HIS MUSIC IS VERY EMOTIONAL AND THE PEOPLE WHO LISTEN TO HIS SONGS ARE PROBABLY EQUALLY SENSITIVE – CALUM SCOTT TO PERFORM IN BUDAPEST THIS OCTOBER.
France
FOCUS country
France is an important economic partner to Hungary and the fifth largest investor in this country, with almost 50,000 people working for French companies here. In an extensive interview with Diplomacy&Trade, French Ambassador Jonathan Lacôte, who is quite familiar with this country, also discusses the importance of keeping a very strong political dialogue with Hungary and that of human contacts through culture and tourism.
see articles on pages 08-17
Women in Diplomacy
At the end of June, the 80th anniversary of the United Nations as well as the 70th anniversary of Hungary's UN membership were celebrated at the Aria Hotel Budapest, on the occasion of the hotel's 10th anniversary. The event was attended by ambassadors accredited to Hungary, representatives of UN organizations operating in Budapest and prominent figures from the worlds of culture, science and business.
letter from the publisher
“Music transcends culture and language and it's just a really beautiful thing.”
That is the credo of English singer and songwriter Calum Scott, who will perform in Budapest this October. He tells Diplomacy&Trade how much he enjoys making people happy through his songs while always striving to remain human and relatable.
The recent NATO summit may have been one of the shortest in the alliance’s 76-year history, yet also one of the most consequential. As our international analyst explains, the Trump administration’s demand that all NATO members contribute at least 5% of their GDP to defense – alongside the call for Europeans to shoulder the bulk of aid to Ukraine – signals Washington’s growing shift of focus toward the global contest with China and Russia, with the Indo-Pacific clearly prioritized over the Atlantic region. French companies today play a role in virtually every sector of the Hungarian economy.
The French ambassador, Jonathan Lacôte, deeply familiar with Hungary, praises this long-standing economic presence and highlights the country’s advantages: its geographical position and the quality of its workforce. Our French Focus showcases French investors integrated into Hungary’s economy, the work of the French-Hungarian Chamber of Commerce and Industry, and the cultural contribution of the French Institute.
This summer, Budapest marked two anniversaries on the International Day of Women in Diplomacy: the 80th anniversary of the United Nations and the 70th anniversary of Hungary’s UN membership. The commemorations brought together distinguished representatives from diplomacy, culture, science and business. Our business section turns its attention to sustainability, reporting on the Blue Ribbon Business Summit, which took place alongside the 57th Blue Ribbon sailing race at Lake Balaton. Discussions focused on how sustainability and competitiveness are increasingly interconnected in complex ways that will shape the future of business.
The first of our culture pages features this year's World Press Photo exhibition where – as the organizer tells us – visitors can be certain that the images they see are authentic, not fake news, not created by artificial intelligence.
Korean art and culture are a constant presence in Hungary, but the highlight of the year is undoubtedly the KoreaON festival. This year’s edition, held on Budapest’s Margaret Island, once again showcased the diversity of Korean culture and reaffirmed the festival’s mission: to strengthen cultural ties and build bridges between Hungary and South Korea.
This fall, the first Time Out Market in Central & Eastern Europe opens in a Budapest department store restored to old glory. It presents a curated mix of the best chefs and restaurateurs, drinks and cultural experiences of the city and the country, showcasing top local talents.
Despite the geographical distance, Hungary and Australia share more connections than many might assume. This month’s WittyLeaks column, contributed by the Australian ambassador, highlights these surprising links in the fields of culture and sport.
As the summer winds down and we return to school, work and new projects, it is also a season for fresh starts and renewed energy. In this spirit, we bring you stories and perspectives that inform, inspire, and help make sense of a rapidly changing world.
Enjoy the read!
Peter Freed PUBLISHER
PUBLISHER: Peter Freed PHOTO EDITOR: Dávid Harangozó
ADMINISTRATION: Blanka Szalontai
CONTRIBUTORS: Sándor Laczkó, Tamás Magyarics, Ian Biggs
PHOTO CONTRIBUTORS: BPM Group (cover), depositphotos.com, Axiom Space, alstom.hu, wing.hu, HelloParks, Continest, mol.hu, Gedeon Richter Plc., mooncity.hu, Magyar Suzuki Corporation, NATO, Budapest Airport, HUNGEXPO, György Pécsi/Time Out Market Budapest, Hungarian UN Society, Philip Morris International, Samar Abu Elouf, Florian Bachmeier, Zsani Antal, BPM Group, Australian Embassy, Vienna, atiboldog, Sarah Rechbauer / Laugh + Peas Entertainment + Lifestyle GmbH, Compagnia Finzi Pasca, koncertpromo.hu
cont en ts
03 ON THE RECORD 04-05 COMPANY BRIEFS 06 ANALYSIS
A consequential NATO summit 08-17 FRENCH FOCUS
Interview with Ambassador Jonathan Lacôte; French-Hungarian Chamber of Commerce and Industry; Budapest Airport; French Institute; ESSCA Budapest Campus; Hungexpo
18 GASTRONOMY
Time Out Market Budapest
20 BUSINESS
Blue Ribbon Business Summit
22 DIPLOMACY
UN anniversaries celebrated in Budapest
23-25 CULTURE
World Press Photo; KoreaON festival; Calum Scott
26 WITTYLEAKS by the Ambassador of Australia
27 WHAT’S ON Concerts, festivals, events and exhibitions in and out of Budapest
DUTCH FOCUS – COMING SOON
In its upcoming issue, Diplomacy&Trade is going to present, in cooperation with the Dutch Embassy in Budapest, a special focus section on relations between Hungary and the Kingdom of The Netherlands. Economic ties and bilateral trade between The Netherlands and Hungary are booming, The Netherlands being among the top ten investors in Hungary. More than 500 Dutch companies employ over 20,000 people in Hungary. The leading article of the compilation will be an interview with the departing Dutch ambassador to Hungary, Désirée Bonis about the main aspects of bilateral relations. We also present the activities of The Netherlands-Hungarian Chamber of Commerce in Budapest (Dutcham) and several of the Dutch ventures operating in Hungary.
Burden sharing at the latest NATO summit page 06
Korean Cultural Festival in Budapest page 24 WittyLeaks by the ambassador of Australia page 26
Facing rising economic challenges and a growing need for external financing, Hungary has returned to international debt markets with a major USD bond sale, signaling a shift in fiscal strategy and a bid to reassure investors of its financial footing.
The Hungarian government raised USD 4 billion through a three-part dollar bond sale this June, ramping up foreign borrowing to help cover its widening budget deficit amid persistent economic headwinds and growing political pressure.
The issuance follows a recent announcement by Hungary’s Debt Management Agency (ÁKK), which revealed plans to significantly increase foreign-currency borrowing this year.
The move marks a shift in strategy as Hungary temporarily breaks its self-imposed limit of capping foreigncurrency denominated debt at 30% of total debt stock – a cap previously aimed at reducing external financial vulnerability.
Although Hungary’s year-to-date budget deficit narrowed to HUF 2.8 trillion (around USD 8 billion) in May – helped by a dividend payout from state-owned energy firm MVM – the Economy Ministry revised its cash-flow deficit target for 2024 upward, from 3.7% to 4.1% of GDP, noting that 68% of the annual shortfall target had already been used by May’s end.
The ÁKK has also indicated the possibility of issuing Panda bonds – yuan-denominated debt in the Chinese market –further diversifying its funding sources.
on the record
points to 40 points. Half of the companies already regularly address sustainability at the corporate level, and four-fifths are aware of the EU's carbon emission targets for 2050.
SECONDHUNGARIAN ASTRONAUTINSPACE
Following several delays, Hungarian astronaut Tibor Kapu (pictured on the right) took off aboard a SpaceX Crew Dragon spacecraft launched by a Falcon 9 rocket for the International Space Station (ISS) as part of the Axiom-4 mission at 8:31 a.m. Central European Time on June 25 from NASA's Kennedy Space Center in Florida.
Other members of this mission included commander American Peggy Whitson (65), an astronaut with Axiom Space; Shubhanshu Shukla (40), an Indian pilot with the Indian Space Research Organization; and Sławosz Uznański-Wiśniewski (41), a Polish mission specialist, in cooperation with the European Space Agency (ESA) and the Polish Space Agency. Tibor Kapu (34), is a mission specialist, sent by the HUNOR (HUNgarian to ORbit) Hungarian astronaut program.
The mission was part of the transition to commercial spaceflight and being carried out in collaboration between Axiom Space, SpaceX, and the National Aeronautics and Space Administration (NASA).
Hungary participated in the mission with its second astronaut, but the first one to reach the International Space Station, which has been in operation since 1998. Hungarian Bertalan Farkas traveled to space (more precisely to the Salyut-6 space station) in 1980 as part of the Interkosmos program.
BUDAPESTBOOKWEEK 2025 LAUNCHED
The book market has undergone significant changes in recent years, but books as a medium for culture, knowledge, and identity are not disappearing; rather, their role and accessibility are changing, Katalin Gál, president of the Association of Hungarian Publishers and Book Distributors (MKKE), emphasized at the opening of the 96th Book Week at Vörösmarty Square in downtown Budapest on June 12.
The president stressed that “despite the difficult year behind us, there are many stands, about 170, in the square and along the Danube promenade.”
As she said, the cost of producing books is rising, and so are book prices, and readers' attention spans are shrinking, but books as a form of culture, knowledge and identity will not disappear, although their role and accessibility are changing.
She pointed out that the future of the Hungarian book market also depends on the extent to which society and decision-makers value reading as a cultural and intellectual foundation. She added that the future of books is not only an economic issue, but also a shared social responsibility.
An optimistic vision for books requires economic stability, low inflation and adequate purchasing power, as well as education in reading at home and at school, she emphasized.
Domestic corporate sustainability continued to stagnate in the first half of 2025. According to the latest data from a representative survey of domestic companies with revenues exceeding HUF 300 million, K&H's sustainability index remains unchanged at 39 points, unable to break out of the narrow 38-40-point range for the fourth year in a row. The greatest progress has been made in the areas of attitude and strategy. The attitude sub-index rose to 72 points, the highest value in the history of the index. The vast majority of company executives recognize the importance of sustainability considerations, with 97% believing that sustainable operations improve financial performance in the long term. The strategy sub-index also broke a record, rising by six
The heatwave that hit at the beginning of June brought a real travel fever and outstanding results with 288,000 guests, 20% more than last year, seeking relaxation in Hungary at during the long holiday weekend. According to a statement by Visit Hungary, the "king of Pentecost was the ‘Hungarian sea’," with 30% of all domestic guests cooling off on the shores of Lake Balaton during the holiday.
Accommodations across the country recorded 516,000 guest nights, surpassing last year's holiday traffic by 17%. The increase was particularly striking at Lake Balaton, where 78% more international and 37% more domestic guest nights were recorded than during last year's long holiday weekend.
After Lake Balaton, the most popular areas among travelers were the Mátra-Bük region, the Budapest area, and Debrecen and its surroundings.
70% of the country's guest traffic was enjoyed by rural destinations. During the first summer heatwave, 14% more domestic travelers, 169,000 in total, sought relief in the countryside than during last year's long holiday weekend.
After Budapest, most tourists headed for Siófok, Balatonfüred and Szeged. A surprisingly large number of Hungarian guests also visited the capital, where 17% more domestic travelers were registered than last year, spending 9% more nights in Budapest accommodations.
company briefs
NEW SOLAR PARK AT ALSTOM'S MÁTRANOVÁK FACTORY
French multinational rolling stock manufacturer Alstom is greening the electricity consumption of its Mátranovák factory (NE Hungary) with a 1.5-megawatt solar park. In an investment that will replace 23% of the factory's annual electricity demand with green electricity, experts will install 6,600 square meters of solar panels, the company said in a statement.
According to the information provided, the solar panels will provide 1,600-1,700 megawatt hours of green electricity per year for the factory, saving the environment from 617 tons of harmful emissions annually.
The company notes that it began manufacturing bogie frames for metro and railway trains at its Mátranovák factory four decades ago. The products manufactured in Mátranovák can be found in numerous types of trains throughout Europe: in conventional and high-speed trains, suburban trains, locomotives, and doubledecker railway carriages.
Alstom is a key player in Hungarian rail transport and has been present in Hungary for more than 20 years. It is one of the country's largest suppliers of underground trains, having manufactured 50% of the Budapest metro trains for lines 2 and 4, the latter of which are the
TRIBE BUDAPEST AIRPORT HOTEL OPENS
TRIBE Budapest Airport Hotel has opened in the immediate vicinity of Terminal 2 at Ferenc Liszt International Airport. Rooms at the four-star hotel had been available for booking since mid-May, according to an announcement made at a press conference in early June.
The investment costs of the TRIBE Budapest Airport Hotel, developed by the real estate development group WING, are being treated as a trade secret by those involved.
The CEO of WING, Noah Steinberg, highlighted at the press conference that the TRIBE Budapest Airport Hotel was developed close to Hungary's international gateway, Ferenc Liszt International Airport. The investment responds to the airport operator company Budapest Airport's need for capacity expansion and strengthens WING's position in the hotel industry, as well as the airport's importance in Hungarian tourism.
