers from various fields collaborate.
Cutting-edge laboratories
The site has been linked to the tobacco industry for 100 years, since 1925, while the company's
The tobacco industry has undergone a dynamic transformation in recent years, driven in part by science-based innovation and necessary mindset changes and investment. Through its operations and R&D activities in Switzerland, Philip Morris International has been devoting significant attention to product development and the effective adaptation of applied sciences.
presence in Neuchâtel dates back to 1963-1964. The decades that followed saw continuous investment at the Neuchâtel site, culminating in the design and construction of the Cube. Focusing on scientific endeavors, the state-of-the-art facility houses cutting-edge laboratories where hundreds of scientists, engineers, technicians, and support staff are engaged in comprehensive research and development activities.
Collaborative environment
Key research activities at the Cube range from analytical chemistry to toxicology, clinical study management and beyond. The collaborative environment within the institution encourages continuous discovery, reformulation and experimentation in new methodological and
scientific approaches. As a result of the scientific work carried out there, last year the facility published more than 500 publications, which are available to the public.
Pursuit of excellence
Switzerland is a place where innovation and tradition coexist in the heart of Europe, forming one of the cornerstones of the continent's competitiveness and a benchmark for the pursuit of excellence. As a stable economic partner with the EU and Hungary, the country plays a key role in knowledge-sharing and in expanding and strengthening European economic relations.
This media content was commissioned by Philip Morris Hungary Kft.
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The General Manager states that Novartis is proud to maintain its position as the number one company in the innovative pharmaceutical sector in Hungary. “This underscores our ability to provide timely access to groundbreaking treatments for serious and life-threatening conditions.”
The company’s portfolio has reached approximately 1.83 million patients in Hungary and includes innovative oncology, cardiology, immunology and neurology therapies that have advanced patient care. In addition, Novartis invests HUF billions annually in clinical research, and over the last decade, it has provided more than 10,000 Hungarian patients with access to cutting-edge treatments through its clinical trial programs, spanning a diverse range of therapeutic areas. “Beyond our products, we actively contribute to Hungary’s broader healthcare system by partnering with government bodies, academia, healthcare providers, and patient organizations to drive systemic improvements in care delivery,” she adds.
Innovation, the driving force
Guided by the principle of ‘reimagining medicine’, Novartis focuses on creating transformative therapies that address unmet medical needs and redefine patient care. As Colette Matz puts it, “innovation is the driving force behind everything we do.”
The company’s research spans many areas, including oncology, cardiovascular diseases, immunology and neuroscience as well as gene and cell therapies. They continue to invest significantly in biomarker research, real-world evidence generation and personalized medicine to tailor treatments to individual needs. “Over the next few years, we plan to launch more than a dozen new therapies globally. Hungary plays a strategic role in this process due to its strong academic institutions and advanced clinical research capabilities, which contribute to testing and refining treatments that ultimately benefit patients both locally and globally.”
To stay at the forefront of scientific innovation, Novartis is also increasingly integrating cutting-edge digital tools, including artificial intelligence (AI), into its research and development processes. “These technologies enhance our ability to expedite discovery, improve patient outcomes and develop even more precise therapies,” she points out.
Adopting advanced technologies
“At Novartis, digital innovation lies at the heart of our mission to transform medicine. Advanced tools such as artificial intelligence (AI) allow us to support healthcare providers and patients by enabling faster, more precise decision-making while maintaining strict data security and privacy standards,” the General Manager notes.
A prime example of this, she says, is their collaboration on the ‘Dr. BetMen’ platform, a digital solution that helps optimize patient pathways by streamlining care delivery. Novartis is committed to advancing its capabilities with targeted applications, such as improved breast cancer diagnostics and care, while responsibly enhancing its ability to create personalized healthcare plans. This innovative tool reflects the company’s dedication to driving meaningful improvements in care delivery.
Beyond digital tools like ‘Dr. BetMen’, Hungary’s robust health data infrastructure provides
LEADING WITH INNOVATION, ETHICS AND IMPACT
EXCLUSIVE INTERVIEW WITH NOVARTIS HUNGARY COUNTRY
PRESIDENT AND GENERAL MANAGER, COLETTE MATZ
Hungary’s leading innovative pharmaceutical company, Novartis has been present in this country since the early nineties. The head of the local subsidiary, Novartis Hungary Ltd., Colette Matz tells Diplomacy&Trade about the company’s activities on the Hungarian market with special regard to the company’s contribution to Hungarian healthcare.
transformative opportunities to accelerate clinical research and improve healthcare outcomes. “We actively engage with stakeholders on the policy and regulatory environment surrounding health data, aiming to ensure that innovation aligns with patient needs, safeguards data privacy and contributes to a sustainable healthcare system. By collaborating with government bodies, academia and healthcare providers, Novartis seeks to expand industrysponsored clinical research in Hungary, opening the
door to more innovative treatment options for Hungarian patients,” she adds.
Clear goals
Colette Matz took over at the helm of the company more than a year ago. “When I joined Novartis Hungary as Country President, I was excited to work with such a talented and accomplished team, especially considering Hungary's potential as a research and innovation
hub within the Novartis global network. My goals were clear from the start. First, I aimed to strengthen Hungary’s leadership in clinical research and innovation across the region. Second, I aimed to forge strong partnerships across sectors to address public health priorities. Third, I aimed to advance Novartis Hungary’s position as a leader in bringing innovative, life-saving treatments to Hungarian patients, ensuring continued excellence both medically and from a business perspective. Finally, I wanted to promote an empowering workplace culture where every employee could thrive creatively and purposefully.”
She mentions that over the past 15 months, she has been proud to see significant progress in these areas, whether through new healthcare collaborations, increased R&D investments, organizational growth or initiatives that boost company morale and engagement.
Swiss values
Novartis is one of the best-known Swiss companies in Hungary. As to the Swiss (business) values it represents, the General Manager stresses that Novartis embodies the values synonymous with Switzerland: precision, reliability and quality. “These values are complemented by our deep commitment to innovation, sustainability and ethical business practices. In Hungary, these principles are evident in our long-term strategic approach, transparent communication and trust-based partnerships. Whether we're introducing advanced treatments, strengthening educational programs for future medical and pharmaceutical professionals or investing in the development of our own teams, we focus on continuous improvement and creating meaningful, sustainable change. Internally, this means nurturing talent, fostering collaboration, and empowering employees to hone their skills and contribute to driving impactful healthcare solutions.”
Reimagining possibilities
The company’s social responsibility activities are tied to the fundamental issues it is involved in professionally. With respect to that, Collette Matz emphasizes that “at Novartis, Corporate Social Responsibility (CSR) is central to who we are. Our strategy rests on three pillars: improving access to healthcare, developing talent and education, and promoting environmental sustainability.” Recent initiatives include cardiovascular screening programs aimed at the early detection and prevention of heart-related illnesses, as well as awareness campaigns that support breast cancer patients by empowering their recovery journeys and reducing the risk of relapse. Supporting women’s health is a key priority for the company.
In the realm of education, Novartis collaborates with vocational colleges and sponsors competitions to nurture the knowledge and skills of the next generation of medical and pharmaceutical professionals. In terms of the environment, the company has implemented energy-saving initiatives, efficient waste management and sustainable supply chain collaborations to reduce its carbon footprint. The General Manager concludes as saying that “as we look to the future, Novartis Hungary remains steadfast in its commitment to driving transformative change – not just in healthcare, but also in how society embraces bold thinking, innovation and responsibility for better lives. Together, we’re not just shaping medicine; we’re reimagining possibilities.”
We are Ringier
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PIONEERING ACCESS FOR PATIENTS
SANDOZ WORKS GLOBALLY AND IN HUNGARY TO PROVIDE THE POPULATION WITH MORE AFFORDABLE MEDICINES
In Sandoz's 2024 annual report, Chief Executive Richard Saynor stated that it was "a year of consistent delivery, consolidating our promise as a standalone company." Commenting on that success, Matt Bell, Country Head Hungary, tells Diplomacy&Trade that the company has a rich history of ‘firsts’, like developing oral penicillin in 1951 or launching the world’s first biosimilar in 2006, which is still experiencing an expanding market. “2024 was our first year as an independent company. In terms of what that actually meant for Sandoz, that didn’t change our purpose: pioneering access for patients. But really, the first step was solidifying the Sandoz culture and finding our voice as a company. Obviously, there are many operational pieces that we also delivered upon in 2024 like the launch of three specific biosimilars, one of which is also available in Hungary. We have advanced the biosimilar development pipeline; right now, we have an industry leading 28 molecules. I don't think anyone else in the industry looks like that. We have further advanced our own in-house biosimilar development and manufacturing infrastructure. Previously we had relied on our parent company. Being independent, we have had to invest notable CAPEX to do many things ourselves; including building up our IT infrastructure. We have also had successes on the small molecule front, to note some, we have recently just launched two other generic prescription products in Hungary, altogether seven in the last two years.”
In the off-patent drugs market
The Sandoz strategy is to compete strictly in the field of more affordable and accessible off-patent drugs. As the Country Head explains, essentially, once the patent(s) has/have expired, competition is able to enter the market. “Following a period of time where one originator, who has generally invented the product, is the only company able to commercialize the given product for a period of generally ten years (depending on the patents landscape), we (as a generic and biosimilar company) come in and can compete in free competition. So, this is really our objective, bring more affordable medicines to
a larger population – that's really key for us.
Our company broadly challenges patents where we think we have a strong case to do so to, again, try to bring access to these specific medicines earlier for patients. We're also cooperating with regulators and legislators across different markets within Europe and elsewhere to shape policy and regulation to help patients get access to affordable medicines more quickly; ‘pioneering access for patients’, our clear purpose at Sandoz.”
Hungary is an important market
Regarding Sandoz Hungaria’s contribution to the global achievements of the mother company, Matt Bell notes that Sandoz is present in over 100 markets with roughly USD 10 billion in revenue globally. “Hungary is in the heart of Europe. Sandoz is a European company. Globally, we provide about 900 million patient treatments [1] in 2024, an outstanding number, and of that, 17 million in Hungary based on internal calculation, roughly 1.5% of what Sandoz provides globally. We also provided USD 19 billion in savings to the European and US healthcare systems[1] . Estimated contribution of USD 250 million hereto was delivered in Hungary; I feel that is a notable impact we have to global society.”
Solid ESG pillars
Nowadays, society increasingly expects ethical behavior from global health care companies especially. As to what sort of policy Sandoz has to conform to this expectation, the Country Head
points out two key elements. “The first is our very ethical corporate governance framework, and the second is our ESG (environmental, social and governance) approach, which consists of four pillars. (1) ‘Driving impact & access’ totally aligned with our purpose. Then, we have (2) ‘Championing sustainability’, which is in reference to climate, pollution, antimicrobial resistance (in reference to manufacturing, use and handling of antibiotics) and ensuring that we validate our suppliers correctly. We also ensure we are always (3) “Empowering our People”, fostering principles of diversity, equity and inclusion – we're very proud of that. The corporate culture at Sandoz is ‘the Sandoz Way’, defining the values and principles we follow on a day-to-day basis. Additionally, with our health and safety policy, we make sure that everyone goes home safely. We want to ensure everyone lives the culture within the company to support success. The fourth pillar is (4) ‘Governing with Integrity’ – that's really about the ethics, we want to ensure everyone does the right thing. We also ensure our product quality and safety meet the highest standards, and that all data privacy and security policies and laws are respected so that personal data is secure,” the Country Head emphasizes.