The CEO of the real estate development group explained that the new hotel is a 7-story, 8,000-square-meter building with 167 rooms on six floors, including suites, a conference capacity for 150 people, and a direct connection to the adjacent ibis Styles Budapest Airport hotel, also developed by WING and opened several years ago.
Pauline Oster, Vice President of Accor TRIBE for Europe and North Africa, emphasized that the TRIBE brand provides guests with distinctive, design-focused accommodations. In just under two years, TRIBE has opened its second hotel in Budapest after the TRIBE Budapest Stadium hotel, she noted.
first driverless underground lines in Central and Eastern Europe. In addition, MÁV Hungarian Railways operates 25 Traxx locomotives in its own fleet, and several other leased Alstom electric locomotives run in Hungary. The company has also modernized MÁV-Start's 59 electric multiple units with the latest ETCS L2 train control system, which allows these trains to run more safely and efficiently on Hungarian railways than before, Alstom said.
provide adequate services, and nearby hotels
important role in this.
Csaba Palotai, director of TRIBE Budapest Airport Hotel, pointed out that the hotel is also a meeting point, and they welcome not only hotel guests but everyone to the sky bar on the seventh-floor rooftop terrace.
According to a press release issued at the press conference, the TRIBE hotel brand, founded in Australia in 2017, has more than 20 hotels in operation worldwide in major cities and tourist centers around the world.
HUNGARY’S LARGEST SPECULATIVE WAREHOUSE OPENS
Hungarian fashion brand RETRO JEANS has signed a long-term lease agreement with HelloParks. The brand will establish its new central warehouse in the HelloParks AN1 facility in Alsónémedi (Budapest South), occupying 5,000 sqm. The site is the largest logistics and industrial hall developed so far by the Hungarian-owned industrial property developer and was built in accordance with the highest sustainability standards, HelloParks says in a statement. A well-known Hungarian fashion company will be the first to move into Hungary’s largest speculative industrial building starting in autumn 2025. RETRO JEANS will set up its new central warehouse on 5,000 sqm in the HelloParks Budapest South (Alsónémedi) AN1 hall. The brand has been a stable player in the Hungarian fashion market since 2001. Known for its trend-driven yet timeless, self-designed pieces, the
CONTINEST STRENGTHENS PRESENCE IN THE UNITED KINGDOM
After many years of active presence, numerous successful installations and overcoming significant challenges, Continest Technologies Plc. based in Székesfehérvár, Hungary, a manufacturer and distributor of innovative folding containers, has reached another milestone in its expansion in the United Kingdom. It has signed strategic cooperation agreements with two renowned, longestablished British event service providers: EP Team and William G Search Limited.
These new partnerships represent the launch of a more professional and stronger service infrastructure for Continest's operations in the United Kingdom. EP Team and WG Search will act as official service providers, ensuring that Continest's world-class collapsible infrastructure solutions are available to customers across the country with local support and immediate availability.
Continest has a growing portfolio of prestigious references, including Glastonbury Festival, Formula E London Race, Fanatics, Wembley Stadium, and the UK's largest music and sporting events, and is now taking its operations and service capacity to a new level.
"Our collaboration with EP Team and WG Search is the result of longterm and thorough discussions, driven by a shared commitment to customer-centric service, sustainability, and professional operation," according to Dániel Tegzes, Strategic Director at Continest. "We are not just building a partnership, but a shared future based on common values and a vision for a smarter, greener events and infrastructure industry," he added.
Continest's modular units and technologies, which have already proven themselves at major international events, sporting events, disaster relief zones and military operations areas, will now be even more accessible in the UK thanks to the reliable local presence and expertise of these two new partners.
company now operates at more than 60 retail points across five European countries. By relocating to the AN1 facility, RETRO JEANS aims to further increase the efficiency of serving both retail stores and online customers, supporting its international growth.
“The strategic location of the new logistics center, along with the building’s high technical standards and flexible layout, played a key role in our decision. HelloParks’ development provides a solid foundation for our company’s long-term growth plans and for ensuring fast, reliable service to our customers,” István Barnák, Project Manager of RETRO JEANS, said.
Located in the economic and logistics hub of Alsónémedi, part of the southern Budapest submarket, the 60,000-square-meter BigBox-type AN1 hall is HelloParks’ most significant project to date. Thanks to its location – close to the M0 and M5 motorways and just 20 minutes from Liszt Ferenc International Airport – the building is particularly attractive to automotive suppliers operating along the Kecskemét–Szeged corridor, among others.
The CEO of Budapest Airport, Francois Berisot, pointed out that traffic at Budapest Airport is constantly growing and the number of passengers is increasing, so it is important for them to
also play an
company briefs
MOL LIMO ENTERS THE CLASSIC CAR RENTAL MARKET
Car-sharing company Mol Limo launched its classic car rental service this June.
Mol Limo RENT A CAR is available 24 hours a day, the company announced.According to the statement sent by the car-sharing company to MTI says that it currently operates a fleet
RICHTER YIELDS TO GOVERNMENT PRICE RESTRICTION DEMAND
The Hungarian pharmaceutical company Gedeon Richter Plc. has announced on the website of the Budapest Stock Exchange that “understanding and supporting the Hungarian government's efforts to reduce the burden on patients, voluntarily restricts the price of its nonprescription product Panangin®, a magnesium and potassium dietary supplement and complementary treatment for chronic heart disease and cardiac arrhythmias, from June 16, 2025.”
Under the price restriction, the producer price of the product will be reduced to the level that was in place on December 31, 2024. However, Richter also points out that the final consumer price does not solely depend on the producer price, but it is also influenced by the wholesale and retail price margins, over which the company has no control. The annual impact of the price restriction is estimated to be around HUF 100 million.
Although domestic sales account for only 7% of total sales, the Hungarian market is of particular importance to Richter, where it makes a significant contribution to the stability and security of patient care as a key player in the primary care market, with a market share of around 6.5% by value.
of around 600 cars and that the new service is based on its basic service cars. They added that they will gradually expand the range of models offered for longer periods in line with customer demand.
Mol Limo RENT A CAR is available through the Limo app, without the need for separate registration. The service is deposit-free, the cars can be used to travel abroad, and they can be booked for as little as one day. Cars can be booked up to 60 days in advance, and the rental process is completely digital and
ELECTRIC MOBILITY TEST CENTER AT MOONCITY BUDAÖRS
MOONCITY Budaörs has expanded its activities with an educational service related to electromobility, opening an Electromobility Test Center where practical and theoretical information about electric vehicles can be obtained so that private and corporate customers can determine whether the use of electric vehicles is efficient for them, Porsche Hungaria informed MTI.
In their announcement, they explain that the obstacles to the spread of electric cars in Hungary – high purchase costs, deficiencies in the charging
MAGYAR SUZUKI HAS STABILIZED ITS OPERATIONS
Magyar Suzuki Plc. stabilized its operations despite declining sales revenue, with the decline attributable to excess production in the base year. Magyar Suzuki Plc. CEO Masato Atsumi, emphasized to the press this June that despite the difficulties, 2024 was more predictable than previous years, with both production and sales remaining stable.
Based on sales data, Suzuki is once again the market leader in Hungary, with 2024 being the 21st such year since production began in Esztergom. Competition in the automotive industry is becoming increasingly fierce worldwide, and amid difficult conditions, the company sees the solution in favorable price-value ratios, environmentally conscious production, and its product portfolio, he said. Suzuki wants to offer affordable mobility to as many customers as possible amid the transformation of the automotive industry, and to this end, it considers digitization, production automation, and strengthening competitiveness to be important tasks, the CEO added.
contactless. The car-sharing company says Mol Limo RENT A CAR vehicles can be taken to Austria, Slovakia, Slovenia, Croatia, the Czech Republic, Germany, Poland, Romania and Italy. The selected countries cover the most common destinations of Hungarian users.
Mol Limo currently has more than 130,000 registered users. It is expected that when the RENT A CAR service launches, existing carsharing customers will be the first to take advantage of the new opportunity, they noted.
infrastructure, and mistrust of the technology –require thorough information and the opportunity to gain authentic experience.
“The aim of our test center is not only to showcase the vehicles, but also to provide a clear, practical introduction to the entire electric ecosystem, including charging options, energy supply issues, and usage habits,” the managing director of Porsche Hungaria, Tamás Wachtler said in the statement.
During test drives, interested parties will be given a detailed presentation of the car and the everyday use of charging technology. By learning about the complex technology, customers will be able to determine, without prejudice or misconceptions, whether electric mobility fits into their lives and which car type, charging infrastructure, and additional solutions are ideal for them.
The MOONCITY electric mobility knowledge and experience center was opened at the end of 2023 by Porsche Hungaria, the Hungarian importer of Volkswagen Group brands. The center serves as a showroom for MOON charging solutions, and visitors can learn about various electric car charging solutions, charging infrastructure, energy management systems, and the latest developments in green mobility. The Budaörs center also functions as a sales point for electric cars, a public charging station, and a high-tech event venue.
1.9 billion, following almost EUR 2.6 billion in the previous year, while the total value of imported cars, motorcycles and spare parts was EUR 348 million last year.
Last year's pre-tax profit was EUR 3.7 million. Costs have fluctuated in recent years, and pricing has not always been able to keep pace with their rise. In 2024, the combination of rising raw material and spare part prices and market-expected discounts affected results, while energy costs fell by 62% in relative terms compared to the 2022 peak, the Operations Director said.
Operations Director Ildikó Gyurján Fejes reported that net sales of EUR 2.25 billion were more than 21% lower than in 2023. Sales from the domestic market increased to EUR 301.8 million from EUR 272.6 million in 2023, exports amounted to EUR
Deputy CEO Róbert Krisztián stated that Suzuki sold 123,369 cars in 123 countries last year. A total of 116,500 were manufactured in Esztergom, of which 106,940 were exported, with most vehicles still being sold in Europe. The continent's car market is stagnating, yet Suzuki's market share has grown from 1.5% to 1.6%.
analysis
THE NATO SUMMIT AND WHAT MAY COME AFTER IT
NATO MEMBERS TO INCREASE THEIR DEFENSE SPENDING TO 5% OF THE GDP BY 2035
BY TAMÁS MAGYARICS
It was arguably the shortest, but it was also arguably one of the most consequential summits in NATO’s 76-year long existence. Its closing communiqué was very taciturn too: barely 400 words. However, it speaks volumes what has been left out, or what has been touched only tangentially in the document.
What is 5% exactly?
President Trump did not mix words. He demanded, and has received, at least verbally, commitments by the NATO members to increase their defense spending to 5% of the GDP by 2035. However, the devil is in the details. The NATO partners have been promising to increase their defense-related budget since the 1990s, and not much has been done yet, except for some East and Central European countries, foremost among them in Poland. In fact, most of them took out a ’peace dividend’ arguing that the Russian threat had faded and thus, there would be no need to invest into defense. The leaders of the large West European countries, as well as those of the European Union, have not been particularly famous for their foresight in the past few decades; they were wrong in this question besides a number of other ones of existential importance too. So, this 5% is actually 3.5% plus 1.5%; the latter figure refers to the share to be spent on defense-related issues such, among others, as infrastructure, cybersecurity, and the like. In point of fact, Spain has already opted out of this 5% threshold;
President Trump threatened Madrid with trade restrictions and higher tariffs; it remains to be seen whether the shaky leftist government is able to withhold the American pressure.
10 years is a long time
Another problem is the time frame: ten years is a long time in politics (even a week is in accordance to a saying attributed to former British Prime Minister Harold Wilson). First, the international situation may change dramatically, and the countries have to adjust themselves (and their budgets) to it. Second, it is a sure bet that none of the present leaders will be in office in ten years; besides the personal changes, major party realignments are also in the cards in some of the larger European countries. Third, no matter who and which party will be in office, a drastic increase in defense spending means, by definition, cutting back some other expenditures – and this scenario is not likely to be going down well with certain segments of the voters. The likely winners will be the U.S. defense contractors: the Europeans simply do not have the necessary capacity and capability to meet the requirements of almost doubling the defense-related outlays in such a short time.
Sharing the burden
However, if the promised increase in defenserelated expenditures actually take place, it may as well play into the hands of Donald Trump (and his successors), who have been long demanding that the Europeans take larger responsibility for their own, and of their neighborhoods’ security too. (The debate’s maiden name is
’burdensharing’.) In this case the U.S. will be able to concentrate his resources to today’s main ’frontline’, that is, the Indo-Pacific region. The downside is, from the American point of view, a sort of European ’strategic autonomy’ – a decade-long desire by especially the French from Charles de Gaulle to Emmanual Macron. The one-million-dollar question is in this case to what extent a more independent Europe is willing to be playing second fiddle to the U.S. – however, the smart money is on that the current relationship between a senior partner and a junior partner will not change a lot.
The Ukraine issue
Of course, much of the speculations before the summit was revolving around Ukraine. Volodimir Zelensky’s invitation to the official meeting was vetoed by a few countries, foremost among them by the United States. It foreshadowed that Kyiv would not get an invitation to join the Alliance – in fact, senior U.S. officials, including, among others, Secretary of State Marco Rubio had already indicated that Ukraine’s membership is not an issue for the time being… Ukraine received only a brief reference in the final communiqué to the effect that the Alliance’s security is intertwined with that of Ukraine. The ’how’ has been left to imagination. In reality, Ukraine seems to be playing the same role for the West and for Russia in a way: both of them are looking at the country as a buffer zone, providing ’security depth’ against the other. This hard fact is wrapped inside polite diplomatic terms on the Western side, and not so polite words on the Russian one. Ukraine is much more a policy taker than
a policy maker in high politics. On the other hand, President Zelensky (though his claim on the title is rather tenuous) did get a one-on-one meeting with President Trump. The chemistry between the two leaders was much better than a few weeks ago in Washington, but the Ukrainian leader did not seem to get too much in real assistance beyond the friendly atmosphere and Trump’s comment that Vladimir Putin is a ’complicated negotiator’ – which is only stating the obvious.
Europe losing global importance
The 5% demand, as well as the suggestion that the Europeans should bear the bulk of the burden of the aid to Ukraine, indicate that Washington is turning its attention to the global contest between the U.S., China, and Russia; and as for the geographic dimension, the Indo-Pacific will be enjoying clear priority over the Atlantic region. The long decline of Europe’s importance in global politics, which started after the collapse of the Soviet Union when Europe ceased to be the front line between the two superpowers, is continuing. Overall, liberal internationalism, with its international institutions and multilateralism, seems to be giving way to a sort of Realpolitik pursued by the major actors in the global world. The milliondollar question is whether this shift will be defining power relations in the future, or there is a chance of the return of a liberal world order. China and Russia are clearly in favor of a revival of 19th century-style power politics. If the U.S. joins them, the above question will be moot.
Tamás Magyarics is a foreign policy analyst
VISTAJET AS A STRATEGIC PARTNER IN ACCESSING EMERGING MARKETS
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VistaJet’s innovative business model has attracted world leaders, ultra-high-net-worth individuals, global corporations, and discerning private clients – all of whom benefit from the flexibility and control of a membership-based approach, paying only for the flight hours they actually need.
With guaranteed aircraft availability in as little as 24 hours, VistaJet offers a compelling alternative to full ownership and fractional programs – or, at the very least, a strategic supplement. By removing the costs, complexity, and long-term risks associated with owning an aircraft, the VistaJet Program continues to gain popularity among those seeking smarter, more efficient ways to fly. Memberships start at 25 flying hours per year, scaling up to 50 hours or more, with fully bespoke options available for corporations requiring services like dual aircraft usage or supplemental lift.
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BY SÁNDOR LACZKÓ
This is not the first time Jonathan Lacôte, who presented his credentials in this country last September, serves at the French embassy in Budapest, he even learned some Hungarian before. He tells Diplomacy&Trade that “it's been a long story between Hungary and me, or me and Hungary. Actually, I was very much marked by the events of 1989, a year when France was celebrating the bicentenary of the revolution but other developments were also going on in East Central Europe. I very vividly remember the human chain across the Baltics on August 23, on the 50th anniversary of the Ribbentrop-Molotov Pact. And I do remember on October 23 Hungary being proclaimed a republic here in Kossuth Square in downtown Budapest with the previous regime being sent back to history. So, there was a strong dynamic going on this year, with the fall of the Berlin Wall, the Romanian Revolution and all the other developments. So, I was very much interested in this region as a whole. I also remember the Pan-European Picnic breaching
the Iron Curtain as Hungary was always ahead in democratization in the region and then was a front runner in the EU accession process. In 1993, I decided by mere curiosity to come here as a trainee at the French Embassy – it was a very short stay actually, not more than two months, but enough for me to catch a ‘virus’ here in this country, including appetite to learn the language, read most of the Hungarian literature translated into French, watch most of the Hungarian movies available on DVDs and I am quite familiar with the country. Even though I was posted as a diplomat later on in Serbia and in Montenegro, I never lost contact with Hungary. This may have played a role in my appointment as ambassador here, but it is a great opportunity. So, I'm happy each time I travel to a city to say to the mayor that it is not exactly my first time in the city that I had already been there 30, 25 or 20 or 15 years ago. But nevertheless, I think that being appointed as ambassador in a country is always in a certain way starting from zero. We need to have a full vision of the bilateral relations in all its dimensions and that's something I wasn't necessarily acquainted with. It is important to look
to the future. Yes, I remember the French Institute when it was brand new 30 years ago. Now, I want to work on what it will be like in 30 years when the building will be celebrating its 60th birthday. And I think this is an important dimension of my mission
here is not to be drowned in everyday politics in a country, which produces lots of internal politics, arguments, debates, etc. It's to work on the bilateral relation between our two countries and to look at how this relation will develop in the long term.”
Long-standing partners and allies
The Ambassador stresses that it is a strong cement between the two countries to have long been partners in the EU and allies in NATO but this also leaves room for a strictly bilateral relation. Between 1989, even before, and the moment Hungary became member of NATO and then that of the European Union, the two countries built a strong relationship with strong instruments like cultural institutes in respective cities. Many French companies came to this country before it became member of the European Union. He is of the view that the bilateral ties have several pillars, which are important for both countries. Cooperation in the field of energy, and notably nuclear energy, is one of these because a number of French companies are involved in the development of nuclear energy in this country, be it on fuel, be it on construction of the new plant, be it on treatment of nuclear waste. Another pillar would be defense. “We do have strong defense cooperation with Hungary, including contracts in the field of armament, and we do have other pillars, like agriculture where the two countries are exactly on the same line when it comes to protecting the common agricultural policy, when it comes to trade agreements with other parties and more generally speaking, importance given to agriculture, food security and food sovereignty. Also, we are two countries that give strong importance to culture, to the cultural identity, to the protection of cultural goods, countries in which books are important, where independent cinema, nationally produced cinema is important, where architectural heritage is important. For us, French Embassy, there is a Hungarian audience to go that we must reach to. We have to look beyond Budapest because Budapest is not Hungary, Hungary is not Budapest,” he adds.
Keeping up strong political dialogue
One important step in bilateral relations was this spring when President Macron received Prime Minister Orbán in Paris. Talks were dominated by issues of European security, the Russian aggression in Ukraine on which the Hungarian government has a stance different from France and most of the EU countries. However, as Ambassador Lacôte notes, that meeting was one among many others. “Since I arrived last summer, they actually met three times, not to mention the number of times they have seen each other in Brussels during EU meeting. Indeed, because we are partners in EU and allies in NATO, we consider that we must talk about every single topic and precisely those topics on which we are not totally in agreement – the perception of the ongoing conflict in Ukraine is one of them. The expression 'camp of the peace' is very much used in Hungary. I think there is no doubt that France is in the camp of peace, just that we may have a different approach, considering that if there is no peace today, it is mainly because somebody in Moscow does not want this peace. So, we are just as supportive as Hungary may be to the efforts made by President Trump to bring the two parties to the same table. But what we see is that one party is less eager to enter negotiations for a ceasefire and then for a long-lasting peace than the other. Until we have this situation, France will be very much in support of Ukraine: military support, but also support for its internal reforms and long-term perspective of accession to
french focus
the EU. It is precisely these topics that the French President and the Hungarian Prime Minister discuss when they meet, and our belief is that it is precisely useful to talk to those who don't necessarily agree with you, and this is a choice made by France to keep a very strong political dialogue with Hungary.”
Long-standing economic presence
French companies make up a large investor community in Hungary. Indeed, France is the fifth largest investor in Hungary, almost 50,000 people work for French companies in this country. The Ambassador emphasizes that the main characteristic of the French companies is that they have become Hungarian and local. “I think almost 98% of the employees are Hungarian and the management of these French branches here in Hungary are also Hungarian. These have been long-term investments, some of them made over 30 years ago. Another characteristic of the French economic presence in Hungary is that we are present in every sphere very much like the French market itself. We have, of course, retail trade, pharmaceuticals with several companies involved and production sites in Hungary as well as research and development, so with high added value. Budapest’s main airport, owned by the government, is now run by a French company. During the last months, I have visited very diverse French companies in Hungary, be it food processing firm, including cheese, be it fabrication of ceramics, plates, very high standards with very high added value, be it luxury equipment for very famous foreign car brands and it's a source of satisfaction that French companies
are present in these various sectors. Of course, they are very sensitive to the evolution of the local economic situation, of the local market and also of the government regulations.”
The Embassy is always in very close contact with the French companies here so that they can operate in the best conditions and, if necessary, have access to the Hungarian government to put their points forward. As to what impressions he has had when talking to French firms here, Ambassador Lacôte says that “the economic environment is tough for everybody. It is not only about the Hungarian environment, it is the regional environment, the international environment with now threats of tariffs by the Trump administration. Our role as embassy is to help these companies mediate with the government if they feel that certain regulations create difficulties for them to operate in good conditions. My impression, through the French Chamber of Commerce in Hungary, which has more than 500 members, is that French companies are happy to operate in Hungary – and it better be so because the market is extremely competitive. I think the advantages of Hungary are its geographical position and the quality of the workforce.”
Culture and human contacts
Cultural relations between the two countries date back many centuries. This is an important sphere for the Embassy as they encounter a very receptive Hungarian audience. “We are two countries that cherish culture, history, traditions as well as creativity. So, in this field, we do speak the same language. We have, I would say, multi-faceted cultural activity here. One of the biggest French
institutes in Europe is in Budapest, promoting activities outside its own walls as well. For instance, the Comédie Française recently performed in the National Theater. We pay a great attention, as I mentioned, to having activities outside of Budapest. This March, we had the month of the Francophonie –whereas in other countries, you have a week, or a day, of the Francophonie – and we paid great attention that the majority of the events that we organize with other partner embassies and with many Hungarian partner institutions, be organized outside the capital,” the Ambassador states.
He adds that when they promote French culture, French language, Francophonie in general, they very often do it with Hungarian partners. “The Opera was kind enough to play Faust by Gounod on the day of Francophonie, there were many other events promoted by very important state, municipal and independent institutions of culture. As I said, our objective is to reach out precisely to those Hungarians who don't have a personal history with France. We have very long cultural history connections. So many Hungarian artists, writers, poets – like Attila József or Endre Ady – lived in Paris, they all have memorial plaques in the streets there. I believe it's important to look at these chapters of our common history, which, especially in the first half of the 20th century, was not that easy. All that radically changed after 1956, when Hungary became very popular in France, and then, 1989 also has an influence on the positive image of Hungary – we have to capitalize on this.” He mentions that very recently, he visited a museum in Balatonboglár, which holds the memory of French soldiers who escaped from German camps in WWII and were warmly welcomed in Hungary, found shelters, even found families and had a very safe life. He believes it is important to focus also on these very positive chapters that have existed between the two countries. “Hungarians welcoming the French during World War II, and then French welcoming quite a number of Hungarians after 1956, this would generate very strong cultural ties. For instance, we pay a great effort to translating French books, be it literature or be it human sciences, into Hungarian, several dozen every year. We call it the Kosztolányi program because Hungarian poet Dezső Kosztolányi was a great translator from French to Hungarian and I can testify as a reader that there are so many books, also translated from Hungarian to French and very successful with the French audience, be it Sándor Márai, Magda Szabó, Imre Kertész, László Krasznahorkai and all these names which are also very famous in Hungary. So, culture is far from something peripherical. It's something absolutely central in the bilateral relation, it is also about connecting people. Tourism is another important source. Half a million French tourists visit Hungary every year. This plays a huge role in making the country more familiar for the French audience. More than 300,000 Hungarians also visited France last year and the trend this year is very positive. So, all this goes down to human contacts between the two peoples. I always say that the Embassy does not have the monopoly of bilateral relations, far from that. We are now in a situation where our role is to facilitate other players to be in contact in the current context. This works from the highest level where our leaders meet on a very regular basis to the ordinary people who are eager to discover the country of the other.”
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“We believe that the French-Hungarian Chamber of Commerce and Industry here in Hungary is a catalyst for the Francophone business community, where all the knowledge necessary for starting a business in Hungary is available in one place, or which can be of great help to a Hungarian company expanding its activities in France. In this perspective, we offer all the information from one place, in one location and regularly updated. This activity is supported and made with strong cooperation and agreement of French embassy and its economic counsellor with information on French corporate life, as it is also in France's interest that Hungarian-French relations expand within the European Union,” the CCIFH President points out. “We are confident that, although bilateral relations are currently solid, French investors will regain the fourth place in Hungary in terms of the volume of investment, a position that they had had for a long time but have been overtaken by Asian investors in the past two or three years. We are confident that France aspires to regain a higher position in this ranking”, he adds.
High-quality events
The Chamber supports relationship-building between French and Hungarian businesses, provides corporate development services and professional events. Regarding the tools and infrastructure available for these initiatives at the CCIFH, Director Ágnes Ducrot highlights two events that reflect the two directions mentioned by László Károlyi. “On September 30, a Hungarian-French Business Forum will be held in Budapest – the third such event – where we will be seeking new Hungarian suppliers, either direct or indirect, for four French companies: Sanofi, Michelin, Valerio and Alstom. This represents one direction: identifying Hungarian suppliers for French firms. The other direction was exemplified by the Central and Eastern European Business
Forum held in the French Senate earlier this July, featuring a roundtable discussion where French companies already established in the region shared their experiences and presented their activities in Hungary and neighboring countries. In the afternoon, B2B meetings took place between French companies interested in the region and professional stakeholders like ourselves – a high-level event that clearly demonstrated the attractiveness of Hungary and the broader region.”