Giving back to society
Understandably, the company’s social responsibility activities are tied to the fundamental issues that Sandoz is involved in professionally. When talking about the guidelines of the CSR policy at Sandoz, Matt Bell finds it important to mention that “over the last five years, we have donated more than USD 45
Switzerland-based pharmaceutical company Sandoz came to be an independent company in October 2023. For 20 years prior to that, it was the generic businesses division of Novartis. Now, Sandoz is a major provider of generic pharmaceuticals and biosimilars globally with the focus on bringing high quality medicines early to patients at affordable cost.
The local subsidiary, Sandoz Hungaria Ltd., is part of the company’s Central Eastern European group.
million in products to NGOs and for relief of natural disasters in areas of need globally. We have established formal partnerships with two notable aid organizations for on-going initiatives. As for recent examples in Hungary, in the last two years we supported more than ten patient organizations and stakeholder groups within the country; that support comes through various donations, whether that be financial, patient materials, educational materials or even volunteering with our time – so, really just giving back to society. We have a very strong community within the office here that donates time to volunteer efforts. We have had examples like planting, and we will work with the Hungarian Food Bank to do a kind of cooking course, a little bit of an educational event for our employees as well: the food is provided, we prepare it and then, it's given to those in need. Our volunteering colleagues also made donations of tangible items in early May to new mothers that are in need of support. We have also done some fun creative recycling activities.
We are always willing to take ideas from the team as to how we can be more sustainable, be more environmentally savvy and give back to the community. In addition to that, the real purpose that we have at Sandoz and what I think really drives our people to get up in the morning and feel they are making a difference at work is that they know they are doing good for individuals, creating an impact on patients' lives every day, and driving and supporting health care across the world, and in Hungary."
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Stadler Trains Hungary
Ltd., a subsidiary of Stadler Rail Group, the Swiss manufacturer of railway rolling stock, celebrates its 20th anniversary this year as it was established on December 1, 2005, after winning the public procurement procedure for the purchase of 30+30 suburban trains from MÁV Hungarian Railways.
As Chairman Dr. Róbert Homolya describes to Diplomacy&Trade, Stadler is present in Hungary with a manufacturing plant, as well as a bogie revision competence center in Szolnok and a service facility in Pusztaszabolcs – both serving Hungarian and international clients.
Both Stadler Hungary and its parent company have undergone tremendous development in recent decades.
“Stadler's modern history began in the late 1980s and today, the company has more than 15,000 employees. In the last 20-30 years, it has become a global manufacturer, having established subsidiaries in over 20 countries. Two years ago, or so, Stadler overtook Siemens in the field of railway vehicle manufacturing and in the field of multiple unit trainsets where it is one of the world's leading manufacturers and it is a success story in Hungary too.
Stadler’s first location in Hungary was in Pusztaszabolcs. The company started to build it in 2006 with the aim that by the time the first Stadler trains arrived in the country in 2007, this place would be able to service the trains,” the Chairman explains. Then, in October 2007, it was decided that Stadler Trains Hungary Ltd. would establish an aluminum car body manufacturing plant in Szolnok, with an annual capacity of 200 such units.
Great responsibility, great pride Dr. Róbert Homolya adds that by 2016, MÁV already had 123 FLIRT electric multiple unit articulated trainsets, and this number rose to 143 in Hungary by 2019 with an order from the GYSEV regional service provider. In the meantime, 40 KISS double-decker multiple units and 12 CITY LINK tram
STADLER’S SUCCESS STORY IN HUNGARY
EVERY SECOND RAIL PASSENGER IN HUNGARY TRAVELS ON A STADLER TRAIN
trains (tram trains) have been added, and with the latest GYSEV order for 9+2 InterCity trains (FLIRT) will bring the number of Stadler vehicles in Hungary to over 200. “Now, on the 20th anniversary, we have reached the point where Stadler has almost 1,000 employees in Hungary and the Szolnok plant has the annual capacity to produce 750 carriages, and the big step forward is that Stadler has started to produce double-deck carriages here. So, it's a huge development. These relatively new multiple unit trainsets, used in suburban traffic, account for 30% of MÁV's mileage, and thanks to suburban transport, it is perhaps not too much to say that every second passenger in Hungary today travels on a Stadler train, which is great responsibility and a great pride for the company. If we look at the production side, the one in Szolnok has become the largest aluminum plant of its kind at Stadler, which is again a huge achievement it has grown into a competence center.”
Integral part of the Stadler network
Hungary plays an important role in Stadler Group's international activities.
“I mentioned that the Szolnok plant produces aluminum car bodies and once these car bodies are produced, depending on how the production was organized, they are shipped to Switzerland, Germany or Poland where the final assembly takes place.
Car bodies for the multiple unit trainsets destined for the United States. So, in that respect, Szolnok, has been able to become an integral part of the supply system,” the Chairman highlights. Szolnok is also home to one of Stadler's three Bogie Revision Competence Centers (BRCC), strategically located throughout Europe. It is linked to the service division, as is the plant in Pusztaszabolcs. First, as I mentioned, the latter was to service the first Stadler trains that arrived in Hungary but over the years, the activities of the maintenance base in Pusztaszabolcs grew into a whole division, which now brings together the service activities of the Stadler Group, he adds.
A FLIRTing success
Obviously, Stadler’s customers are the railway companies but the end users are the people who travel on these trains.
“In the last 20 years, basically, it has only been Stadler that has won a contract for the supply of FLIRT and KISS multiple unit trainsets in Hungary. We have a huge fleet running, near r 200 multiple units in service here. How a vehicle looks, what kind of seats it has, what sort of design it has, these are not decided by the manufacturer, but by the customer. While, obviously, these vehicles are parameterized by the customer, it is the manufacturer that then implements and delivers them. I think that these Stadler trains have
proven themselves over the years: there are 143 FLIRTs running in Hungary but Stadler has sold more than 2,700 units of this type so far worldwide. Their success is also shown in terms of the number of passengers transported or the number kilometers traveled. All this clearly proves that this was a well-conceived and marketable vehicle design – sustainable, well-serviceable, highly available vehicles. It was, to say the least, a product that also underpinned Stadler's success. As a result, the capacity of the Szolnok factory is being developed,” Dr. Róbert Homolya says, He stresses that the time has come for double-decker multiple units because more and more people want to travel by rail but the station infrastructure cannot be enlarged further, like making much longer platforms, it is only possible to go upwards as long as the overhead line allows this capacity to be increased. “In fact, in terms of Stadler sales, more and more double-decker units are included in tenders by the large rail operators, and we are winning more and more of these tenders. In Hungary, there are currently 40 such double-decker multiple units running, but in neighboring Austria, the ÖBB has signed a contract for 186 such units, which shows that there is a change in trend. Rail traffic itself and the demand from passengers present the need for more
and more trains, which is a good thing, but this must be adapted to and justified by the factories and the production capacities. This is why Szolnok is perhaps the winner.
Bright future for Stadler
Looking to the near future at this 20th anniversary, the Chairman hopes for better circumstances that they have had in the last 4-5 years. “After the new coronavirus pandemic there came the Russian-Ukrainian war, which, unfortunately, still rages on, and last year, Stadler was hit by natural disasters, like the flooding in Valencia, where we have a huge plant with a workforce of over 2,000 people. But there have also been floods in Switzerland, which have made it difficult to supply raw materials to production. The aluminum plant in Switzerland was completely flooded by mud and it took about a year to restore production there. However, looking at the brighter side at Stadler, the order book is at an all-time high, approaching CHF 29 billion. So, we are certainly looking ahead positively to the next four to five years but also expecting hard work in our factories. Of course, more tenders are announced all over the world, especially in Europe and in the United States, so, this order book will hopefully grow dynamically, alongside which we will have to keep increasing our production capacity,” Dr. Róbert Homolya concludes.
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EFFICIENCY, PRODUCTIVITY AND INCREASED COMPETITIVENESS
GIVAUDAN’S MAKÓ PLANT ACHIEVES NEW MILESTONES THROUGH CONTINUOUS IMPROVEMENT AND STRATEGIC INVESTMENTS
Givaudan, a global leader in flavors and fragrances, has significantly increased the production capacity at its Makó manufacturing site in southeast Hungary following HUF billions in investments. With the successful transfer of specialized technology from its Swiss facility, the Makó plant has emerged as a regional hub for special reaction-based technologies.
“Our company growth strategy includes a strong commitment to innovation, operational excellence and expanding our local presence. The establishment of the Makó factory as a greenfield investment in December 2012 marked a pivotal moment in our journey, creating a robust manufacturing facility designed to meet the evolving demands of our diverse customer base for the next 20-25 years,” Mihály Karkas, Head of Operations and Company Manager at the Makó plant, explains. He adds that over the years, the Makó facility has consistently demonstrated its commitment to high-quality production, exceptional customer service and competitive pricing. This dedication has facilitated ongoing capacity expansion investments over the past eight years, including the recent introduction of innovative vacuum drying technology, positioning the Makó plant as a center of excellence in powder technology manufacturing.
Growing production capabilities
Of the company’s more than 70 production units globally, Givaudan's Makó facility has evolved into the largest and most complex site within the Taste & Wellbeing division. “Our continuous growth has established the Makó factory as the center of powder mixture production in Europe,” Karkas notes. “As a result, our production volumes and workforce are steadily increasing, enabling us to serve our customers across Europe and beyond with enhanced efficiency.”
In the heart of Europe
Givaudan’s commitment to local and regional customer engagement is exemplified by the strategic location of the Makó plant in Central Europe. “Hungary’s central position allows us to efficiently reach markets from London to Moscow and from Stockholm to Istanbul,” Karkas emphasizes. “Being an EU member further
streamlines our logistics, ensuring timely delivery to our customers, near and far.”
Expanding local supplier base
The Makó plant prioritizes collaboration with local suppliers to enhance its supply chain. The Company Manager underscores the importance of aligning supplier performance with customer expectations.
“We invest in developing local suppliers who can meet our rigorous standards in terms of quantity, quality, and service,” he states. “Our sourcing strategy focuses on bulk components, such as sugar and dried vegetables, often supplied by smaller producers and distributors.”
Broad product portfolio
The Makó facility continues to expand its product offerings, demonstrating resilience even during challenging times like the COVID-19 pandemic and geopolitical tensions.
“Our diverse product portfolio and large network of delivery destinations allow us to adapt swiftly to market changes,” he remarks.“
Despite the challenges, we achieved doubledigit growth in 2021 and 2022. While sales in the affected regions declined due to the Russian-Ukrainian conflict, we saw significant growth in Northern and Western Europe, allowing us to maintain overall growth in 2023 and 2024.”
Commitment to workforce well-being
Givaudan recognizes that employee wellbeing is crucial for recruitment and retention.
“Creating a positive work environment is essential for fostering employee satisfaction and commitment,” Karkas explains.
“Our experience shows that when employees feel good at work, they feel good about the company and are happy to come to work. Our social responsibility initiatives, which include activities such as dental screenings for students and supporting local organizations and schools, play a vital role in our wellbeing programs. By creating a healthy working environment, we have cultivated a strong sense of loyalty among our team members, contributing to a positive retention rate over the past ten years."
Making strides through Lean transformation
The Makó plant has excelled in continuous improvement, achieving significant milestones in loss reduction, capacity enhancement, quality improvement, safety risk mitigation and cost competitiveness. “What began as a Lean transformation has evolved into a continuous improvement journey,” the Company Manager states. “Our daily commitment to improvement has led us to achieve the gold level in our Continuous Improvement and Maturity Assessment (CIMA), a Givaudan framework for evaluating Lean implementation. We are the sixth Givaudan unit to reach this prestigious milestone. This accomplishment reflects our dedication to efficiency, productivity, and competitiveness, placing us among an elite few in our industry.”