Building a business community
The French-Hungarian Chamber of Commerce and Industry primarily has long been involved in building a business community. “We organize nearly 40 events annually, with a total of over 2,000 participants. Our events cover a wide range, from small business clubs with 10-15 members to gala evenings with 450 guests, covering all aspects of the event spectrum: business relationship building, business networking, business lunches, conferences, roundtable discussions with invited ministers or other ministry representatives. This is one aspect of our work, where four colleagues collaborate to keep things as dynamic as possible. The other aspect is business networking, meaning the Chamber’s business development services. In this area, another four colleagues operate along sectoral lines, mapping the Hungarian economy by industry and supporting Hungarian companies entering the French market, as well as French firms expanding into Hungary”, she highlights. Ágnes Ducrot finds it important to emphasize that they work in close cooperation with all their partners in both Hungary and France. “This includes the business community, the French Institute when cultural matters are at stake, the French school in the field of education, and the Embassy on diplomatic issues. In Hungary, we maintain excellent working relationships with all
A CATALYST FOR THE FRANCOPHONE BUSINESS COMMUNITY
FRENCH CHAMBER WORKS CLOSELY WITH PARTNERS IN BOTH HUNGARY AND FRANCE
The French-Hungarian Chamber of Commerce and Industry (CCI France Hongrie – CCIFH) will celebrate its 35th anniversary next year. On its website, it encourages its current and future members to boost their business with the participation and assistance of the Chamber. The organization's president, László Károlyi, and its director, Ágnes Ducrot, tell Diplomacy&Trade what kind of partnership they can offer to achieve this.
stakeholders of the French-Hungarian community – and the same applies in France where we represent numerous Hungarian organizations. In addition, we have strategic partnerships with Hungarian institutions. A good example in the field of trade relations is our collaboration with the export promotion agency, HEPA.”
Businesses need certainty
Regarding how the chamber, its members and the French companies here view the investment environment (regulations, taxes, etc.) in Hungary, the CCIFH President stresses that every business wants a stable regulatory environment and predictable future. “First of all, Hungary is a small country, so if something happens on the international stage, it is certain to have some impact on Hungary. This makes the environment a little unstable, but if we still consider the international scene, we know that we are currently in a very uncertain business environment, with sudden decisions being made in business and global politics. In this environment, Hungary is currently facing significant uncertainty, which is further compounded by the fact that the Hungarian economy has been in a technical recession for almost a year now, a situation that hinders business activities here. Of course, this sometimes means a lot of new legislation, and what specifically affects businesses are tax regulations, special taxes and price margin regulations, which create a rather difficult situation. It depends on the nature of the business which area is primarily affected. When it comes to commercial companies, we collaborate with various mixed chambers to communicate the companies’ perspective to the government. If such regulation is necessary, then it is important to know when it will end once it has started. The most
important to have the opportunity to raise questions, to highlight pain points and to keep a live link between business and government.”
For a more predictable business environment
The Chamber can convey these messages with varying degrees of success. The point is that there should be no sudden changes because those cause unpredictability and hurt profitability. “We here at the Chamber planned and implemented the formation of professional committees, although we are not yet completely satisfied with how they work. In the areas where the Chamber is most involved, the largest firms are involved, i.e. where there are several companies in a professional field, such as the pharmaceutical industry or the energy sector, it affects everyone. We are working on professional proposals with the involvement of companies operating in the given field. At the start of the year, we usually organize an event together with several chambers, to discuss the economic outlook. This opening meeting of the year not only provides an opportunity for the minister of economy, Márton Nagy, to present the forecasts for the given year and the expected government measures, but it also gives the chance to large companies to meet with the minister in a smaller circle, and we pass on requests of this nature or any other nature, or exchange information. This year, the minister said that he was expecting proposals or suggestions that offered a solution, because he stated that businesses know their own field better. In support of this request, we are trying to compile specific details through professional committees and submit them as proposals, which we believe will contribute to a more stable, predictable, and manageable business environment for our member companies. Politically, these efforts have met with varying degrees of success –sometimes greater, sometimes lesser,” the CCIFH President concludes.
photo by
DÁVID HARANGOZÓ
Sanofi is an R&D driven, AI-powered biopharma company committed to improving people’s lives and delivering compelling growth.
We apply our deep understanding of the immune system to invent medicines and vaccines that treat and protect millions of people around the world, with an innovative pipeline that could benefit millions more.
Our team is guided by one purpose: we chase the miracles of science to improve people’s lives; this inspires us to drive progress and deliver positive impact for our people and the communities we serve, by addressing the most urgent healthcare, environmental, and societal challenges of our time.
Sanofi in Hungary has exceptional circumstances, as we simultaneously engage in manufacturing, service, and commercial activities. Our sites operate in symbiosis, strengthening our footprint in the national economy. We employ more than 2,000 people in Hungary across pharmaceutical manufacturing, commerce, clinical trials, and business services.
Our Global Business Solutions Center, the Sanofi Budapest Hub, headquartered in the capital, has been growing dynamically in both headcount and scope of activities since 2019. Within the Budapest Hub, a diverse culture of 65 nationalities of 1,600 colleagues, provide services not only to Sanofi ’s Western European, North American, and Middle Eastern organizations but to all Sanofi Global Operations. The HUB’s unique feature lies in its multifaceted approach, providing services across Finance & Accounting, People Services, Medical Services, Procurement, Digital, R&D, and Manufacturing & Supply. This diverse portfolio allows us to support Sanofi’s global operations, driving impact at a global scale while maintaining local relevance.
On June 6, 2024, the sale and purchase agreement for Budapest Airport Ltd., the operator company of the Hungarian capital's Ferenc Liszt International Airport, was signed. The Hungarian state acquired an 80% stake, while French co-investor VINCI Airports acquired 20%. As of the same day, François Berisot was appointed as the new CEO of Budapest Airport. He has more than two decades of international aviation experience, having spent the previous five years in Belgrade as the CEO of Nikola Tesla Airport, which is also part of VINCI Airports.
The CEO now tells Diplomacy&Trade that “the teams at Budapest Airport are very professional and competent, that is what really impressed me when I joined a year ago. I was also very quickly impressed by the strong sense of community among all parties and stakeholders at the airport.”
He adds that for the past year, he has been working with all the staff at Budapest Airport, as well as with its partners, to put the airport in the best possible position to face up to the major challenges: “on the one hand, the preparation and construction of our new Terminal 3, and on the other hand, our ability to develop over the next years, before Terminal 3 can arrive, while ensuring the best possible service for our customers. From this perspective, my expectations have largely been met. We are opening a new, exciting page in the history of Budapest Airport.”
A major airport in the region
At the takeover, it was stated that "the company is on an upward trajectory, with a good chance of increasing its regional influence." After a year, the CEO continues to share this statement. “2024 was a milestone year for the airport, we served a record 17.6 million passengers, surpassing both 2023 and our previous all-time high in 2019. Passenger numbers have continued to grow strongly in 2025, with 9,071,236 passengers in the first half of the year alone – 15% more than last year.
He stresses that cargo operations are also developing extremely dynamically, to the point that this airport has now become a leading air freight hub in Central and Eastern Europe. “This growth confirms our positive outlook and regional ambitions. Ferenc Liszt International Airport was named Europe’s best airport in its category by Airports Council International, based on passengers’ experience and feedback,
for the second year. Skytrax recognized us as the best airport in Eastern Europe for the twelfth consecutive year – a clear proof that we are on an upward trajectory and ready to strengthen our regional role further.
Additionally, we have a recordbreaking offer for the summer schedule, with 200 flights to 136 destinations. The growing number of destinations accessible from Budapest’s main airport underscores not only the popularity of the country, but also the significance of it being a major airport in the region.”
During the peak summer period, daily traffic can reach 60,000 passengers and almost 400 flights.
“To meet this growing demand, we are continuously expanding our infrastructure. The refurbishment of the main access bridge and the pickup and drop-off area is underway, to better handle future traffic. The capacity of Terminal 2 is being increased until Terminal 3 is built; the passenger hall area is expanding, we now have 36 self-service baggage drop-off kiosks, and early baggage drop-off is available with several airlines. Security screening has also been upgraded with new body scanners and improved processes, ensuring shorter waiting times for our passengers,” the CEO notes.
Global expertise
As the world’s largest private airport operator, VINCI Airports operates more than 70 airports in 14 countries across the globe and works with more than 300 airlines worldwide. The density of this network, together with the variety of our airports, make this competence almost unique. This know-how and expertise are directly accessible to Budapest Airport, on all fronts: organization, technology, innovation, sustainable development, services, airline and route development, etc. “As I mentioned earlier, this summer, we are proud to
offer more destinations than ever before, supporting both Hungarian travelers and inbound tourism.
Budapest’s growing attractiveness and VINCI Airports’ global knowledge together ensure that we continue to develop as a leading airport in the region,” François Berisot points out.
Excellent global connectivity for cargo
Cargo operations at the airport are also developing extremely dynamically. The CEO highlights that “thanks to continuous infrastructure development, network expansion and global best practices, our airport has become a leading air freight hub in Central and Eastern Europe. The volume of air cargo also showed spectacular growth; the 34,994 tons of cargo handled in June was nearly 40% more than in the same period last year. This figure for the first six months thus reached 199,319 tons, representing a 50% increase compared to the period from January to June 2024. Major partners like Cargolux, Turkish Cargo and Qatar Airways Cargo ensure excellent global connectivity. Our achievements were recognized when Ferenc Liszt International Airport was named European Cargo Airport of the Year at the Payload Asia Awards in Singapore.”
Caring for the
environment
The operation of the airport obviously puts a burden on the environment. As to what sort of measures Budapest Airport applies to alleviate this, François Berisot stresses that “at VINCI Airports, we believe mobility is essential to open up a region, boost its economic and social development, create opportunities and empower people, both individually and collectively. The idea of fostering and facilitating connections between regions, countries and communities is what drives us each day. At the same time, it is our responsibility to make
our airports safer, more sustainable, inclusive and accessible to all.”
In line with VINCI Airports’ environmental policy, the goal is to cut direct CO₂ emissions by over 90% by 2030 and reach ACI Europe’s highest carbon accreditation level, certifying net zero carbon for direct operations and addressing indirect emissions as well. To achieve its goal, Budapest Airport pursues a coherent strategy to reduce the environmental impacts of the airport, by providing green energy, promoting e-mobility and energysaving measures.
An important milestone was the introduction of sustainable aviation fuel (SAF). From January 2025,
airlines have access to SAF at the airport through its certified subsidiary, Airport Fuel Supply Ltd.
“Our noise protection program, launched in 2022, continues to support around 4,000 neighboring properties, developed in close cooperation with local municipalities, to best meet residents’ needs. We are also very active in waste management, where our goal is to reach zero waste to landfill by 2030, in biodiversity protection, where, for instance, our aim is to completely eliminate the use of pesticide at the airport, and water management, where our ambition is to reduce water consumption as much as possible,” the CEO concludes.
ELEGANCE IS A JOURNEY.
french focus
THE DEPOSITARY OF FRENCH CULTURE IN HUNGARY
CULTURAL CENTER ORGANIZES BILINGUAL PROGRAMS TO CATER TO HUNGARIANS AND FRENCH ALIKE
Established in 1947, the French Institute in Hungary is one of the oldest foreign cultural centers in Budapest. It has lived through many events in Hungarian history over these years, has organized numerous programs and collaborations, having moved within the city several times.
The Director of the French Institute, Matthieu Berton, who is also Cultural and Cooperation Advisor at the French Embassy in Hungary, recalls that the creation of this institute in 1947 was important because it was the first cultural center to open in Central and Eastern Europe for France after World War II. The center was first located on the Pest side of the capital but an idea of building a new institute appeared in 1981-82 after the election of Francois Mitterrand, the socialist president of France. With his support, negotiations were conducted with the Hungarian government and an architecture competition took place in 1984 with the renowned French architect Georges Maurios winning the project. The modern, 4,000-sqm building that has housed the French Institute ever since was inaugurated in 1992 in a prime spot on the Buda side of the Danube.
As the Director tells Diplomacy&Trade, “this is very important for us because I believe this is now an iconic building of Budapest. Its architecture and location give the institute very strong visibility and an important role in Hungarian cultural and intellectual life.” He also mentions another significant date in the history of the institute: 1956 “when the then director, Guy Turbet-Delof, helped to save Hungarian artists and artworks during the revolution. There has been academic work on his activities, on his life that will be the theme of an exhibition we will organize next year.”
Versatile activities
The French Institute in Budapest is to promote French language and culture and to encourage cross-cultural exchange by also presenting European values.
“This exceptional building of 4,000 square meters has great facilities such as a 200-seat auditorium where we can organize a lot of shows, performing art and a conference lecture workshop as well as movies twice a week and during festivals. We also have a three-floor major library with more than 30,000 books. We buy new books every year, so it's not only books from the 1990s. And, of
course, we also have a language center with nine classrooms,” he highlights.
“The Institute has a very strong network of Hungarian partners who support our work every day or organize their own French related events – not only in Budapest. As for finance, we receive funding from the French Ministry for Europe and Foreign Affairs in Paris with around 50% of our budget coming from that source. And we also generate our own income, especially with French language courses for more than 1,500 students – children and adults alike – every year. We have a team of around 40 people working here at the French Institute in Budapest, the majority of them are Hungarian,” Matthieu Berton says.
school programs. There are ten bilingual sections, which are key for promoting French language education in Hungary. We also support French as a second language, especially in the big cities. During the Month of Francophonie, for four or five weeks in March every year, we organize together scientific and cultural education events and programs here at the French Institute as well as in Hungarian cultural institutions, also supporting a lot of events in Hungarian high schools where French is taught.”
Not just in the capital
Of course, many of the events organized by the French Institute take place in Budapest “because Budapest is Budapest. It's a city of close to two million people and a lot of major institutions. However, we also work in other parts of the country because Hungary is not only Budapest, and I am the director of the French Institute in Hungary and not in Budapest.
We focus on major cities where we have Alliance Française, which is a small association to promote French culture and Francophonie (in Pécs, Debrecen, Szeged, Győr and Miskolc) as well as Veszprém with which we built a very strong connection when it was one of the European capitals for culture in 2023. We work with cultural institutions like Agóra in Veszprém or with the Vasarely Museum or the Zsolnay Center, both in Pécs. We cooperate with high schools that have bilingual programs in eight cities in Hungary and with the French department in three provincial universities (Pécs, Szeged and Debrecen), where French is taught. You can become a translator or a teacher if you go to one of these universities,” he points out.
Bilingual programs for everybody
The institute also serves as a hub and second home for thousands of French people living in Hungary. Matthieu Berton underlines that “officially, there are about 2,500 French citizens living
Supporting French language education
The Institute works very closely with French-speaking embassies in Hungary, especially with those of Switzerland, Canada and Belgium, but also with Moroccan, Lebanese and some other French-speaking embassies here. The Director stresses that “together, we form the group ‘Les Amis de la Francophonie’ (The Friends of Francophonie). We organize a lot of meetings and coordinate our action to support French language education in Hungary while respecting the role of the Hungarian authorities. We are not in charge of linguist policy, but we support education and we focus on maintaining and developing high
in Hungary but the real number is probably closer to 4,000. Some of them are not registered and a lot of them are students who are here only for six months or a year. Many of them come regularly to the French Institute where all of our programs are bilingual, that is, easy to follow, even if you don't speak Hungarian, because some of the French don't speak Hungarian. People also enjoy borrowing books from the library, relaxing at the café we have here at the French Institute. The top event of the year, of course, is the Bastille Day Street Ball that has been organized annually since the opening of the Institute. There are around a thousand people coming for this free street ball, a very big and festive event for the whole French community in Hungary.”
Events throughout the year
Looking at the busy schedule full of various programs in 2025, the Director highlights the Francophone film Days, which took part in March, and “was a great success again this year with thousands of viewers all across the country watching around 30 new movies from 2024 or 2025 in one of the biggest movie festivals in Hungary, an event we are very proud to have been organizing for many years. Right now, we are also equally proud to present a major French contemporary art exhibition at the Ludwig Museum here in Budapest. It is the largest exhibition of its kind ever shown worldwide with the works of 17 award-winning French or Francebased artists presented.”
As for cultural and scientific events in the rest of the year, he stresses that “possibly in October, we will organize an environmental month and it will be an important moment because it will be the 10th anniversary of the Paris Agreement. We have already organized a lot of cultural and scientific events dedicated to environment, applied to AI or some other topics. Also, we launch a new concert series here at the French Institute from September.”
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EDUCATING FUTURE EXECUTIVES
A SCHOOL, WHICH KNOWS EXACTLY WHEN AND HOW TO CHANGE ITS STRATEGY
The Budapest campus of the renowned French management school ESSCA offers professional business education and humanistic values in a great international atmosphere. According to its mission statement, ESSCA creates knowledge and develops responsible managers and entrepreneurs, while fully considering planet boundaries, and the human, ethical and economic dimensions of organizations in a sustainable and multicultural environment driven by technological trends or social innovations.
Professor Dr. Zsuzsa Deli-Gray, Director of ESSCA’s Budapest Campus, which dates back over three decades, recalls that “our strategy for the period 2020-24, called Odysseus, was based on three main pillars: (1) ‘innovation’ serving stakeholders, meaning that we offer innovative solutions in new innovative ways not only to students but to all stakeholders that benefit society as a whole;(2) ‘organizational design’ in order to maximize the efficiency of all of our activities (3) ‘quality’, which forms the basis of all our activities: quality education, quality processes; quality in how we interact with our stakeholders and quality of how we fulfill our social responsibility.”
Revised strategy
The coronavirus pandemic in 2020 changed the healthcare and geopolitical systems so much that ESSCA reviewed its strategy two years later. The Campus Director elaborates that “we have opened
new campuses in Europe and further strengthened our commitment to sustainable development and CSR. In fact, we have reinforced the role of education in helping our students learn, work and think in an increasingly responsible manner. We have strengthened our programs by incorporating the appearing new challenges and new environmental conditions, and we have begun rebranding the school.” She points out that in 2025, the school developed a new strategy called 'Kairos 2030'. The word ‘Kairos’ comes from ancient Greek, defining the precise and unique moment when decisive action is possible. It symbolizes the ability to identify unique opportunities when circumstances are met in order to act. This is also apt because ESSCA believes that in this uncertain, changing environment, which at the same time presents more and more unknown opportunities, it is necessary to seize these kinds of unique chances for the school to develop further and become useful
and precious to the public. “The four pillars of our Kairos 2030 strategy are (1) innovation in research, programs and pedagogy; (2) internationalization; (3) operational effectiveness; and (4) employer branding and institutional outreach.”
KAIROS can also be interpreted as an acronym. ‘K’ stands for knowledge, which is at the heart of ESSCA’s mission to create and transfer knowledge to students and share this knowledge with the society. ‘A’ stands for artificial intelligence, with which the school is committed to incorporating renewable social developments into the curriculum and school processes. ‘I’ is for international, as ESSCA is an international school of management, so internationalization can refer to the location of the campuses, the international nature of the students and teachers, the international student and professor experiences, the international accreditations, the intercultural approaches, the international company and alumni networks. ‘R’ is for responsible as one of the stated values of ESSCA. ‘O’ stands for openness in a sense that the school is really open to possibilities, diversity and inclusion, that is, to have open hearts and open eyes to embrace these areas and be able to offer solutions. Finally, ‘S’ is for sustainability, as ESSCA strengthens its commitment to sustainable development and corporate social responsibility every year. “Let's not forget that the four values that form the foundation of our school remain unchanged: humanism, responsibility, agility and reliability, around which all our activities and commitments are centered,” she adds.
Partnership with the business sector
The corporate world has always played a central role in the life of ESSCA. Local and international companies are involved in many aspects of the school's life at all of the Campuses. Dr. Zsuzsa Deli-Gray stresses that “even when designing our curriculum, we involve company leaders to share with us what knowledge companies and businesses actually look for. We invite a lot of company
executives to the courses to talk about the real situations, problems and dilemmas they face. It is beneficial that every course includes a company visit and/or a business project so that students can go out and observe an actual company environment, the operating conditions, the processes or warehouses, etc. This way, they can see how companies in different countries/regions are actually structured, how the processes work, how different approaches are used and how they can immediately apply their theoretical knowledge in real situations. Since students in our bachelor's, master's, and five-year integrated programs must complete several internships, these companies also offer internship and work opportunities to them. We also organize company forums where students can get familiar with communicating with company managers, having a real interview with an HR expert, and comparing company functions and industries.”
Protected business environment
The fact that students are being trained to become managers and successful business leaders manifests itself in the institution's daily activities. There are incubators at several ESSCA campuses where students can start a business while they are still studying. This is obviously done with the help of their professors and the campus in a protected environment receiving all the help they need, but at the same time, they already learn what needs to be done when starting a business, what difficulties they face and what opportunities they have. At ESSCA, great emphasis is placed on student life and the student experience at all campuses. “In fact, we organize many programs for students, but we also provide them with the opportunity to organize programs themselves and present those to the management of ESSCA. If ESSCA finds the project feasible from a professional point of view, it will also contribute to its financing. Once the project has been validated by ESSCA, the students who submitted the idea have to plan it step by step, like real managers, and submit a professional financial plan and an operational plan. During implementation, they have to continuously report on their progress, calculate expenses, pay attention to how they can source additional funds in the projects, and, in the end, they obviously have to be able to explain how all this contributed to the well-being of other students or even the society,” the Campus Director explains.
International community for ever
The ESSCA campus in Budapest has approximately 750 students from all over the world, forming an international community. As Dr. Zsuzsa Deli-Gray highlights, there are students who complete their entire education here, which, of course, includes participating in an international semester but they maintain their enrollment at the Budapest campus for their entire education. "They are joined by our students from other ESSCA campuses, who can spend one, two or three semesters here with us, as well as students from our partner universities who choose our school. The school has 279 partner universities in 55 countries, and we currently have students from around 35 countries here in Budapest. All this creates the opportunity for students to learn about a wide variety of approaches. Beyond classroom projects, this experience greatly expands students' social networks. They can count on these classmates for future professional and personal collaborations, even after graduating or returning home, leveraging a vast amount of human and social capital.”
french focus
HUNGEXPO BRINGS THE WORLD TO BUDAPEST
2026 PROMISES TO BE AN EXCITING AND EVENTFUL YEAR AT THE EXHIBITION SITE
The Hungexpo Budapest Congress and Exhibition Center – in line with international trends – continues to place increasing emphasis on the development of conference tourism. Within this sector, 2026 is set to be a particularly strong year for scientific and technological events. A key factor in this growth is the support of its French owner, GL events, whose global network and decades of professional experience contribute greatly to Hungexpo’s success in this segment.
As this fall comes to a close at Hungexpo with one of the most significant conferences in the international banking sector – the 34th EuroFinance International Treasury Management Conference –, followed by a major German corporate event, preparations are already well underway for the year 2026. And it is no exaggeration to say that it will be “the year of technology and science” at Hungexpo, Gábor Ganczer, the CEO of Hungexpo Plc. tells Diplomacy&Trade.
Tech & science
Back in 2022, together with Magyar Közút, Hungexpo secured the right to host the TRA –Transport Research Arena. This event is of special importance for the company, and as the long-standing organizer of ‘Industry Days’ and ‘Automotive Hungary’, Hungexpo is wellpositioned to maximize the synergies between these platforms. The TRA is expected to welcome around 3,000 visitors each day.
“Another milestone will be the arrival of a major event in international cancer research: the EACR (European Association of Cancer Research) conference. With over 2,500 participants, the event has previously been hosted at Lingotto
Fiere in Turin, a GL events venue where I have served as CEO since 2023,” he adds. Gábor Ganczer stresses that personal and professional networks are equally vital in the exhibition and conference industry. Powder metallurgy, for example, is a modern production process that manufactures parts from metal powders through pressing and sintering, binding the particles together. “Back in 2019, a GL events colleague happened to travel with the CEO of EPMA (European Powder Metallurgy Association). During their conversation about this innovative technology, the idea was born to bring one of EPMA’s future events to Budapest. Seven years later, in 2026, this scientific conference with 1,500 participants will finally arrive to the Hungarian capital. One of the most exciting scientific fields for me personally is artificial intelligence applied to human language recognition and understanding. This is why I am particularly delighted that Budapest is bidding to host the EMNLP (Empirical Methods in Natural Language Processing) conference in 2026.”
A new exhibition
For years, Hungary and the wider region have lacked a comprehensive film industry exhibition
– a gap that Hungexpo has long aimed to fill.
The choice of Budapest as the location is no coincidence: as one of Europe’s leading film hubs, the city offers an ideal home for such an event, while creating a new professional platform for the industry.
“In May 2026, in partnership with the UK-based EuroCine, Hungexpo will launch EuroCine Budapest, which we expect to become a defining industry event for the region. The two-day
OUTLOOK FOR 2026
program will feature seminars, masterclasses, lectures, and panel discussions for professionals,” the Hungexpo CEO highlights.
Since 2020, Hungexpo has operated a dedicated business unit for film productions under the name Hungexpo Studios. Several pavilions have been rented out exclusively for studio use, while in the summer months the entire exhibition grounds are available for international film crews.
An exciting and eventful year also lies ahead for Hungexpo’s own portfolio of exhibitions. The first months are already sold out for AgroMashExpo and FeHoVa, the key annual gatherings of Hungary’s agriculture, hunting and fishing communities – once again among Central and Eastern Europe’s most important thematic events. Travel+, the Budapest Boat Show, and the Caravan Salon continue to serve as a compass for those seeking new destinations and leisure opportunities. SIRHA Budapest, Central Europe’s largest food industry and HORECA trade fair, will bring together the region’s top hospitality and gastronomy professionals for the seventh time in 2026, showcasing innovations and sharing expertise.
Year after year, CONSTRUMA and its associated trade fairs highlight the state of Hungary’s construction industry and reveal opportunities for development. MACH-TECH Industry Days and Automotive Hungary remain key international business meeting points, connecting players from multiple sectors.