Givaudan’s Makó plant is not only a testament to the company’s strategic vision but also a model of resilience and excellence in manufacturing, poised for continued growth and success.
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FRUITFUL FUSION OF TWO CULTURAL WORLDS
SWISS CELLIST REACHES PEOPLE’S EMOTIONS BY BLENDING CLASSICAL AND MODERN MUSIC
Jodok Vuille – known by most people simply as JODOKCELLO – is a Swiss cellist with a passion for bridging the worlds of classical music and contemporary hits. Born and raised in Luzern, Switzerland, his journey with the cello began at a young age, and over the years, it has become his voice to connect with people around the globe. “Through my music, I strive to bring a fresh perspective to the cello, blending traditional techniques with modern sounds,” he says.
For JODOKCELLO, music is more than performance – it is about emotion, connection and inspiration. He says his work is often accompanied by breathtaking nature visuals, which reflect his love for storytelling and creating immersive experiences. This approach has helped him connect with millions of followers across various social media platforms.
Singing cello
According to experts, cello is the instrument that has its sound closest to the human voice. When asked whether he sometimes has the feeling that his instrument actually sings, JODOKCELLO tells Diplomacy&Trade that “yes, that's true, the sound of the cello is incredibly soft, warm and soothing.
The cello ensnares the senses of every listener and seduces the concert audience into an emotional, sensual world. Even as a small child, I was fascinated by the sound of the cello.”
Reaching people's emotions
He plays contemporary songs on a very classical instrument. That's certainly not an easy balance – but he is certain it works really well. “There is something elevated, cultivated and regal about classical music, but it is often too intellectual and academic for the average listener. However, if you combine classical music with simple commercial pop music or movie soundtrack, then you also reach people's emotions because it is a fruitful fusion of two cultural worlds. With this concept, I have inspired over 12 million followers
worldwide on my social media channels. That makes me incredibly happy.”
Performing with joy
The cello is a visually impressive instrument. Revealing a secret behind the scenes on how he mentally prepares for a performance in which his joy in performing is so visible to the audience, the Swiss cellist highlights that he often withdraws just before the concert. “I gather my energy, create a vacuum and then explode on stage. I also visualize my performance. I imagine the situation, sitting on stage in front of the audience, what the atmosphere is like, what it feels like emotionally, what it smells like, what the euphoria is like, etc. In this way, I radiate a winning response from myself in advance.”
Solo on stage or sharing it with others?
While usually playing his favorite instrument solo, JODOKCELLO has also worked with vocal groups such as Il Divo. In fact, he was a guest performer with the Il Volo trio at a Budapest concert last year. When it comes to the question whether his art is at its best when he performs solo or there is something magical that happens when he shares the stage with others, he confirms that he likes to be alone on stage and have the focus 100% on him.
“However, there is also something magical about performing with other musicians. Because in this scenario, you can create a high energy through the interaction on stage. So, both have their respective qualities.
SUSTAINABILITY, INNOVATION AND RESPONSIBILITY
NESTLÉ’S PRESENCE IN HUNGARY
Nestlé has been a key player in the global food industry for over 150 years and has actively shaped economic and social processes in Hungary for more than three decades. In an interview with Diplomacy&Trade, the CEO of Nestlé Hungary, Péter Noszek discusses the importance of the Szerencs solar park, net-zero emission targets, the expansion of the Bük factory, the influence of Swiss values and Nestlé’s corporate responsibility programs, including initiatives focused on children’s nutritional education and youth employment support.
Nestlé has been present in the food industry for over 150 years and in Hungary for more than three decades. One of the most recent developments is the opening of a new solar park at the Nestlé factory in Szerencs, NE Hungary this May, representing a EUR 1.8 million investment.
A strategic response
As to what this means for the factory and the environment, Péter Noszek highlights that “the inauguration of the solar park in Szerencs is a prime example of how our business operations intertwine with our commitment to sustainability. This EUR 1.8 million investment is not just an energy upgrade but also a strategic response to global environmental challenges. The solar park generates 1.5 gigawatt-hours of electricity annually, covering nearly 30% of the Szerencs factory’s energy needs. In addition to enhancing the energy security of our operations, it enables the central grid to supply more green energy to other industrial and residential users.”
Systemic transformation
Continuing on this subject, he notes that Nestlé has recently been in the spotlight with sustainability projects and its net zero action plan and significant investments in recycled packaging. Speaking of the main principles of the company’s
environmental policy, the Nestlé Hungary CEO underlines that “our sustainability strategy is anchored in our goal to achieve net-zero greenhouse gas emissions by 2050. In order to achieve this, we plan to reduce our carbon emissions by at least 50% by 2030. This is more than just a corporate objective, it represents a systemic transformation that affects every aspect of our value chain.”
For instance, Nestlé collaborates with agricultural suppliers to replace intensive farming practices with regenerative agricultural methods. These practices improve soil health, increase carbon sequestration and reduce greenhouse gas emissions.
In Hungary, Nestlé’s Purina business finances the LENs program in Western Transdanubia to support farmers with transitioning to regenerative practices.
Péter Noszek adds that “on the manufacturing side, we are committed to using 100% renewable electricity in all our production facilities globally by 2025. Nestlé in Hungary is already leading the way, as we have relied exclusively on renewable electricity since 2017.
Another key goal is that 95% of our packaging will be designed for recycling by 2025. Currently, we exceed 86% globally, and in Hungary, the packaging we use in our Diósgyőr and Szerencs plants are all designed for recycling – meaning they are
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recyclable when the appropriate selective collection, sorting and recycling infrastructure is available.”
A responsible partner in Hungarian society Companies contribute to improving the quality of life in communities through their corporate social responsibility programs. Péter Noszek stresses that “for Nestlé, corporate social responsibility is not a campaign but a long-term presence and commitment. We believe in Creating Shared Value, which means a company can only be
successful if it generates value not just for its shareholders but also for society and the communities where it operates.”
One of the focus areas is education related to healthy nutrition and sustainability. Through the ‘Nestlé for Healthier Kids’ initiative, including the company’s Hungarian ‘Etesd az Eszed’ [Feed your Brain] campaign, schoolchildren are taught about the basics of a healthy lifestyle in a playful and interactive way. This program has been nationwide since 2018.
“Another important initiative is the
‘Nestlé Needs YOUth’ program, where we aim to provide career opportunities for 10 million young people worldwide by 2030. In Hungary, we collaborate with the Hungarian University of Agricultural and Life Sciences and offer dual vocational training and internship programs in our Bük and Szerencs factories.
These activities reflect not only our commitment to corporate social responsibility but also our desire to be a deeply integrated, long-term partner in Hungarian society,” the CEO concludes.
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PROMOTING A HEALTH-CONSCIOUS APPROACH
EISBERG
HUNGARY LAUNCHED
A NEW IMAGE ON THE MARKET THIS YEAR
The vegetable processing firm Eisberg Hungary, located in Gyál, just southeast of Budapest, is renowned for great working culture, inclusion and innovation. The company, part of the Swiss Bell Food Group, has been maintaining its market leader position for over three decades. A year ago, Eisberg Hungary saw a change in top management as Zoltán Gazsi, who had led the company for nearly two decades and whose name had become synonymous with Eisberg in Hungary, passed the baton to a new Managing Director, Gyula Pál who now tells Diplomacy&Trade about the legacy his predecessor left behind as well as about excellent relations with suppliers and the company’s award-winning healthy solutions.
“I am very proud to have had Zoltán as my mentor – I learned a great deal from him. During the years we spent together, we also developed a strong friendship. I can honestly say that Zoltán left behind an exceptional legacy. He laid the foundations for a corporate culture based on honest communication and a people-centered approach – these core values continue to guide all of our decisions to this day. Together with management, we continue to build on these values today. In the long run, this is perhaps the most lasting thing: not a structure, not a project, but a way of thinking that we can carry on and develop,” Gyula Pál highlights.
Culture of debate, mutual respect
The Managing Director adds that “we think alike in many ways, but we are also very different – and this could often be seen, especially when it came to business decisions. As Zoltán put it: he likes to play, I like to win. I am proud that we were able to develop a culture of debate in which we could both express our opinions and find better solutions together. It was never the actual subject of the debate that was important but rather the quality of the debate. We were able to clash while maintaining mutual respect. I think this also helped the team to see completely different points of view in a different light.”
Helping the Eisberg team
Gyula Pál, himself has been with the company for a very long time, twenty years. As to what plans and ideas he took over the management duties with in June last year, he stresses that his most important goal was to help his team overcome the serious challenges that arise in the course of their work, whether organizational, operational or human in nature, and to maintain a livable, people-centered workplace where colleagues can truly fulfill their roles. “At the same time, we set ourselves the longer-term goal of becoming the market leader in salads in the region. Eisberg is a brand that is
synonymous in the minds of consumers with freshness, reliability and the everyday quality they now take for granted – because they know they can count on us.”
Symbiosis with suppliers
Gyula Pál was responsible for procurement at the company for many years. Regarding the relationship he managed to establish with suppliers in this industry where food safety is one of the primary considerations, he emphasizes that “in this sector, food safety is not an option – it is the foundation on which everything else is built. At the same time, our relationship with our suppliers goes beyond technical requirements. It is a symbiosis where it is important for both parties to be successful. I myself started out in farming, so I have a real understanding of our partners. I have visited and audited countless farms and everywhere I went, I sought to share knowledge – these personal relationships continue to contribute to a stable, reliable procurement network to this day.”
New image
The company started 2025 with with a whole rebranding and even more conveniently accessible salads. With regards to what this means in practice, the Managing Director explains that “for us, the start of 2025 was about an important change. We launched a new image on the market, which not only gave the brand a fresher look, but also made it clear what we stand for: health consciousness, reliability and easily accessible quality.”
This year's focus is on Eisberg’s Salad Bowls product family, which entered the market with great momentum in 2024. These bowls are not just salads, but complete meals in which, for example, chicken, tuna, eggs, pasta or cheese complement the fresh salad mixes. “We have put together the proportions so that one bowl can truly replace lunch or even dinner. Our goal is to have these products appear in the meals of as many consumers as possible,” he adds.
Award-winning healthy solutions
Continuous innovation is important in business, which, in the life of Eisberg, means coming up with new types of products. According to the latest news, the Nutritious Salad Bowls product line has won the Inno d'Or – Innovation of the Year 2025 award in the food category. As for the latter recognition, Gyula Pál says this award means much more to them than just a nice logo – it shows a thoughtful development that responds to everyday reality can also be innovation. These Salad Bowls are not classic salads, but complete main courses in which fresh vegetables, protein sources (meat, fish, eggs, cheese) and grains form a harmonious, tasty whole.”
The entire product range is offering a genuine, balanced nutritional solution whether for a quick lunch at the office or a fast but high-quality dinner at home. Ready to eat. Anywhere. Anytime.
“And what is behind it? A simple realization that consumers are looking for fast, healthy and varied solutions that do not compromise on taste or quality. Our goal is simple: to offer reliable, high-quality products that truly help in everyday situations,” he points out.