“In the fall, we will once again host ENVIRONTEC – created in close cooperation with our partners’ needs and insights – reaffirming our belief that environmental protection is the key to the future,” Gábor Ganczer concludes.
gastronomy
TIME OUT MARKET BUDAPEST: THE BEST HUNGARY CAN OFFER
PRESENTATION OF THE GASTRONOMY CONCEPT ALSO INCLUDES RESPECT FOR THE CITY’S HERITAGE AND PAST
Time Out Market is the world's first food and cultural market, carefully curated by experts to bring the best of a given city together under one roof. In 2014, a historic market building in Lisbon was turned into the first Time Out Market and today, there are twelve such markets globally in cities like New York, Montreal, Dubai, Barcelona, Cape Town and Osaka – the execution of each is distinctly local to give a true taste of the city it is in. This fall, the Hungarian capital joins the ranks of these communities, marking the inaugural Time Out Market in Central & Eastern Europe. It presents a curated mix of the best chefs and restaurateurs, drinks and cultural experiences of the city and the country, showcasing top local talents and making them accessible and affordable in a casual space.
Across some 2,500 sqm, Time Out Market Budapest offers food from eleven local award-winning and rising culinary talents, three bars, five event spaces and around 540 seats. Guests – whether they come with family, friends or on their own – get to enjoy a variety of food options while coming together around communal tables, surrounded by open kitchens and a uniquely designed space. The Market also hosts a vibrant year-round cultural program alongside its curated food and drink offerings, providing an experience that is both accessible and affordable. Created in a former department store building, now Corvin Palace, on a busy square of the city, it is a project managed by two brothers, Olivér Balogh (pictured on the right) and Viktor Balogh as management agreement partners of the global Time Out Market brand.
Not just Budapest
As Olivér tells Diplomacy&Trade, the point of Time Out Market wasn't to feature only restaurants that had been awarded stars or appeared in food guides, but it didn't exclude them either. “The Time Out editorial team, including local experts, wanted to bring everyone in, from Michelin-starred chefs to the coolest street food vendors, because they wanted the brand to reflect the gastronomy of the city in question, places that they think are essential to showcasing the gastronomy – not only food but also drinks – of a given city. That's actually the essence of the concept.”
He also indicates an important, and unique, feature of this Market here in Budapest compared to the others elsewhere in the world. “We wish to showcase not only the gastronomy of our city, but that of the entire country. Among the rural restaurants, ‘Casa Christa’ joined us from Balatonszőlős, ‘Anyukám Mondta’ from Encs and István Pesti from Tata, the latter setting up his new concept, ‘CANTEEN’ here. We believe this is an added value for locals compared to other Time Out Markets, because here, we can show Budapest residents restaurants that they might not be able to visit on an average weekday.”
His brother, Viktor points out that experts at Time Out not only select which restaurants to include at the venue, but they are also looking specifically at what dishes these restaurants serve and helping to determine which restaurant serves which dish and at what price to ensure the offering appeals to a wide audience including locals and visitors. “It is important and worth emphasizing that we are talking about an affordable service here. This is not a luxury product that only Michelin stars and fine dining can offer, but rather an experience that is offered uniquely by Time Out Market and makes high-quality dining accessible to many, in a casual environment.”
Restored to old glory
The Time Out Market Budapest concept also includes respect for the city’s heritage and past.
Viktor Balogh believes it is important to go back in time a little and talk about the location. “This building was completed in 1926, almost 100 years ago, and from the very beginning, the Corvin department store was a huge success. For example, it had the first escalator in the country, but it attracted such large crowds from all over the country that they had to install the first traffic light in Hungary here at Blaha Lujza Square. We saw from archive footage that there were three million shoppers a year. Today, it would be impossible for a department store to achieve this number.”
The Balogh family acquired the building in 2001. As Viktor explains, “our father wanted to sell it after a few years, but we loved it very much, it inspired us greatly, and we convinced him not to do it. After we both came home, having completed our university studies abroad, there came a moment in 2019 when we felt ready to embark on this renovation project. There was a big family meeting and, in the end, we were given the confidence to set out on this path.” From the very beginning, the brothers’ goal with this project was to restore the building to the importance it once held in the city. Since they realized that this could no longer be achieved with a department store, they looked for functions and tenants that would actually bring Corvin back into the heart of the city dwellers. They found that Time Out Market is clearly the concept that can achieve this. “In addition, we are creating
a 181-room hotel, the Ruby Hotel, here but it is the Time Out Market that we believe will bring in hundreds of thousands of people a year. As an introduction to the building, there will also be small exhibitions about its past, and, during the renovation, we have tried to keep everything as they used to be. At our Time Out Market, guests are able to see sculptures, either restored or reconstructed, depending on whether we found the originals or only saw them on pictures,” Viktor adds.
An event venue
Time Out Market Budapest is also a stage for culture. Olivér highlights that there will be some kind of activation or live music event every day. On Mondays, there will be bar pianist evenings; on Tuesdays, jazz and wine tasting evenings; on Wednesdays, acoustic concerts; and on Thursdays, Fridays and Saturdays, DJs will be playing. Sundays will be family days with entertainers and various children's programs. “This will allow us to present Hungarian musicians and local culture to foreign visitors across a wide spectrum.”
Viktor finds it important to note that they will have other programs, such as bringing Budapest's largest Oktoberfest here, where original Munich beer will be served in large mugs. They are also planning book launches. “I think it's worth mentioning that the Time Out Market will open a rooftop terrace where the old Corvin roof used to be, with a huge rooftop bar and kitchen, which will also be a great venue for events. We plan to open that next year.”
Olivér stresses that “although our main focus is clearly on walk-in guests, tourists and locals, Time Out Market Budapest has been designed to be very suitable for various events. We have five event spaces that can be used for anything from a large birthday party to a corporate presentation. These can accommodate between 30 and 90 people, depending on the layout and seating arrangement, and we also have the option – but we only want to use that in very, very rare, truly exceptional cases – of allowing a guest to rent the entire market for half a day or a whole day.”
business
ON THE WAVES OF THE PRESENT AND FUTURE
SUSTAINABILITY AND COMPETITIVENESS GO HAND IN HAND
Sustainability and competitiveness must reinforce each other rather than come at each other’s expense – this was the key message at the Swisscham Hungary event held during the Blue Ribbon Business Summit in Balatonfüred at Lake Balaton. Environmental sustainability alone cannot exist without being supported by economic and social sustainability – and achieving this requires the involvement of government, the business sector and non-profit organizations.
For long-term development, it is increasingly necessary to examine the relationship between sustainability and competitiveness in a more complex and multifaceted way. That was emphasized by István Béres, President of the Swiss-Hungarian Chamber of Commerce (Swisscham Hungary), which celebrates its 30th anniversary this year, setting the tone for the Blue Ribbon Business Summit held
alongside the 57th Blue Ribbon sailing race. At the professional event organized for the third time with partners including the Swiss Embassy and Philip Morris Hungary, Swiss chargé d'affaires Thomas Widmer noted that while strong winds may benefit sailors, in business, predictability and stability are needed – something that also serves the interests of Swiss companies investing in Hungary.
Supporting the circular economy
Maria Dimopoulou, European Head of Sustainability Collaboration at Philip Morris International, declared at the Blue Ribbon Business Summit that ”we want to be part of the solution, not the problem.” In her presentation, she emphasized that the key to sustainability lies in aligning economic growth with social and environmental responsibility. She highlighted the importance of both Switzerland and Hungary to the company, referencing the R&D center in Neuchâtel and the recycling plant in Gyál, just southeast of Budapest – the latter officially opened in 2021 with government participation and represents a USD 20 million investment. This unique facility in Europe receives used electronic devices from across the continent, supporting the circular economy. According to Dimopoulou, a balanced regulatory environment is also essential for economic and social well-being, and Hungary demonstrates good practices in areas such as youth protection and access to technologies.
Returning to a state of balance
Participants in the Swisscham roundtable discussion – Barbara Wassen (Ministry of Energy), Péter Szlávik (Philip Morris Hungary), Péter Noszek (Nestlé Hungária) and Farkas Bársony (Sharity) – discussed how the attitudes of government, society, the business sector and non-profit organizations toward sustainability have evolved in recent years. It was reiterated that sustainability and competitiveness must go hand in hand. Climate adaptation and flexibility are crucial, and if all stakeholders work together, CO₂ emissions could be reduced by 40–70% within a foreseeable timeframe. However, currently, only 16% of companies have an ESG strategy. There is no alternative path, as while it took 10,000 years for the average temperature to rise by 5°C in the past, the same increase has occurred in just the last 70 years. Before we exhaust all natural resources, we must return to a state of balance.
DISCLAIMER
This media content was produced at the request of Philip Morris Hungary Ltd.
diplomacy
UNITED NATIONS ANNIVERSARIES CELEBRATED IN BUDAPEST
PROGRAM ATTENDED BY PROMINENT FIGURES FROM THE WORLDS OF DIPLOMACY, CULTURE, SCIENCE AND BUSINESS
At the end of June, the 80th anniversary of the United Nations as well as the 70th anniversary of Hungary's membership in the United Nations were celebrated at the Aria Hotel Budapest, on the occasion of the hotel's 10th anniversary.
MÁTÉ TOLNAI, GENERAL MANAGER AT ARIA HOTEL BUDAPEST
RÓBERT FARKAS, VIOLINIST AND FOUNDER OF BUDAPEST BÁR
NÓRA VÁSONY, HEAD OF THE ZEROCOM AGENCY
H.E. KATALIN ANNAMÁRIA BOGYAY, PRESIDENT OF MENSZT, FORMER HUNGARIAN AMBASSADOR TO THE UN AND UNESCO, PRESIDENT OF THE 36TH GENERAL CONFERENCE OF UNESCO, FOUNDER OF W4D
KORNÉL MAGYAR, MUSIC DIRECTOR AT ARIA HOTEL BUDAPEST
H.E. DIANA HELEN MADUNIC, AMBASSADOR OF SWEDEN TO BUDAPEST
DR. JUDY KURIANSKY, CLINICAL PSYCHOLOGIST, PROFESSOR AT COLUMBIA UNIVERSITY
H.E. SIMONA VUCAK, CHARGÉ D'AFFAIRES OF SLOVENIA IN BUDAPEST
PROF. DR. BOGLÁRKA KOLLER, PROFESSOR AT THE NATIONAL UNIVERSITY OF PUBLIC SERVICE, JEAN MONNET CHAIR, MEMBER OF THE MENSZT PRESIDIUM
H.E. ORSOLYA KOVÁCS, DIRECTOR OF FOREIGN AFFAIRS AT THE SÁNDOR PALACE
H.E. KATALIN ANNAMÁRIA BOGYAY, PRESIDENT OF MENSZT, FORMER AMBASSADOR OF HUNGARY TO THE UN AND UNESCO, PRESIDENT OF THE 36TH GENERAL CONFERENCE OF UNESCO, FOUNDER OF W4D ENIKŐ ESZENYI, ACTRESS
H.E. KATALIN ANNAMÁRIA BOGYAY, PRESIDENT OF MENSZT, FORMER AMBASSADOR OF HUNGARY TO THE UN AND UNESCO, PRESIDENT OF THE 36TH GENERAL CONFERENCE OF UNESCO, FOUNDER OF W4D H.E. DÉSIRÉE BONIS, AMBASSADOR OF THE NETHERLANDS TO BUDAPEST
The event, held on International Day of Women in Diplomacy, was hosted by Ambassador Katalin Bogyay, President of the Hungarian UN Association, founder of Women4Diplomacy International, former ambassador to the United Nations and UNESCO, and President of the 36th UNESCO General Conference. The co-host of the program was Máté Tolnai, the General Manager of Aria Hotel Budapest.
Prominent attendance
The event was attended by ambassadors accredited to Hungary, representatives of UN organizations operating in Budapest and prominent figures from the worlds of culture, science and business. The guests were welcomed by Ágnes Kertész, Deputy State Secretary for the United Nations at the Ministry of Foreign Affairs and Trade, and Dr. Judy Kuriansky, professor at Columbia University. Dr. Kuriansky is a clinical psychologist who works in the field of mental health and psychosocial support and regularly participates in UN conferences. Her work focuses on crisis management and promoting dialogue, as well as demonstrating how psychological tools can be used in conflict situations to facilitate constructive negotiations and agreement.
OF UNESCO, FOUNDER OF W4D H.E. JONATHAN LACÔTE, AMBASSADOR OF FRANCE TO BUDAPEST
The professor, who is a founding member of the Women4Diplomacy organization, held an impromptu workshop on this topic for the lunch participants.
Connections through music and culture
The program featured a performance by violinist Róbert Farkas, founder of the band Budapest Bár. The work of the leader of this highly successful band represents the diversity of Hungarian musical culture and builds bridges between genres and cultures. His performance enriched the spirit of the event, which emphasized cooperation and dialogue, with this subtle message.
The musical performance was introduced by Kornél Magyar, music director at Aria Hotel Budapest. Since its inception, the hotel has been creating connections between Hungary and the international community through music and culture. Over the past decade, the music-themed hotel has not only shaped Budapest's premium tourism offering, but has also contributed to strengthening the city's cultural position, while hosting world-famous musicians and earning a series of prestigious international awards that have placed it among the world's leading luxury hotels.
FARKAS, VIOLINIST,
RÓBERT
FOUNDER OF BUDAPEST BÁR
H.E. KATALIN ANNAMÁRIA BOGYAY, PRESIDENT OF MENSZT, FORMER AMBASSADOR OF HUNGARY TO THE UN AND UNESCO, PRESIDENT OF THE 36TH GENERAL CONFERENCE
culture
WORLD PRESS PHOTO EXHIBITION 2025 IN BUDAPEST
THE BEST AND MOST IMPORTANT PRESS AND DOCUMENTARY PHOTOGRAPHS ON DISPLAY
Presenting the results of the 2025 World Press Photo Contest, the annual exhibition in the Hungarian capital showcases the best and most important photojournalism and documentary photography of the last year. The winners were chosen by an independent jury made of 31 professionals from around the world who reviewed more than 59,320 photographs entered by 3,778 photographers from 141 countries.
The exhibition is on its usual worldwide tour, showcasing the stories that matter with photography from the 68th annual World Press Photo Contest. Just like last year, the venue in Hungary this fall is the Biodome of the Budapest Zoo at the City Park.
Top world issues on photos
Award-winning photographer, photojournalist and university professor Tamás Révész, who has been the Hungarian exhibition's chief curator for over three decades, explains to Diplomacy&Trade that this photo exhibition is characterized by the fact that, essentially every year, or at least most of the time, stories from recent years are featured. “For example, it is impossible to ignore when there is a war going on somewhere, as is currently the case in Ukraine, which is close to Hungary. It is also impossible to ignore the climate issue, which has been a very serious topic at every exhibition for many years now. In the past, there were categories such as ‘Nature’ and ‘Environment’, but these have now been discontinued and incorporated into three categories of images: Singles, Stories and
Long-term projects, although photojournalists continue to address these topics. So, I have to say that issues related to climate, the quality of human life and current conflicts are present at the exhibition every year as these arise almost everywhere globally.”
Strengthening press freedom
Recently, the issue of the freedom of the press in several places of the globe has been raised in connection with the World Press Photo contest. Tamás Révész, who himself was a member of the World Press Photo international jury in 1988-1989, stresses that “World Press Photo has a very strong goal of strengthening press freedom. Every year, the number of photographers and journalists who lose their lives in order to bring us the news is dramatic. World Press Photo takes the exhibition free of charge to many places where press freedom is seriously threatened or where there are no resources to pay for transportation and other costs, and has been organizing master classes in developing countries for a long time. There is a Joop Swart master class, which is a very prestigious one-week course that photographers from different
WORLD PRESS PHOTO OF THE YEAR FOR 2025
Mahmoud Ajjour, Aged Nine He was injured during an Israeli attack on Gaza City in March 2024, finds refuge and medical help in Doha, Qatar.
PHOTOGRAPHER: Samar Abu Elouf for The New York Times
WINNER OF THE EUROPE, SINGLES CATEGORY Beyond the Trenches
Anhelina, aged six, who is traumatised and suffers panic attacks after having to flee her village, lies in bed in her new home in Borshchivka, Ukraine
PHOTOGRAPHER: Florian Bachmeier
continents apply for. It is very interesting that World Press Photo's very first master class was held in Budapest, and I organized that seminar in 1990. The participants were the greats of the profession at the time, such as Marloes Krijnen, managing director of WPPh; Colin Jacobson, picture editor of The Independent Magazine; or Steven Mayes, director of Network Picture Agency. It was a fantastic thing, quite extraordinary, I don't think such a team has been assembled since.”
Accompanying events
There are several extra programs organized on the sidelines of the Hungarian edition of the World Press Photo exhibition this year as well.
Jelle Krings, a Dutch photographer, who has been working in Ukraine since the Russian invasion began, presents his photographs focusing on how to keep alive the railway company, which plays an incredibly critical role in transporting refugees and on the other hand, in supplying war zones and transporting weapons. “The photo reportage by this Dutch photographer is fantastic, not only because the pictures are great, but also because the captions say it all,” Tamás Révész notes.
Another accompanying exhibition is 'Budapest 75', which commemorates the 75th anniversary of the creation of the administrative area in the Hungarian capital that today comprises the 22 districts, “and to mark this, we are screening excerpts from the 1950 newsreels in a separate room. There are also photos from the Fortepan archives on display, showing the conditions at that time.
The third exhibition, open from October 21, presents a very important environmental issue, the environmental condition of the Danube River area, in pictures and text. This is an EU project organized by Slovak Press Photo, featuring photographs by Czech, Slovak, Romanian, Hungarian, and Ukrainian photographers,” he highlights.
Authentic images
Based on his experience of organizing numerous World Press Photo exhibitions, Tamás Révész has quite a comprehensive insight into the trends of recent years. He points out that entrants to the World Press Photo Contest must ensure that individuals and/or groups photographed are treated with dignity and respect, and that the photographer causes no physical and/or psychological harm, further stigmatization, discrimination or rejection by their local communities, especially when photographing vulnerable individuals and/or groups and children.
"My experience is that people’s interest in World Press Photo has not waned at all; in fact, I would say that the exhibition attracts 40-50,000 visitors annually, and that interest is very high because everyone has a desire to obtain information that the photos they see are authentic, to know that what they are seeing is not an image created by artificial intelligence, not fake news, but that we are actually seeing what happened. This is, indeed, the case at World Press Photo, because the submitted images are checked in several ways, those nominated for the award are scrutinized at the pixel level to see if the event happened as described, checking if the photographer was actually there. So, here you can be sure everything is true. All in all, I hope that the World Press Photo’s six-week program once again generates genuine interest and appreciation.”
culture
HARMONY BETWEEN TRADITIONS AND MODERNITY
KOREAN CULTURAL FESTIVAL IN THE HUNGARIAN CAPITAL
Korean culture once again took center stage at the end of June on Margaret Island on the Danube in Budapest, where the Kristály Színtér venue hosted this year's KoreaON festival. The two-day free event attracted huge interest again this year, with more than 10,000 visitors coming to take part in the celebration of Korean cuisine, music, dance and crafts.
The aim of KoreaON festival remains unchanged year after year: to showcase the diversity of Korean culture and build bridges between the two countries through culture. Following the opening ceremony of the 2025 event, the Ambassador of the Republic of Korea to Hungary, Kyu Dok Hong highlighted to Diplomacy&Trade that the performing artists had come again with a wide variety of programs to promote relations between the Hungarian and Korean people through culture. “As you could see at the opening ceremony, people wearing masks danced in groups, participated in group singing and there are many different places here where, for example, enthusiasts can taste Korean gastronomic delicacies and gain a lot of different special experiences related to Korean culture.”
A feeling of life
Versatility and tradition were two key subjects addressed at the festival. “Traditional culture is still present in Korea, and as you saw at the opening ceremony, the performers presented this traditional culture through both dance and a very powerful sound. It is possible that this was a little too powerful for Hungarian ears, but it allows us to feel the energy and unity more strongly, and also to see how, through these dance and singing performances, young and old, men and women can come together and perform these very energetic programs together, just like the dance group that performed at the opening ceremony,” he added.
The Ambassador noted in this regard that he was last year at the traditional Hungarian folklore event ‘Csángó Festival’ and saw a similar performance there, where men and women, the elderly and the young, were dancing and singing together, "it was good to see this feeling of life that Hungarians and Koreans can also experience together.”
Sharing common culture
The Korean Embassy in Budapest is one of the organizers of the KoreaON festival – together with the Korean Cultural Center – as they would like to share the common culture of Hungarians and Koreans with the audience, promoting communication between the two countries and the two peoples. “Of course, we cover the costs of the Korean artists coming here so that they can participate in the event: for example, with financial allowances, arranging airline tickets, etc.,” he added.
The one in 2025 was not the first KoreaON festival Ambassador Hong attended here in Hungary. Giving his impression of the event, he pointed out that “I was very surprised that so many people are interested in Korean culture, and I was also very surprised that these Hungarians who performed wore hanbok, the traditional clothing of the Korean people. One might think that these Hungarians got these clothes from the Korean Cultural Center, but no, these people bought those themselves, they are so interested in the culture.”
Another thing that surprised him was that there are more than 200 groups here in Hungary who are learning to play the traditional Korean lute or perform traditional Korean dance, as one could see many Hungarians participating in the opening ceremony.
“As you saw, these people had no difficulty at all in performing; they learned these traditional steps very easily.” This is another point for which he is very grateful to the Hungarian people who
love Korean culture so much, not to speak of the fact that “while in several countries, Korean boy and girl bands are preferred by the younger generation, here in Hungary, our culture appeals not only to the younger generation, but even more so to those in their 50s and 60s.”
Korean Cultural Center, the main organizer
As the Ambassador mentioned, the Korean Cultural Center has a key role in organizing the KoreaON festival year after year. The Center’s director, Hye Ryong Yu explained to Diplomacy&Trade that “we are planning the whole program from choosing the venue and inviting the artist from Korea, collaborating this year with the Hanyou Hungarian-Korean Cultural and Arts Foundation, a nonprofit organization that has been representing groups enthusiastic about Korean culture in Hungary since 2016. Together, we planned the programs in detail and decided about the scope of the participants. So, I would like to emphasize that this event was made possible not only because the Korean Cultural Center did a great job, but also thanks to the support from Hungarian people who like Korean culture.”
Traditional and modern Korean culture
As to what aspects of the Korean culture were emphasized at the festival this year, she underlined that they wanted to show a huge scope of Korean culture from traditional Korean culture to the modern one. “For example, experiencing Korean traditional art, dance performance and booths presenting handcraft culture, you can find the beauty of art. We also have a gastronomy section where you can experience authentic Korean food, which has a long history, but which is still very common in Korean daily life. With hip hop singing and dancing, you can enjoy the energy and the lively vibe. So, if I have to say that in one word, that would be harmony between traditions and modernity.”
A culinary specialty
Regarding Korean flavors Hungarian visitors were to sample at the festival, the Director remined that “last December, the Korean fermented food, jang, which is listed as a UNESCO intangible cultural heritage, was presented in Hungary that also has popular fermented food like kovászos uborka, that is leavened cucumber. In Korea, we are just using the bacteria and the food changes naturally. So, the philosophy behind the jang is the harmony between humans and nature. This year, we prepared the
gastronomy section of making jang and also kimchi by Korean chef. We really hope that the Hungarian audience could also feel this philosophy. The jang can be a dish in itself, but it's also a very essential ingredient to many other Korean dishes.”
Opportunity for mutual understanding
Feedback by the audience is always essential at events such as the KoreaON festival. As regard the approach of Hungarians to Korean culture, the Director’s experience is that “these days, Korean culture is very popular globally, but what makes it very special in Hungary is the wide age spectrum of the people who consume Korean culture. There are young people, but also the elderly people, who enjoy this culture in which they show a variety of interests. They are not only interested in K-pop and K-movie, but in traditional and contemporary art as well. That is very meaningful for us and I think Hungarian people are very open minded. Looking back at last year’s event, we had more than 15,000 Hungarians attending Korean cultural festival then. They were not just an audience, they actively participated in each type of event – for which we are very grateful. This kind of cultural event is very important in terms of offering an opportunity for mutual understanding. But what makes it the most important thing is that people come here to enjoy and entertain themselves as the KoreaON festival brings joy and connection to the people who attend it.”
culture
SONGS FOR ALL KINDS OF FEELINGS AND SENTIMENTS
“I LOVE WHAT I DO AND I LOVE THE PEOPLE I SERVE”
English singer and songwriter Calum Scott is to perform this October in Budapest, returning to the Hungarian capital with a solo concert after stealing the hearts of the Hungarian audience by opening Ed Sheeran's concert last year. He tells Diplomacy&Trade how he tries to help sensitive people with his songs while remaining an everyday person and why he considers the responsibility of caring for his listeners as a badge of honor.
“Music is the universal language, there's no doubt about it. I've listened to music in different languages. I have sung in countries where English might not be their first language and yet there's an understanding of what the music's trying to do, what the performance of the artist is doing and how that makes you feel. It's like a Harry Potter kind of magic,” Calum Scott says. He believes it's a beautiful thing convey emotions through music even to those who can't understand all of the lyrics. He recalls touring in Taiwan with Ed Sheeran, was performing to an 80,000 people strong crowd. “At the end of one of my songs, I kind of held the mic away and it sounded like all of those people were singing that back at me. Music transcends culture and language and it's just a really beautiful thing.”
Human and relatable
The breakthrough for Calum Scott came in the TV program ‘Britain's Got Talent’ in 2018. He is of the view that “everybody has their own journey and I think that successes and barriers are equally unique to each artist. With my audition on Britain's Got Talent, the nation was able to see the emotions that I had with my family. My sister went on the show before me, she didn't get through causing upset and sadness. Then, I got through on the golden buzzer and obviously my sister was there for me, right by my side – as well as my mum. People got to see me as a human being as well as an aspiring singersongwriter. I think that was really important for my growth and for my journey, and that's kind of been the sentiment since. I've always tried to be human and relatable and you know, the guy next door who you could listen to perform in a stadium and then you feel like you could go for a beer with him. That's the same way I see Adele. Of course, that also comes with its barriers. I've had to prove myself to people across
the world that I'm not a one-trick pony, I'm not just somebody who sang a cover song – I'm a genuine artist and I'll continue proving that!”