Comprehensive corporate health program
In addition to successful management, one of the company's goals is to promote a healthy lifestyle. As the Managing Director puts it, “it's not just the product that matters, but also the attitude. Every year, we offer our fresh products to visitors at our stands at numerous events, including sporting ones. At the same time, we also place great emphasis on the health of our employees. Two years ago, we launched a comprehensive health program in which we provided personalized support to our employees with the help of dietitians, personal trainers and physical therapists, among others. Based on feedback, many have not only achieved results but also changed their long-term outlook. Every day is a company Health Day for us, simply because of the nature of our products. We want other companies to adopt a healthconscious approach, which is why we launched our ‘Salad Bowls for Company Health Days’ service. This allows us to offer fresh, varied salad bowls at company events, whether they are small internal events or ones with hundreds of participants.”
photo by DÁVID HARANGOZÓ
Ready to eat. Anywhere. Anytime.
swiss focus
RELIABLE LONGTERM PARTNER IN CAR TRADE
EMIL FREY GROUP, A MOBILITY BUSINESS WITH SWISS VALUES
Emil Frey Group Hungary, the Hungarian subsidiary of Swiss-based Emil Frey AG, began operating in Budapest in 1993. Its Country Director, György Balkányi and Emil Frey Hungary Retail Managing Director, Andrea Pethő outline to Diplomacy&Trade how the company has developed over more than three decades, from initially dealing in Toyota retail sales to now importing ten new car brands, among other activities like the sale and servicing of quality motor vehicles.
Highlighting the most important chapters in company history, Andrea Pethő notes that “in 1997, four years after opening our first Toyota dealership, the Emil Frey Group became the importer of Subaru in Hungary, followed by Mitsubishi in 2005. In 2006, we took possession of the brand-new building complex currently used by Toyota, a place that meets the highest standards in terms of both technology and appearance. In 2013, we expanded with another brand, as the Emil Frey Group began selling and servicing Mazda cars in Hungary.”
György Balkányi adds that “the next milestone was the acquisition of the import rights for the renowned Citroën and Peugeot brands in 2016, when the huge M5 Center showroom and service center located next to the M5 motorway also became the property of the Emil Frey Group. The exclusive DS dealership also opened there in 2019 when our group acquired the import rights for the French premium brand. In 2022, more big-name Stellantis brands were added to the Emil Frey Group's portfolio, bringing the number of brands we distributed to nine and the number of brands sold in retail to 11.”
He explains that Emil Frey AG is a familyowned Swiss corporation that has been serving its customers conscientiously for over 100 years. Founded in 1924 by Emil Frey,
the company has grown from a modest car dealership into one of Europe's largest automotive groups, demonstrating its flexibility and adaptability. Representing a number of well-known car brands, Emil Frey AG has become a major player in the new and used vehicle markets, as well as in financing and customer service. “The Emil Frey Group in Hungary is a proud member of the Swiss-based Emil Frey AG group of companies. We represent major and renowned European, American, Japanese and Chinese brands such as Abarth, Alfa Romeo, Citroën, DS, Fiat, Fiat Professional, Jeep, Leapmotor, Mitsubishi, Peugeot and Subaru. As an importer of now ten global brands, we have a solution for every customer need, from small cars to SUVs, premium vehicles and vans. We sell around 100 different models and their body and engine variants to private customers, small businesses and multinational companies alike.”
Personal relationship with customers
The company's organizational structure allows it to establish the most personal relationship possible with its customers. As to what that means in practice, Andrea Pethő first quotes the company's founder, Emil Frey, who wrote in 1935 that "our business philosophy is based on selling only quality goods and services to our customers at favorable prices, (...) and our customers can be sure that they are getting the right service for their money.” Although the world has changed a lot since 1935, these goals remain unchanged to this day, she says. She stresses that “our primary goal is to be there for our customers in the long term with products that offer excellent value for money and, above all, excellent service. The quality and reliability of the brands we distribute, as well as the technology and design of the models, guarantee that our customers will find a reliable long-term partner. Our showrooms and service centers provide a highly qualified technical background that makes driving truly enjoyable and carefree.”
Leapmotor introduced in Hungary
The latest brand distributed by the company (from this June) is Leapmotor. “Following the Swiss market, Emil Frey AG has become the official importer of Leapmotor, the successful and innovative Chinese electric and REEV (Range Extended Electric Vehicle) vehicle brand, in Hungary and several other countries in the Central European region, including Slovakia, Slovenia, Croatia and the Czech Republic. The strategic partnership between the Emil Frey Group and Leapmotor opens an exciting new chapter in sustainable mobility in Hungary, offering innovative, affordable electric and REEV vehicles. Over the past year, Leapmotor has made significant progress in the European market with the introduction of its T03 and C10 electric and REEV models. These models stand out from other Chinese electric and REEV cars on the European market not only for their competitive pricing, but also for their rich features and advanced technology, so we are confident that they will also win the trust of Hungarian buyers,” György Balkányi points out. Leapmotor features models equipped with cutting-edge electric technologies, outstanding efficiency and safety, and a range of intelligent solutions. The C10 SUV is the first Leapmotor model designed for global sales, in accordance with international safety and design standards. This model is the perfect choice for those who are looking to switch to an electric car and want a true family vehicle. The Stellantis commercial network provides reassuring assistance and other services to customers, ensuring that the C10 provides affordable mobility for the whole family. Leapmotor's new D-SUV model has everything you would expect from a modern family car today: outstanding safety in its class, an intelligent user experience and premium comfort. The C10 is built on the LEAP 3.0 platform developed by Leapmotor, which features the best of intelligent electric technologies –a centrally integrated electronic system, Cell-to-Chassis (CTC) design and the brand's pride and joy, the intelligent cockpit.
The Leapmotor C10 model is also available in a range-extended electric vehicle (REEV) version. This technology combines the advantages of electric vehicles and traditional gasoline-powered cars, offering a hybrid solution that meets a wide range of consumer needs. The Leapmotor C10 REEV is equipped with a 158 kW (215 hp) electric motor and a 1.5-liter internal combustion generator. The total combined range exceeds 970 km. The T03 is also guaranteed to attract attention. Overall, the T03 is an attractive alternative for customers looking for a city car, as its small size allows it to navigate heavy traffic with ease, while offering a modern electric drive at a truly competitive price, György Balkányi summarizes.
A corporate partner
He emphasizes that the Emil Frey Group is also a mobility partner for businesses, for whom customer satisfaction is paramount. “The Emil Frey Group has more than a hundred brand dealers and brand service partners working nationwide to ensure that customers who choose the global brands we represent receive the highest possible level of service in line with our founder's philosophy, and that we can provide continuous support throughout the entire life cycle of the vehicles. No matter where a company operates, you are sure to find a dealership or service center representing a brand distributed by Emil Frey nearby. Our knowledgeable sales team helps our partners find the optimal solution to meet their mobility needs. Customized financing options, service and maintenance contracts, and brand-specific comprehensive insurance options round out our group's fleet offerings. We are dynamically developing our fleet services to simplify vehicle procurement for companies and, through our partners, provide multi-brand, comprehensive product support to ensure the mobility that is essential for businesses.”
photo by DÁVID HARANGOZÓ
NOT JUST WATCHES –AN EXPERIENCE
SYRIAN-SWISS BUSINESSMAN OPTIMISTIC ABOUT THE FUTURE OF LUXURY MARKET IN HUNGARY
Bassam Abou Watfa’s family business was started by his father in Syria in 1960, representing many of the big Swiss watch brands like Patek Philippe, Rolex, Audemars Piguet or Cartier. In 1983, he went to study in Switzerland where he completed secondary school and then graduated from university. “As you know, Switzerland is known for watches, chocolate and banks. I like chocolate but businesswise, I opted for watches, taking advantage of having very good relations with one of the companies in this field. I used to go there sometimes for training during my university studies. Then in 1992, I finished the university and went back to Syria where I further developed our family business. As a result, we had like 12 shops for luxury items in Syria and the venture was doing really well till the start of a civil war in the country in 2011,” he said.
The Hungarian connection It was in the meantime, in 2007, that he was travelling from Damascus to Geneva with a stopover in Budapest. “It was then that my love for Hungary started. The general manager of the Four Seasons hotel here proposed that I should open a boutique inside that hotel. So, we opened a small boutique there resulting in me regularly coming back to this city,” he recalled. With the conflict starting in Syria in 2011, he had to find an alternative to continue the business. “The following year, I bought a boutique here and named it Marquise, which was a name that we had in Damascus and that is why it was important for me to keep it. In addition, it was also a little bit of a European name. We began to work with our old suppliers who had not present in Hungary until that time. Brands we are working with at Marquise today include Marli, Messika, Chopard, Akillis, Bvlgari, Jeager-LeCoultre, Piaget, Cvstos, Djula, Ulysee Nardin and Hublot. In 2012, we developed and opened this Hublot boutique. The Hungarian market has seen a progress since then – it is more and more people coming to us. In fact, there are now more local than international clients visiting, which is a very good thing for the Hungarian market, being a good sign and a big potential for the future. So, this is how we started our business activities in Hungary. In 2014, I moved with my family to Hungary to work and we opened another boutique here. In 2022, after modernization and image refresh, we re-opened this mono-brand Hublot boutique, which is run by Montres Prestige Ltd., here at Andrássy Avenue, which has now been a UNESCO World Heritage Site for over two decades. We consider the Hungarian market very good and honest, we see it as a prospering market. It developed slowly as people came to love this brand of high-end craftsmanship. We are lucky not to have so many mono-brand competitors, and thus, I believe that Hublot is between the top three Swiss brands in Hungary,” the businessman pointed out.
Hublot is like family
In 2008, LVMH group acquired Hublot. Prior to the acquisition, Hublot was a relatively small brand, but it quickly rose to international prominence and
swiss focus
Syrian-born entrepreneur Bassam Abou Watfa, with a background of business education in Switzerland (Geneva, Lausanne), is the representative of several high-end Swiss brands in Hungary. He talked to Diplomacy&Trade in the elegant Hublot Boutique in Budapest about his career from his family business in Syria to ventures in Budapest.
became recognized among the world's top luxury watchmakers. Since then, the brand has experienced remarkable growth. Julien Tornare, the current CEO, has been dedicated to expanding Hublot's global presence and influence. Under his leadership, the brand continues to grow significantly in both popularity and market stature. At the opening of the Hublot Boutique in Budapest 13 years ago, Hublot Chairman Jean-Claude Biver, said they wanted to present "the know-how of Swiss watchmaking art, expressed through our watch collections." As to what this art represents to him and how that is conveyed to his clients, Bassam Abou Watfa remarked that he has a historical relationship with Jean-Claude Biver. “He was a real gentleman who I think, in the last 50 years, was one of the three greatest
businessmen in the world of luxury watches. I was lucky to experience Hublot’s growth. For me, Hublot is like a family. I represent this brand not only in Hungary but also in the Middle East, in Jordan, where I also have a mono-brand boutique. Earlier, I had a distribution venture for three other countries in Middle East: Iraq, Lebanon and Jordan.”
He voiced his opinion that Chairman Jean-Claude Biver, the former CEO Ricardo Guadalupe and the current CEO Julien Tornare created the art of fusion at the company. In its 'Art of Fusion', Hublot carries out a perfect symbiosis between functionality, architecture and design. Hublot is the first brand to have dared to combine gold and rubber in the same watch, becoming a master of the ‘Art of Fusion’: the fusion of past and present in a futuristic watch; the fusion of traditional, modern and pioneering materials; the fusion between the craftsmanship of watchmaking and the power of an innovative design identity.
Not just a watch, an experience
Bassam Abou Watfa operates several stores in Budapest, representing other major Swiss brands in Hungary, in addition to Hublot. “We have Zenith, Marli, Bvlgari and others. The latest news is that we are venturing into fashion. We are going to open a mono-brand boutique for the Italian brand Missoni here on Andrássy Avenue. We have already a pop-up store and we're going to open a proper representation by Missoni, a high-end brand for ladies and sporty clothes, in early 2026.”
It is an important Swiss value to provide not just a product, but an experience. Explaining how that works in connection with his ventures, the businessman brought up the example of buying
a watch. “It's like marriage, it is for long term, so, it's very important that when you buy a watch, you have all that quality right from the day you come into the boutique to buy it all the way until you keep it. We provide a service that covers instances when you may have a problem with that watch, an entire after-sale service, we provide also events, provide everything, all the experience for that.”
Optimism on the Hungarian market
“Today, we are very happy in Hungary. You know, this is a great country where we can see development, we can see things are going in a positive way. We need more and more luxury brands to come to Hungary. As I mentioned, we are a part of the LVMH Group, which is a great company that has many other brands in fashion and in watches and wine and all that. And I think there is a great potential in the next few years for Hungary and we see more tourists coming. We see more and more people with a desire for luxury. Even if their number went down a bit in the last few years, I'm still optimistic for the future in this country,” Bassam Abou Watfa concluded.
swiss focus
SWISS TRACES IN BUDAPEST
DISCOVERING SWISS FOOTPRINTS IN THE HUNGARIAN CAPITAL
The Embassy of Switzerland in Budapest, in cooperation with the Budapest City Administration, Swisscham Hungary, Budapest Global Association and other partners, has launched the "Switzerland in Budapest 2025" program. This project aims to highlight the deep historical, cultural, and economic ties between Switzerland and Hungary by showcasing the many Swiss traces that can be discovered in Budapest. The latest in the series of programs that include various cultural events was the opening of the poster exhibition ‘Swiss Traces in Budapest’ by the Swiss Ambassador to Hungary, Jean-François Paroz and Budapest Mayor Gergely Karácsony in the park in front of the City Hall this May.
In his speech, Ambassador Paroz thanked the municipality “for the valuable cooperation without which this exhibition would not have been possible. A special word of thanks also goes to the Swisscham for incorporating this event in the ‘Swiss Footsteps in Budapest’ series of events and to Vincent Baumgartner for taking these fantastic photographs that document the historic, cultural, and economic traces of Switzerland in Budapest.”
He highlighted that the materials on display show just how closely intertwined Switzerland and Budapest
have been for centuries. “Already in the 19th century, Swiss citizens such as Emile Gerbeaud, Abraham Ganz, Henrik Haggenmacher and Roger Ray came to Hungary in search of a better future and new opportunities. Many of them made a lasting impact on local communities and the economy.”
He also noted that “later, especially during the horrors of the Second World War, the direction of movement reversed: many Hungarians fled or tried to flee to Switzerland in search of refuge. In 1956, following the brutal suppression of the revolution against Soviet rule, Switzerland welcomed over 12,000
Hungarian refugees. The exhibition also commemorates Jean-Pierre Pedrazzini, the Swiss journalist who died from injuries sustained during the uprising.”
A laboratory of pluralistic democracy
Speaking of the present, he stated that “we appreciate Budapest as a laboratory of pluralistic democracy. Here, in the City Council, debates are lively, and decision-making is often complex - clear signs of democratic engagement.
Budapest exemplifies a modern, diverse, and welcoming society. If you open our interactive map of Swiss traces in Budapest, you'll learn more about companies such as Arioso, Alpiq Csepel, Stadler and Ungaro Swiss, which have their headquarters or shops in this city.”
The Ambassador quoted the President of Swisscham, István Béres who once pointed out the following scenario that
illustrates Switzerland's presence in Budapest quite nicely: “On a typical working day, Hungarians commuting to work in Budapest might be travelling on a Stadler Rail, sipping a Nespresso coffee and reading Blikk, a newspaper published by the Swiss media company Ringier. They might pass through Kálvin Square or drive along Carl Lutz Quay in Pest or along Friedrich Born Quay in Buda, both named in honor of Swiss citizens recognized by Yad Vashem as ‘Righteous Among the Nations’. After work, they might buy flowers from the Swiss florist Arioso, pick up a pastry from the Swiss-founded Café Gerbeaud, or chocolate from a Lindt shop to take home as a token of appreciation for their loved ones. When they feel unwell, they might take one of the latest medications from the Swiss pharmaceutical companies Roche, Novartis, or Sandoz in order to recover quickly. On their
Sunday stroll, Budapesters might enjoy crossing the famous Chain Bridge, an icon of Budapest's architecture which was built using steel produced by Abraham Ganz, a Swiss-born iron manufacturer and industrialist.”
Many layers of history In his address the public that gathered for the opening of the poster exhibition Budapest Mayor Gergely Karácsony pointed out that “we are honored to have been the partners who could make this exhibition happen.” He also spoke highly of the past and present relations between the Hungarian capital and Switzerland. He shared some thoughts with Diplomacy&Trade as well about the event. He stated that “Budapest owes a lot to the cooperation between Switzerland and Hungary. The capital's most beautiful historical periods are marked by people who came from Switzerland, be it the Café Gerbeaud, the Ganz factory or the Swiss diplomats who rescued Hungarian citizens during the Holocaust. Economic relations are still very active today, because very important Swiss companies contribute to the economic performance of Budapest and Hungary. I think it's surprising to everyone how many traces there are in the city that are worth looking at and exploring, and realizing how many layers of history there are here with us in Budapest today.”
business
SOPRON BREWERY
130 YEARS OLD
NORTHWESTERN HUNGARIAN TOWN UNDER THE SPELL OF MALT AND HOPS SINCE 1895
The Sopron Brewery and the town of Sopron, the ‘town of loyalty’, have been shaping and enriching each other's history since 1895. Sopron contributes to this long-lasting cooperation by dedicatedly cultivating beer culture, while the brewery contributes as an employer committed to local values and a supporter of the city's cultural and sporting life. To mark this notable anniversary, a series of events bearing the title ‘Sopron, Beer Capital’ pays tribute to the 130-year-old alliance.
Sopron is known to be the ‘most loyal town' as its residents and those in the surrounding area declared in a referendum, held on December 14, 1921, that they wanted to remain citizens of Hungary rather than belonging to Austria.
The town’s brewery, itself has had an eventful and fascinating history. It was exposed to countless economic and political influences during the two world wars before embarking on the path of sustainable development as part of the HEINEKEN family.
The world-famous brewery of the ‘most loyal town' has had its share of successes and failures – even its launch was frowned upon by winegrowers who feared for their own wine sales. It has been a winding road since then to 2025, the 130th anniversary of the brewery, which now boasts the most modern and innovative technologies and products.
Giving rise to new values
When Gyula Lenck started his brewery in Sopron in March 1895, perhaps even the founders did not realize what far-reaching changes they were initiating in Hungarian beer culture. Today, 130 years later, it is clear that they created a tradition
of quality brewing, where traditional values, innovation and increasingly sustainable solutions are constantly giving rise to new values. The growth is impressive in terms of numbers: today, as much beer is produced in four days as was produced in an entire year in the early years.
Hungary’s beer capital
It is no exaggeration to call Sopron the beer capital of Hungary on the occasion of its 130th anniversary this year: in addition to being a major employer in the region and playing an important role in the Hungarian economy and foreign trade, the Sopron Brewery is also an outstanding partner for domestic farmers. The founders' legacy, which lives on today an integral part of the legacy carried on by HEINEKEN Hungária, is the use of domestic raw materials: the company uses 100% Hungarian barley in its Soproni beers and pays special attention to the revival and flourishing of Hungarian hop cultivation within the framework of a strategic cooperation launched with the Hungarian Interchurch Aid.
Responsible member of the community
As the CEO of HEINEKEN Hungária Plc., Nikos Zois, highlights, "we have always considered it
important to carry out our work responsibly in the community where we operate. In line with this, we support the local economy and suppliers in a number of ways, while offering stable and varied career opportunities to people living in the region. We maintain close ties with local educational institutions and actively contribute to the cultural and sporting life of Sopron as well. In addition to local communities, we also support other events, including festivals and sporting events that provide community experiences at the national level, thereby strengthening the sense of belonging in all the communities where we are present."
Industry model in sustainability
The Sopron Brewery has already achieved outstanding results in the area of sustainability, but maintaining its leading role remains a goal for the future: just as HEINEKEN Hungária was the first to withdraw PET bottles from circulation in 2021, Sopron Brewery, as an industry model, aims to reduce greenhouse gas emissions in its own production chain to zero by 2030 as part of its owner HEINEKEN's Net Zero program, and to achieve carbon neutrality in its entire supply chain by 2040.
Support for the cultivation of beer industry raw materials
Speaking at the anniversary, the Hungarian Minister of Agriculture, Dr. István Nagy, emphasized that "Hungarian agriculture is allied with the domestic food industry and their success goes hand in hand, supported by domestic raw material production. In making agriculture more versatile and resilient, we also attach great importance to the revival of sectors that previously functioned well. These include hop cultivation, which has a long history, but we are also paying close attention to the cultivation of barley of the right quality, another key element in the supply of raw materials for the beer industry."
More than just a factory
Sopron Mayor Dr. Ciprián Farkas, expressed his appreciation to HEINEKEN Hungary and the Sopron Brewery, “not only for their persistent and exemplary work leading up to this anniversary, but also because the name of the brewery has been closely linked to the name of our town for generations. The word 'Soproni' [‘that of Sopron’] not only refers to a popular brand, but also to our shared values: loyalty, pride and commitment to the community. The Sopron Brewery is more than just a factory: it is an integral part of the city's history, economy, and cultural life."
Welcoming visitors
The title of beer capital goes beyond words: this year, the brewery will open its doors to visitors and invite those who want to learn about the rich brewing traditions of the city of loyalty to take part in unique beer culture sightseeing tours. Those interested in gastronomy can sample Soproni beer pairings at the Perkovátz House, Deák Restaurant and Gyógygödör Beer Hall until the end of summer.
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HEINEKEN
gastronomy
THE ESSENCE OF TRUE HOSPITALITY
WOLFGANG AND BYRON PUCK ON THE IMPORTANCE OF THE GUEST EXPERIENCE
Star chef – and ‘chef of the stars’ – Wolfgang Puck opened his Hungarian Spago restaurant on the ground floor and terrace of Matild Palace in Budapest four years ago. The anniversary was celebrated with a very special Culinary Retrospective event, where the star chef himself cooked, having brought his team from LA. With him was in the Hungarian capital his son, Byron who is very much in the gastronomic footsteps of his father, discussing their vast experience in the world of gastronomy.
Looking back over the four-year existence of his Spago restaurant here, Wolfgang Puck tells Diplomacy&Trade that it feels like making wine. “You make a new wine, oh, it's exciting, it's very good, but when the wine matures, it gets better. I think, it's a little bit the same with the restaurants. When we get the maturity of the restaurant, it is an important step because we think at the beginning it's like a love story. You meet somebody, you're infatuated, everything is new. But it actually gets better over time. And I think Spago in Budapest has gotten better. The service has gotten better. I think each one in the kitchen has become a better leader. The place has a great team and everything. So, I think I'm very happy to see the progress we have.”
Simply the best
Of course, Spago Budapest is just one of several Spago restaurants worldwide, offering ‘California cuisine’ outside California as well.