Emotional music for sensitive people
He says his music is just very emotional and the people who listen to his songs are probably equally sensitive, especially for his catalogue of songs and not his features on DJ songs. “But I think it's a really beautiful thing that my music has soundtracked really important parts of people's lives, be that the voice that they need in their darkness; soundtrack to the first dance at their wedding; celebrate new life in the family; or even commemorate in life that has sadly passed. I'm honored anytime I hear my music being soundtracked in that way. In addition to being an artist, I'm a person as well and I've immersed myself in songs whether you're at the beach and you need uplifting and feeling good, whether it's a time when you're heartbroken and you're single and you've just recently come out of a Relationship. I think that as artists, we have the obligation to create these soundtracks for people to accompany them through life. So, I hope that somebody immersed in my music will feel that they can dance and cry at the same time.”
No handbook for songwriting
Calum Scott considers music is like magic that just strikes a chord, sometimes for no reason, sometimes for a very obvious reason. “I think what makes music really special is that there's no handbook saying ‘this is the way to write a hit’. And even if we, songwriters, artists, producers, all try our very best to make something really successful, it’s not gonna be like that for the vast part of the efforts: you are on your journey to trying to find ‘that’ song, and it does make it all the sweeter when you do come across that hit. ‘You are the reason’ took a full year really to get going and now, I stand by it as one of my favorite songs. However, at the beginning, I had no idea that it would be that. We just wanted to write a lovely song about love. And I think sometimes, you can pour your heart and soul into a song and it just doesn't resonate with people and that's fine. That's the game.”
Apollo vs. Dionysos
In art, there’s this idea of two ancient forces: the Apollonian, which is about structure and thought, and the Dionysian, which is emotion and chaos. As to which of those two feels more like home to him as an artist, the singer-songwriter has no
doubt: “it is emotion and chaos that creates my music. Structure and thought are definitely the fault of my producer, Jon Maguire. He's a very emotional man but he's a lot more logical, a lot more rational as well whereas I'm completely opposite. I myself think with my emotions and chaos first, and then try to apply a little bit of thought and structure. So, I think we're a great team. We worked together as Ying and Yang and I always call him Bernie Taupin, referring to the songwriting partner of Elton John. You know, we're a dream team in that way because he understands – and he can also help me hone and control – my emotions so that it doesn't become a song that feels like it's just chaotic. You know, there's structure there, there's a real story and a real journey. So, I'm definitely Dionysian and I am so sorry if I've butchered that.”
Responsibility as a badge of honor When it comes to the question whether there was a moment when he needed to motivate himself and says ‘I have to do this’, this matters, I have to keep going’, Calum Scott recalls that “yeah, absolutely, there's been many, many occasions like that. Even just recently, I would have said something like that while making this third album where I was doing a lot of reflecting. And this industry is really tough. You know, you try hardest and sometimes it doesn't work out and sometimes you feel like you're just not getting anywhere with it. Then, sometimes, the demands from social media and content making and stuff like this – it can feel quite taxing. And there has been many times when I've thought, I don't know if this is what I want to do anymore. There's so much pressure in the head on making the content. There's so much pressure in showing up and making sure that you're emotionally available to everybody all the time. It may sound like I'm complaining, but I love my job and I love my responsibilities, but that's not to say that it comes at a cost. You're spending time away from family, from loved ones and from your home comforts. I suppose when you're also under that pressure, you know, sometimes you can question yourself of whether this is what's making you happy. But then you go on tour and you see in real time how your music changes people's lives, how it changes their moods, with tears strewn down their faces because they really care about what you do, what you have to say, how your music speaks to them. And you only have to read a couple of messages in the DMs where somebody says: ‘Rise’ helped me beat cancer; or ‘You are the reason’ was the song that I walked down the aisle to marry my best friend; ‘Flaws’ is a song that helped me get over my body dysmorphia; or ‘Bridges’ helped me through my depression – you know, anything like that just reminds me that I have to do this. I'm gonna go through my dark times as everybody else will, but many people are relying on me to help them through their dark times. And, you know, I wear that responsibility like a badge of honor. I love what I do and I love the people I serve.”
witty leaks
L E A K S
IN THIS SERIES, DIPLOMATS SHARE PERSONAL ACCOUNTS OF THEIR EXPERIENCES ON “EXCURSIONS” into Hungarian culture, art, gastronomy & scenery.
THE HUNGARIAN FATHERS OF AUSTRALIAN MUSIC AND SOCCER
AUSTRALIA AND HUNGARY: MORE CONNECTIONS THAN ONE WOULD THINK
BY IAN BIGGS, AMBASSADOR OF THE COMMONWEALTH OF AUSTRALIA
For Australia – a country of immigrants and ancient cultures – Hungary is the homeland of one of our thriving and thoroughly integrated communities: there are more than 80,000 Hungarian-Australians.
As Ambassador to Hungary (and four other countries, and to the international organizations in Vienna), I have the impossible task of decoding a set of images that includes Brahms’ Hungarian Dances, Haydn’s Esterhazy patrons, the music of Béla Bartók and Zoltán Kodály…
The so-called “Father of Australian music” was the Hungarian-born Tommy Tycho (1928-2013), pianist, conductor, composer and pupil of Kodály – he arranged the current version of our national anthem, for
example. I wanted to be a musician, so can get quite emotional about Hungary; best then to mention too: the Hungarian-born Westfield Corporation entrepreneur and philanthropist Sir Frank Lowy (1930-); saber-wielding hussars; the astonishing architecture of Budapest as seen from the Danube by hundreds of thousands of Australians river-cruising; and a Cold War episode of heroic liberalization that came so close to freedom.
Sport in focus
For this column, I want to concentrate on one aspect of this kaleidoscope, namely sport – because it brings people together and builds international friendships, mutual understanding, and tolerance. I shall start (of course!) with the victory
of Australia’s Oscar Piastri in the Formula 1 Hungarian Grand Prix at the Hungaroring in July of last year. Mind you, the most vivid image in the Australian memory of Hungary is less about tolerance and more about patriotism: the so-called ‘Blood in the Water’ match at the 1956 Melbourne Olympics, when Hungarian and Soviet water-polo teams scuffled in the pool after the Uprising had been crushed back home. (The game was awarded to Hungary.) Also starring at the Melbourne Olympics was gymnast Ágnes Keleti (1921-2025), Hungary’s most decorated Olympian.
Introducing soccer
Of even more lasting (although lowerkey) significance, Hungarians brought the game of round-ball football – we
call it soccer – to Australia. In 1957, Hungarian immigrants founded the St George Budapest Football Club (originally Ferencvaros-Europa) in Sydney. The club was the first Australian team to tour Asia, and fielded Australia’s first women’s side to play internationally. Hungarians may be familiar with the name of Ferenc Puskás (1927-2006), a giant of the mid-20th century game, but less familiar with the fact that he coached South Melbourne Hellas, the National Soccer League champions in 1991. There, Puskás mentored Ange Postecoglou, who went on to coach the Australia national team from 2013 to 2017. (My Embassy opened the premiere of the Australian documentary “Ange and the Boss – Puskás in Australia” in Budapest in April this year.) And now, although you wouldn’t guess it from media coverage, more Australians play soccer than Australian Rules or Rugby League.
Swimming here and there
Back in the pool, Australia and Hungary both punch above our weight in swimming, the second and fourth most successful countries in Olympic swimming history, based on gold medal count. The Australian national swim team, the Dolphins, competed in Hungary at the World Short Course Championships in December 2024. I was thrilled to hand out their gold caps in Budapest and then to hear of their successes in the water (two gold medals, five silvers and five bronze). Our Dolphins look forward to returning to Budapest in 2027 for the World Aquatics Championships, and I extend an enthusiastic welcome to Hungarian Olympians in advance to the 2032 Olympics in Queensland. Swimming will be concentrated on Gregory Terrace in Brisbane, right next to my old school, Brisbane Grammar. (Parochial, moi?) And the facilities manager for 2032 told me in May this year that Budapest had
“the world’s best aquatic center,” meaning the Duna Arena; and the Alfréd Hajós National Swimming Stadium is also remarkable.
Cherishing partnerships
But I am afraid that neither music nor sport is the bedrock of my Embassy’s Hungarian work. That would be the protection of Australia’s security, stability and prosperity –upholding international rules and, very practically, promoting trade and investment. After all, Australia is a top 20 international economy and military. We have an active program of bilateral consultation
A STATUE OF FERENC PUSKÁS IN GOSCH'S PADDOCK, MELBOURNE
and advice at the enterprise level, with the Australian Trade and Investment Commission, the trade commissioners of the Australian States, Hungarian national and municipal authorities, the Chamber of Commerce, and members of the Parliamentary Friendship Group. At the macro level, we have engaged the Hungarian government as a partner in our quest to conclude a Free Trade Agreement with the European Union. In the shadow of Russia’s invasion of Ukraine, we are finalizing a Security and Defense Partnership with the EU. Australian superannuation funds, among the world’s largest, are looking for investment opportunities in the EU, including, of course, Hungary.
TIME MACHINE
BUDAPEST
PERMANENT EXHIBITION, VI. KIRÁLY UTCA 26, BUDAPEST
Time Machine Budapest is a unique 1,000-square-meter immersive exhibition that takes visitors back to the most significant eras of the Hungarian capital and invites them to discover the history of Budapest like never before. Through its decorations and modern solutions, those attending the exhibition can become part of history, be it the world of the aristocrats of the 1800s, the noisy moments of the revolutions or the stormy events of the 20th century.
This time machine, built from the secret records of Nikola Tesla, promises a fascinating view and unforgettable experiences. During the historical journey, details that stay hidden during traditional museum exhibitions are revealed here.
It does not only present to visitors the events of the past, but also the lives, feelings and reactions of the everyday people who faced these historic turning points. All of this is happening through authentic memories and diary entries. timemachinebudapest.hu
NENA PERFORMS IN HUNGARY AGAIN
OCTOBER 21, 2025
BARBA NEGRA, BUDAPEST
99 Luftballons singer Nena, one of the most iconic singers in German pop culture, will bring her hits spanning more than four decades to Budapest with the ‘Wir Gehören Zusammen’ (We Belong Together) tour. Her tour last year attracted 150,000 visitors in Germany, Austria, Switzerland, France and the Netherlands.
Nena's energetic stage presence is as distinctive and captivating as her voice. Audiences can expect a live show lasting over two hours, including hits and gems from Nena's vast repertoire. Songs from a career spanning more than four decades will be brought to life by a ten-piece orchestra. Each live concert is a unique rock 'n' roll experience, full of emotion and heart. The title of the tour is more than a motto: it embodies the connection with the audience that makes every concert a matter of Nena's heart. As she puts it, “it’s a wave of love that builds and grows stronger. I feel this with a new powerful intensity. It comes from us, the people who are here, in front of, behind, and on stage. People who love to spend a wonderful time together. Those who know that music builds bridges. We sing, dance, laugh and celebrate life. 'We belong together' is a simple message that we carry out into the world together.” livenation.hu
TITIZÉ AT THE LISZT FEST
OCTOBER 17, 2025, MÜPA PALACE OF ARTS, BUDAPEST
True to the language of dreams that brings back fleeting images, allusions and mirages, TITIZÉ – performed by Compagnia Finzi Pasca (pictured) – is a show that transports the viewer into a rarefied and surreal universe. Its narrative, seemingly fragmented but deeply evocative, unfolds in a kaleidoscopic play that interweaves different planes of meaning, conjuring up a hyperbolic ‘grammelot’.
‘TITIZÉ,’ ‘You are’: an emblematic word full of rhythm, whose evocative sound draws attention to the power of the verb ‘to be’, emphasizing the universality of an imagined experience to intimately engage a diverse audience of all ages.
The show fuses tradition and innovation in a fascinating combination of clowning, the language of the body and acrobatic – which allows allusion, the creation of metaphors, and the amplification of emotions – and the use of innovative stage devices, resulting in a theatre of amazement and lightness, without the need for words.
With a cast of ten talented performers, including acrobats, actors and musicians, TITIZÉ invites the audience to immerse themselves in the very essence of Venice, where the past and the present blend into one fascinating tale, and the stories, scattered like seashells on the beach, each with its own beauty and mystery, are reconstructed into a precious mosaic. mupa.hu
ITALIAN POP-OPERA TRIO IL VOLO BACK IN BUDAPEST IN 2025! NOVEMBER 14, 2025, MVM DOME, BUDAPEST As part of the new tour ’LIVE IN CONCERT 2025’, Piero Barone, Ignazio Boschetto and Gianluca Ginoble will return to Budapest with an unforgettable concert to enchant the Hungarian audience once again. IL VOLO continues to forge ahead on the musical front, so the 2025 tour has plenty of new surprises in store for fans. The international version of their latest album, ‘Ad Astra’ (International edition), was released last December with five new songs, including ‘Capolavoro’ (English version). In addition, their new single, ‘Tra le onde’, which harmonizes perfectly with the trio's unique sound, became available at the same time. The owner of Koncertpromo and BRICS Entertainment, Roland Horváth, said that "we are delighted to bring IL VOLO back to Hungary. The new songs guarantee that the concert will be an unforgettable experience for the Hungarian audience. With its impressive facilities and modern infrastructure, the MVM Dome is a worthy venue for such a world-class performance." During the concert, the audience will be taken on a special musical journey from Italian classics to the world of modern pop opera. This concert is guaranteed to be an unforgettable experience for all ages. koncertpromo.hu