As for the ‘Wolfgang Puck philosophy’ behind the culinary offerings (and the success) at these restaurants, the chef says it is really simple. “I always tell people only the best is good enough. So, we buy the best ingredients and hopefully, we hire the best people to do the job and hopefully, we make our employees happy and they make the guests happy because we cannot do everything ourselves. So, we have a lot of people working with us – quite a few of them for many, many years. And that's what makes really the difference. It's not the building, it's not just the facility, it's really about the people.”
Not living for awards
Wolfgang Puck is known as a celebrity chef welcoming celebrities at events like the Academy Awards ceremony, for instance, and is chef to America’s most famous celebrities. His empire now encompasses a couple of dozen fine-dining restaurants (many of them in luxury hotels) worldwide and he became only the
second chef in history to be awarded a star on the Hollywood Walk of Fame. The latest big recognition is the ‘Grand Decoration of Honor in Silver for Services to the Republic of Austria’ awarded to him by the Austrian Federal Chancellor, Christian Stocker. As to what responsibilities this celebrity status carries, he notes that “it's nice in a way to get recognized or get some awards or whatever but I don't live for that. Am I going to think about it for a long time after? Probably not because I don't live in the past. I like to live in the present time really and for the future. So, to me, it's great to get recognition, but at the end of the day, what's today and tomorrow are more important.”
No other life but gastronomy
Obviously, Byron Puck didn't really have to go far to experience the world of gastronomy. Highlighting what made him to choose this profession in the footsteps of his father, he says that he started very young “as my dad put me to work at Spago in Beverly Hills when I was about 12 years old, really just to learn about work ethic more than anything. He never pushed me into the industry by any means. Actually, originally, I wanted to be an artist. My parents used to take me to museums as a kid and I was really enamored with painters. However, I very quickly learned that I'm terrible at painting. At the same time, when I started working in the kitchen, I started feeling the energy of the kitchen. I think a couple of the chefs watching me wash dishes all day long felt a little bad and they pulled me off the line and I started learning some of the cuisine skills of my father. The first one I ever learned was the beet Napoleon salad. When making the dish, going through the techniques and the processes of cooking it and then finally plating it, it looked like a work of art in itself. I knew then and there, even at a young age,
that I have a really cool opportunity in what my dad does to also take an artistic approach to this field. I didn't know right at 12 this is what I want to do for the rest of my life but I got to like it as I started working in more and more kitchens like that of Grant Achatz in the Alinea in Chicago or that of the Roca brothers in Spain or Heinz-Reitbauer’s Steirereck in Vienna. My love just kept growing and growing to the point where I felt like, this is so much fun. I understand exactly why my father loves doing this because it's about constantly innovating and being around great people and being in service of others makes yourself feel good. And so all of those things combined, I knew there was really no other life for me.”
The essence of true hospitality
When discussing culinary matters with his father, which is natural, one of the things they definitely agree on is the importance of the guest experience. Byron Puck summarizes that with a simple example: “treating people the way that they would want to be treated by their mother in their living room. There is no better meal you can have than when you come home after a long day of school or a long day of work or whatever it might be, and your mother is taking care of you and feeds you an amazing meal, right? It not only feeds you, but it warms your heart and it warms your soul. It feels like that, to me, has always been the essence of true hospitality. And if we can give you even just a modicum of that feeling when you come into our restaurants, again, we make you feel something. It's not just about the food, it's not just about the beverage or the service, it's about the interaction from person to person. I think that's the secret because we've been so lucky to be around for 43 years. People come back and remember you or remember an experience in a restaurant when they felt something.” Wolfgang Puck stresses that to him, longevity is really what he is the most proud of “because our industry has so much turnover. Restaurants come and go all the time, especially in the US and big cities. You know, you have ten restaurants opening every month and then you have that many closing. So, the big achievement is to be still there. I look at so many of my friends at restaurants in LA in successful ventures and then, they're all gone. It's such an interesting thing and for us to do still so well as we do, it's really a thing I'm very proud of. But that didn't come by itself, obviously. You need to have management with passion, leadership, which transmits the passion to the people who work there. As Byron pointed out, we are in the hospitality business, a business where we want people to feel good. We want to give people an experience. Well, some people don't remember what they have eaten, they just say, ‘we had such an amazing time there’. And I think that's really for me the most important thing. It's like having great service where you anticipate what the customer wants before the customer actually says a word or knows exactly what they want. And I think it's obvious that after so many years, we have so many guests who still come to the restaurant, they are 85 years old, they still celebrate their birthday there and they started when they were maybe 35, you know. So, I think having such a customer base is like having a big family.”
society
Pisco is a product historically obtained from the distillation of fresh musts from recently fermented “Pisqueras” grapes, which gives an unequalled result. The Embassy of Peru in Hungary has organized “Pisco night” events to introduce this product to the Hungarian audience. At one of these recent events, held at the Budapest Marriott Hotel, Peruvian Ambassador Edgard Pérez Alván told Diplomacy&Trade about their efforts in this campaign and how the ‘Spirit of Peru’ is received in this country.
“Pisco night is a project that the Embassy of Peru has been running for a year and a half now, since the end of 2024, to make Pisco, the Spirit of Peru, better known in Hungary by presenting it in a sophisticated and friendly environment to the guests of major bars and restaurants in the city, providing a new and unique experience because Pisco is actually an experience”, the Ambassador highlighted.
A cocktail for your taste
He added that Pisco is a very versatile spirit, so one can have Pisco in several cocktails – be it a sour drink or a sweet drink or one in between. “Thus, you can always have a cocktail for your taste and that brings you warmth in your heart and in your life as well as makes you enjoy the moment. The idea is to have a great time with friends and peers, because, as I mentioned, it's so versatile that you can find a Pisco-based cocktail for every occasion. Pisco is a Peruvian product with Denomination of Origin, and is made out of eight varieties of grapes, thus, one can have different kinds of Pisco. All have the same standard of production. It is important to emphasize that Pisco can only be produced out of these eight varieties of “Pisqueras” grapes and only in Peru. The Embassy of Peru, as representative of the Government of Peru, promotes Pisco in general terms because there are many brands of it. It depends on the distributors or on the consumers what brand they prefer.”
Growing professional interest
As to what sort of feedback they have from those making and tasting it, the Ambassador said “it's fantastic. We
AN ENCOUNTER WITH PISCO
began by a Pisco masterclass that was mainly addressed to bartenders and food and beverage managers. The response was amazing because the event was originally programmed for 30 people but at the end, we actually had almost 90. And from that day, we've
INTRODUCED IN HUNGARY
been having a series of successful Pisco night events in the bars of different prestigious hotels in Budapest. In some cases, they have approached to us to offer us the venues. At this point, local distributors that didn't have Pisco before are importing this product.
Now, there are more than five brands and nearly three or four local distributors offering this Peruvian spirit. When we started this project, there were very few venues offering Pisco in Hungary and now this situation is changing.”
Happy Hungarian consumers
Speaking of the response by Hungarians tasting this Peruvian spirit, the Ambassador stated that “actually, you can see that they are very happy. They are really happy and surprised because they found that Pisco is truly good and versatile, and they keep asking for more.
The most emblematic cocktail is the Pisco sour. This drink is made of fresh lime juice, some sugar syrup, egg white, the Pisco as such, some ice and some Angostura bitter.”
added that
Pisco-based
in Hungary is also demonstrated by the fact that several hotels prepare their own signature drinks.
Restaurants open to Pisco
In its Pisco project in Hungary, the Embassy of Peru is now close to the end of the second stage. As the Ambassador explained, the first stage was to meet the bartenders, introduce Pisco to them and actually show them how to prepare the Pisco-based cocktails for their customers. Now, the Embassy is in the second stage when ‘touring’ around high-end hotels. “Presently, we are collaborating with local distributors to go to restaurants and bars, other than those of hotels. That is the point where we are at the moment. It's like a third step and we are doing very well. There are many ideas and many restaurants that are really open to the possibility to have Pisco on their menu.”
He
the success of
cocktails
hospitality
ANTICIPATING THE GUEST EXPECTATIONS
ARIA HOTEL BUDAPEST: BEAUTY INSIDE AND OUT WITH LASER-FOCUS ATTENTION
The Aria Hotel Budapest, one of the world's most renowned luxury hotels with a musical theme – each of the four wings dedicated to one of four major genres of music: classical, opera, contemporary and jazz –, celebrates its tenth anniversary in 2025. To mark the occasion, a grand birthday party was held, opening the new SKY Champagne Bar at the highest point of this beautiful property. The Aria is a member of the Library Hotel Collection based out of New York City. Its owner and President, Henry Kallan arrived to the Hungarian capital for the celebration.
Recalling the ‘pre-history’ of the property, Henry tells Diplomacy&Trade that his attention was called to this dilapidated 19th century building and “obviously I was intrigued by the possibility. The location was great, and I started to imagine how I could transform this building into a hotel. I believe an Israeli group owned the property, however, was frustrated with the difficulty to develop and reposition the building. I, of course, who was always a reckless optimist, got excited and believed that if I am successful in dealing with the city fathers, presenting my vision, I could succeed. I am very pleased that after a great deal of patient hard work and collective effort by many talented individuals, we realized an architectural masterpiece unlike any other in Budapest.”
Historical quality and integrity
He had to put the right team together: architects, engineers and designers. “My vision was very clear because I understood the history of the city, should it be culturally or musically. I think this is probably the most unique hotel in Central Europe if not Europe, for a modern structure. We were ranked number one hotel in the world at one point and we are still considered one of the finest in the world.” The building was in such disrepair that it had to be gradually and carefully demolished, however, they faithfully rebuilt it, recreating the architectural integrity and historical aspect of the original building. For today's modern traveler and the lifestyle one is accustomed to, it required four elevators and all other technology including central heating and air conditioning without which a luxury property cannot exist.
Beauty inside and out
Henry explains that although, he emigrated from a small village on the Hungarian Slovak border to the United States as a young man in 1968, “it took me 20 years to build a career and establish myself,” he is very familiar with the history of East Central Europe, especially that of culture and music. He admires personalities such as Dvořák, Bartók, as well as Ferenc Liszt, for example, “who was one of those charming composers who created beautiful music.” Henry adds that he has always loved different genres of music, especially jazz and opera – something that helped him to set himself apart from others in developing hotels.
“You have these big hotel chains like the Four Seasons, the Ritz-Carlton or Hyatt, they're very nice properties but they're all pretty much the same in different cities. In Budapest, you look at some of these beautiful palaces and they recreate them as hotels, what do you get? You get a typical Hyatt, you get a typical Ritz-Carlton – no imagination, no true refinement. There's no sensitivity to combine the beauty of the architecture from the past, with the interior that truly complements it. So, I thought I could be different and create a different sort of concept. In New York City, I own the Library Hotel, which is all about books, it's an intellectual property. People have a specific reason why they love staying there. As for music, I felt that everybody relates to music, so I wanted to do something, which I did not experience in any other place throughout my travels.”
Music – not only in the name Henry had to study the history of the music idea as a theme for his hotel in Budapest. “I was just
very intrigued by the notion of creating something for our guests: they would not just enjoy staying here, but experience the beauty of music and learn about the composer or performer. If you stay at the Aria and you can afford an extra half an hour and you never knew who Ferenc Liszt was, you can simply turn your TV on and you can learn not only about his music but his life as well. We all lead a very busy life, but given the opportunity, we all enjoy a peaceful, private moment to ourselves.”
Providing tailor-made experience
As for the typical guest catered to at the Aria Hotel Budapest, Managing Director Máté Tolnai highlights that they mainly have couples coming to the hotel, more than half of the guests from North America. “We also have a lot of guests from the UK, Australia, Europe and the Middle East with an average age of around 50 years. We also welcome company executives who would like to experience something different from the let's say average five-star experience that they usually have when on business. We can easily create tailor-made experiences for them. For example, a few months ago, we had a company executive staying with us and we knew in advance that he is a huge Rolling Stones fan. We have a room dedicated to the Rolling Stones, so we booked that for him. When he entered the room, we put a Rolling Stones concert on the television so that he could experience a special welcome. He was amazed that we knew about his passion – of course, it was his assistant who had told us.”
The Aria Hotel Budapest, as a boutique hotel, is able to offer a higher level of personalized service than large commercial hotels. As to
what that entails, the Managing Director says that “with only 53 rooms, it's not only easy, but a pleasure to go and have a conversation with our guests during our complimentary breakfast and wine & cheese reception in the afternoons. I enjoy interacting with our guests, and making recommendations on how to take advantage of what Budapest has to offer.”
Proving critics wrong
The Aria Hotel Budapest is a member of the Library Hotel Collection, along with six hotels in Manhattan and Toronto. Henry Kallan believes that from a quality point of view and prestige, the Budapest Aria is the pride and the flagship of the collection. “I'm especially proud of the Aria because of my Hungarian heritage. I believe it sets the standard not just for the other hotels in the group but also defined the new standard of quality and service when we opened 10 years ago. At that time, I was quite often discouraged by other hoteliers in the city that it was rather difficult to maintain a five-star hotel and become financially successful as Budapest is not ready to charge room rates like those other capitals such as Paris, London or Rome. I am happy to say, I am proving them wrong!“
In summary, Henry notes that “we always aim to improve because I think as you hope to get a better return on investment, times dictate that things become much more expensive and when that happens, one should be in a position to also charge a little more to cover the extra expenses. However, in order to justify it, we have to make sure that the hotel and the service continues to be superior, and obviously the experience must meet our guests’ expectations!”
photo by ANDRÁS ZOLTAI
HENRY KALLAN (ON THE LEFT) AND MÁTÉ TOLNAI
MORCHEEBA PRESENTS ‘ESCAPE THE CHAOS’ OCTOBER 22, 2025, BARBA NEGRA, BUDAPEST Morcheeba, 30 years old this year, has always offered a kind of escape from the hustle and bustle of everyday life, offering listeners an island of calm. The legendary triphop group's latest album, 'Escape The Chaos', was published this May and will be presented this October at Barba Negra in Budapest as well. Thirty years ago, a chance meeting at a party in South London changed the face of British electronica: that's when multiinstrumentalist Ross Godfrey met the dazzling-voiced Skye. And as they say, the rest is history. The band has since released ten studio albums, sold over ten million copies, toured the world, recorded a film score and had a few changes of members. But one can't be part of the triphop royal family without a few interesting detours along the way. And one can't become a lasting artist, loved by generations and respected in the music industry, if not learning how to escape the chaos. However, as the organizers put it, “if you're Morcheeba, a byword for comfort and serenity, you'll take your fans with you to this place.” livenation.hu
DON GIOVANNI MINI FESTIVAL
SEPTEMBER 9-13, 2025
MÜPA PALACE OF ARTS, BUDAPEST
METALLICA RETURNS TO BUDAPEST AFTER 8 YEARS!
JUNE 11 & 13, 2026, PUSKÁS ARENA, BUDAPEST
As the M letters appearing all over Budapest already hinted, Metallica is returning to Budapest after eight years! The band has announced that next year they will continue their record-breaking M72 world tour, now in its fourth year, with 16 concerts in Europe and the United Kingdom. We will be able to hear the band on two nights in Budapest, with two different setlists and different opening acts, on June 11 and 13.
The M72 concerts have been described as “a life-affirming experience” (Billboard), “undeniably monumental” (Metal Hammer), “a rock-solid, impressive show” (Detroit News), ‘triumphant’ (Kerrang!) and “as tight and angry as Metallica hasn't sounded in a long time” (Los Angeles Times). Since the tour began, it has captivated fans and critics alike. During the 2026 tour, the legendary band will give two-night concerts in Frankfurt, Dublin, and London, in addition to Budapest. In keeping with tradition, Metallica has included No Repeat Weekend performances in the itinerary of the M72 World Tour 2026, meaning that they will give two concerts in each city, with completely different programs and opening acts for each night, making both shows a unique experience. livenation.hu
MIKA TIVADAR SECRET MUSEUM PERMANENT EXHIBITION, MITICO BUDAPEST
Those looking to uncover the lesser-known side of Budapest, it's worth turning around and visiting the Mika Tivadar Secret Museum in Budapest’s District 7. In the basement of the iconic Mika Tivadar bar, visitors to this underground museum will not only learn about the history of the building constructed by copper factory owner Tivadar Mika, but also about the fascinating pasts of properties within a 140-meter radius of the exhibition space. These properties were frequently visited by notable figures such as King Edward VII of Great Britain, German statesman Bismarck, Milan I of Serbia, and Philip, Duke of Orléans.
In this same area, you would also find Europe's most famous nightclub, the Blue Cat; Hungary's first cinema, where Michael Curtiz, the director who won an Oscar for the film Casablanca, began his career; and you'll discover the connection between American film actors Sylvester Stallone and Arnold Schwarzenegger and a tiny house on Kazinczy Street. In the neighborhood, one can also explore rich World War II history including the Budapest Ghetto, the first Hungarian steam bath, Europe's most famous brothel, and the story of MIKA Tivadar's copper shop. mitico.hu/museum
This September, Don Giovanni – or Don Juan – one of the most discussed yet inexhaustibly exciting figures in cultural history, will take center stage at Müpa and the Budapest Festival Orchestra's thematic minifestival. This year's first-ever Mozart expedition presents a variety of interpretations of the archetype of the restless womanizer: opera and dance performances, literary evenings, panel discussions, and film screenings await audiences eager to be seduced. Don Juan is no longer a person, but a concept. But what does he embody? Is he a libertine who rebels against moral constraints, a seducer who lives a dissolute life, or an insatiable hedonist? In the first year of a new series of events focusing on Mozart's masterpieces, organized in collaboration between the Budapest Festival Orchestra and Müpa, there will be an opportunity not only to see the opera performance, but also to gain a deeper understanding of this legendary figure. Three performances of Mozart's classic Don Giovanni will be directed and conducted by Iván Fischer while the Szeged Contemporary Ballet presents a choreography that highlights the extreme personality traits of Don Juan, who is both sentimental and cruel. mupa.hu
witty leaks
WITTY LEAKS
IN THIS SERIES, DIPLOMATS SHARE PERSONAL ACCOUNTS OF THEIR EXPERIENCES ON “EXCURSIONS” into Hungarian culture, art, gastronomy & scenery.
A NEW CHAPTER IN A PERSONAL AND DIPLOMATIC JOURNEY
THINGS CONNECT
AND HUNGARY
BY MARÍA LORENA CAPRA, AMBASSADOR OF THE ARGENTINE REPUBLIC TO HUNGARY
Arriving in Budapest as Argentina’s ambassador was, in many ways, both a return and a discovery. A return to Central Europe, a region I had studied and explored from various angles throughout my career, and a discovery of a country that welcomed me with a heartfelt blend of history, sophistication, identity and warmth. But above all, it marked the beginning of a deeply personal chapter: this is my first experience as an ambassador, which makes this post not only a diplomatic mission but also a vital, professional, and emotional journey that will stay with me forever.
Tango, a powerful connecting thread
At the end of 2023, as I met with officials and key figures from the business and cultural sectors to plan the celebrations of the 100th anniversary of bilateral relations between Argentina and Hungary, I began to shape a strategy to celebrate and simultaneously relaunch the relationship. I discovered many more similarities between our countries than I had imagined: a shared sensitivity to music, a history shaped by political shifts, a rich and bold cuisine, and a creative spirit that spans generations. Tango, in that sense, became a powerful connecting thread. I discovered that tango can be danced almost every day in Budapest. There are milongas, excellent dancers and teachers, some of whom are Argentines who have become valuable allies of the Embassy. Among them, one person was instrumental: Lídia Demján, whose passion for tango enabled us to create an unforgettable National Day celebration as part of the centenary events. When I visited the National Dance Theater to introduce myself to its director, the experience was magical from the first moment: the modern architecture, the building seamlessly integrated into the park, the warmth
of the theater hall. At the end of our meeting, in which we discussed the possibility of hosting our National Day there as part of the centenary commemorations, the director invited me to step onto the stage. We danced a few steps of tango and Hungarian folklore. It was a spontaneous, simple, and deeply symbolic gesture – something I will never forget.
And finally, May 25th arrived
Our National Day took shape as a genuine embrace between our two cultures within the framework of the 100th anniversary of bilateral relations. I had the honor of being joined by Deputy Prime Minister Zsolt Semjén, who delivered a heartfelt commemorative speech and gave great significance to the occasion. On the stage of the National Dance Theatre – the same one I had stepped onto weeks earlier with a mix of shyness and enthusiasm – Argentine tango filled the air and was lived with all the passion it inspires, even far from Buenos Aires. But the most moving moment was seeing Hungarian dancers interpret it with such sensitivity and technical skill, born only from a deep love for that music pulsing in 2/4 time. László Budai and his company were outstanding. It was moving to see the Hungarian audience applaud with enthusiasm – not just out of diplomatic courtesy, but because something had truly touched them. This cultural program was more than
just a performance: it symbolized a bilateral relationship that continues to evolve, that moves us, and that –like tango – always finds new ways to express what words cannot. That evening, we celebrated surrounded by the best of both worlds: the Argentine community in Hungary, local authorities, diplomatic colleagues, and leaders from Hungary’s business, cultural and social spheres. It was a night full of emotion, of encounters and reunions, of those conversations that only happen when protocol becomes personal.
A special guest
Among the guests was an Argentine who has been making his mark in Hungary for years: Carlos Coelho. His story is another example of that silent but powerful fusion between our cultures. For the reception, Carlos provided wines he produces in Etyek, a wine region near Budapest, along with Malbec he imports from Argentina. It was a generous and meaningful gesture: a glass that blended lands, grapes and passions – crafted with the same respect and dedication that define those who build lasting bridges between countries. As if that symbolic toast had set the tone for the centennial year, we soon celebrated another major milestone in 2024: the opening of the Hungarian market to Argentine beef. A longawaited step, the result of joint work, ongoing dialogue between the
ONE WOULD IMAGINE
health authorities of both countries, and – importantly – the concrete commitment of those who believe in Argentina from the ground up. Once again, Carlos Coelho became a bridge. With his entrepreneurial vision and confidence in Argentine potential, he took on a new challenge: bringing the world’s best beef – ours – directly to Hungary. Not as part of a long and anonymous supply chain, but as a project that honors the origin, the product, and the story behind it. Thus, the Malbec that already connected us found its natural partner in asado, and diplomacy became, once again, a shared table.
100
years of diplomatic ties
Another particularly moving celebration, held jointly by the Argentine Embassy and the Hungarian authorities – including members of the Parliament’s leadership and officials – as part of the centenary of bilateral relations, took place at the Hungarian Parliament in one of the country’s most imposing and symbolic institutional settings. There, surrounded by legislators, diplomats and representatives from various sectors of society, we celebrated the value of cultural bridges and parliamentary friendship groups, highlighting 100 years of diplomatic ties between our nations. It was a moment that emphasized how relations between countries are not built only by governments, but also by their people and representatives. Tango was present there too, with a performance by Argentine dancers Antonella Terrazas and Lucas Molina, accompanied by the Hungarian orchestra Tango Art’s Harmony. Because ties are also built through sports, in 2024, we celebrated Hungarian Footballer’s Day with a very special guest: Alberto “El Conejo” Tarantini, 1978 World Cup champion, who had played in Hungary just before that historic tournament. It was a gathering
filled with emotion, memory and shared affection among fans, young players, and nostalgics of great football feats. The day concluded with a screening of ‘Muchachos, la película de la gente’ at the Uránia Cinema – thanks to support from Pampa Films – a film that captures the Argentine people’s experience during the 2022 World Cup in Qatar. We also marked the centenary of bilateral relations at the International Polo Tournament organized by Estancia Polo Club, which brought together players from all over the world – including, of course, Argentines. A setting that was athletic but also social and cultural, offering another opportunity to showcase Argentine talent and share our unique way of living sport – with passion, elegance, and commitment. And as if the calendar knew that this year needed a strong closing gesture, in November 2024 – nearly a year after Prime Minister Viktor Orbán’s visit for President Javier Milei’s inauguration – we had the satisfaction of working on another high-level visit: that of Foreign Minister Péter Szijjártó to Argentina. It was a key moment to solidify ties and project the relationship toward an even more strategic dimension. During that visit, five major agreements were signed, including a Joint Statement on Nuclear Cooperation for Peaceful Uses and a Memorandum of Understanding regarding cooperation in the field of space activities for peaceful purposes. Two areas in which both countries possess technological, scientific, and academic capabilities that can be mutually enhanced. It was, without a doubt, a clear sign that bilateral relations are also nourished by a shared vision for the future. Also, two agreements that has great significance for me since I worked on these fields from my previous position at the Ministry of Foreign Affairs as Director of International Security and Nuclear and Space Affairs. If the year of celebration of the 100th anniversary of bilateral relations between Argentina and Hungary taught us anything, it is that diplomacy carried out with dedication, empathy and creativity can successfully combine identity with innovation, warmth with strategy, emotional closeness with technological ambition. And that, to me, was more than an achievement: it was a profound responsibility and an unforgettable experience.
EASTERN SLOVAKIA: FROM ANCIENT CAVES TO PARADISE
COMBINATION OF HISTORY AND NATURAL BEAUTY SOUTH AND WEST OF THE CITY OF KOŠICE
The eastern Slovakian city of Košice is not just a city steeped in history and culture, but also a gateway to the stunning natural beauty of its surroundings. This time, we take look at the sights worth visiting by those who approach the city from the south, passing through an area with world heritage caves or the ‘Slovak Taj Mahal’. Then, just a stone's throw from the bustling life of Košice, lies Spišská Nová Ves, a charming little town in the center of a landscape that combines the majesty of nature with the richness of history, providing a gateway to the Slovak Paradise.
Those travelling north from Budapest or Miskolc through the hills and cross the border from Hungary into Slovakia at Aggtelek National Park, should pass through Plešivec and Gočaltovo to the Ochtina aragonite cave, which is a UNESCO World Heritage Site due to its uniqueness. This is one of the only four places in the world where you can see rare aragonite in real life. And that's not all, because the Gemer collection, which is unique in the world and consists of six UNESCO caves, also includes the Gombasek cave, the Jasov cave, the Domicai cave, the Dobsinái ice cave as well as the Hrad Krásna Hôrka cave, although the latter one is currently not open to visitors. Each cave offers plenty of opportunities for hiking, exploring historical and mining monuments, and cycling tours of varying difficulty. It is definitely worth traveling Gombasek, where, after visiting the Gombasek Cave, you can try the zipline or even travel back in time through a window and see what the Pauline monastery in Gombasek once looked like.
Andrássy family historical heritage
The Gemer area offers a new experience and adventure every day. Visitors should not miss the memorial sites associated with the Andrássy family. The perfectly preserved interiors of the iconic Betliar Castle offer a glimpse into the life of a family that had a significant impact not only on local but also on European history. The castle's appeal is enhanced by its spacious park, which even features an artificial waterfall. Near Betliar, in Krásnohorské Podhradie, you will find the Andrássy mausoleum, another architectural gem. The impressive building is a unique example of Art Nouveau architecture and a faithful, consciously preserved record of the love between its builder, Count Dénes
Andrássy, and his wife. Thanks to this, the mausoleum is often referred to as the Slovak Taj Mahal. If you are interested in the history of this noble family, don't miss the Rococostyle Andrássy mansion in Gombasek, dating from the second half of the 18th century. The building has recently been renovated and now houses a museum where you can see artifacts uncovered during six archaeological excavations of the local Pauline monastery, as well as objects documenting production at the Andrássy ironworks.
KOVÁČOVÁ WATERMILL
This is why it is worth making a short detour from Krásnohorské Podhradie to Café Kispest in Drnava, where you can enjoy a cup of coffee and a slice of cake in elegant style. This small village was once the site of a major industrial plant owned by the Andrássy family, the Drnava Ironworks, which produced unique, highquality products and was best known for manufacturing cast iron components for the Chain Bridge in Budapest. The pleasant café is located directly on the site of the former ironworks and evokes the atmosphere of Drnava's glory days. Another unique technical monument is the watermill in nearby
SPIŠSKÁ NOVÁ VES
BETLIAR CASTLE
picturesque Kováčová, which has been preserved with its original equipment, including a water wheel and a hemp breaker. This interesting sight also perfectly complements the rich history of the Andrássy family in Gemer.
Gateway to the Slovak Paradise
In the heart of eastern Slovakia, just a stone's throw from the bustling life of Košice, a popular tourist destination, lies a landscape that combines the majesty of nature with the richness of history. Its center is Spišská Nová Ves, a charming little town that is the gateway to the Slovak Paradise. The national park is also popular among Hungarian visitors, who enjoy wandering among the almost untouched natural beauty. Discover the gems that are a feast for the eyes in every season. Start with the ‘Gateway to Paradise’! As soon as you arrive in Spišská Nová Ves, you will be impressed by the historic center of the town. Here, you can see the longest lens-shaped main square in Central Europe, with its elegant curves and colorful town houses, creating an unforgettable atmosphere. Walking along both sides of the square, you feel as if you are traveling through time. Every step you take reveals architectural masterpieces, charming cafés and rows of small shops.
The dominant building in the townscape is the Roman Catholic parish church of the ‘Assumption of the Virgin Mary’, whose tower is the highest in Slovakia (87 meters), offering an exciting panorama of the surrounding countryside. After climbing the many steps, you will be rewarded with a view of Spiš Castle, the Levoča Mountains and, in the distance, the majestic silhouette of the High Tatras. The hustle and bustle of the town is most noticeable on Letná Street, the pedestrian zone. Numerous restaurants, cafés, and shops await visitors here, where they can try local specialties while enjoying a good cup of coffee. The pleasant atmosphere of the street is ideal for relaxing after a day of exploration. However, Spišská Nová Ves is not only about history and architecture. The town is also a modern center with a rich cultural offering.
The Spiš Theater, the Spiš Artists' Gallery, and the many festivals and events that take place throughout the year guarantee that no one will be bored here.
The Slovak Paradise: gorges and the historic Kláštorisko
Just a few kilometers from Spišská Nová Ves lies the gateway to the Slovak Paradise. The northern part of the national park is famous for its impressive gorges, which are popular with adventurous tourists. The most popular starting points are Čingov and Podlesok. From Čingov, for example, a pleasant walk through the forest takes you to the Tomášová lookout tower, which offers an iconic panorama of the Hornád Gorge and the surrounding peaks. From here, you can continue on to the stunning Hornád Gorge. Ladders and planks lead over the fast-flowing river.
From Podlesok, tourists can head towards the Suchá Béla Gorge, on the other side of the Hornád Gorge, towards Veľký Sokol and the Piecky Gorge. Each route is an unforgettable experience, but it is important to note that they require good physical condition and appropriate
tourism
footwear. Passing through waterfalls, cascades, ladders and iron stairs, one can wander through the paradisiacal environment of the ‘wilderness’.
In the northern part of Slovak Paradise, there is the historically significant Kláštorisko [‘Shelter Stone’]. In a spacious meadow, we find the ruins of a Carthusian monastery, which was once an important spiritual and cultural center. People settled here in prehistoric times, either temporarily or permanently. During the turbulent 13th century, this place became a refuge for the inhabitants of the surrounding settlements, who sought protection here during the Mongol invasion. An important milestone in the history of the place is the document on the founding of the
monastery on the symbolic ‘Shelter Stone’ on December 12, 1299. This marked the beginning of the more than 250-year presence of the Carthusian order, who lived in silence, and from whom the place derives its name: Paradise. Today, Kláštorisko is a popular destination for excursions and relaxation, with a buffet awaiting visitors.
Adrenaline lovers will enjoy Ferrata Kyseľ, one of Slovakia's most attractive via ferrata routes. Crossing the gorge with the help of iron ropes and steps is an exciting experience in itself, and as a bonus, there are breathtaking views of the waterfalls and rock formations lining the route.
The southern side of Slovak Paradise: medicinal herb meadows, ice caves and canyons
The southern part of Slovak Paradise offers similarly impressive natural beauty, but of a slightly different nature. One of the unique attractions is the Kopanec saddle and the wide Kopanec meadows, which have the highest concentration of medicinal herbs per square meter in Europe. During the summer months, these green areas become a colorful, fragrant oasis of flowers.
As already mentioned, the Dobsinái Ice Cave, a UNESCO World Heritage Site, is unique in the world. Its huge ice formations, stalactites and stalagmites growing from above and below, create an impressive underground world that enchants every visitor. Walking through the cave, you feel like you are in a real ice kingdom. An interesting hiking tip is the easy route to the Stracenai Canyon. This romantic gorge is unique because it is accessible to people with limited mobility, making it an ideal place for a family outing. An asphalt road leads through the canyon, which can be explored on foot or by bike, and an educational trail of the same name has been created along it. The entire canyon is 1.1-km long, and this distance can be covered in about 25 minutes.
For water sports enthusiasts, we recommend the Palcmanhutai reservoir surrounded by forests. You can swim in the lake, but it is also suitable for boating and fishing, and you can take a pleasant walk along its shore. It is an ideal place to relax and unwind in nature. The site also has something interesting to offer history lovers. Under the surface of the reservoir lies a flooded village. The Palcmanhutai reservoir is the largest body of water in the Slovak Paradise, covering 85 hectares, and is also considered to be the coldest reservoir in Slovakia. Today, in addition to energy production, the reservoir is becoming increasingly important for recreation and environmental protection. Of course, you can also swim in the summer months, when the water temperature is around 20 degrees Celsius. The ideal way to get there is from Dedinky.
In Dedinky, the cable car leading to the Geravy plateau undoubtedly offers a unique experience. Slovakia's only functioning single-seat cable car takes visitors to a beautiful plateau with stunning views of the surrounding landscape. There are plenty of hiking trails and easy walks in Geravy. And that's not all. You can also go horseback riding in Geravy or refresh yourself at the Geravy mountain hotel, the highest building in Slovak Paradise. There is a restaurant right in the hotel, which delights visitors with a varied menu and beautiful views of the surrounding area.
(This article is published with support from Slovakia Travel)
