THE FIRST FEMALE PRIME MINISTER OF JAPAN, SANAE TAKAICHI TOUCHED A RAW NERVE WHEN SHE MENTIONED THAT TOKYO MIGHT CONSIDER MILITARY RESPONSE IF CHINA WERE TO USE FORCE TO ATTACH TAIWAN TO THE PEOPLE’S REPUBLIC OF CHINA. THIS PROMPTED AN IMMEDIATE RESPONSE FROM MAINLAND CHINA THAT CONSIDERS THE ISLAND AS ONE OF ITS OWN. ALL THIS COMES IN THE CONTEXT OF A TROUBLED PAST BETWEEN JAPAN AND CHINA AND AN ARMS RACE IN THE REGION.
The Netherlands
Established in 2002, the Budapest-based DutchHungarian Chamber of Commerce (Dutcham) is a self-financed business association with the aim to facilitate the exchange of professional expertise and provide networking possibilities for Dutch companies operating in Hungary. The leaders of the organization tell Diplomacy&Trade that Dutcham members appreciate the efforts to think beyond the traditional networking and knowledge-sharing practices.
see articles on pages 08-13
Israeli Business Forum
Corporate leaders from Hungary and Israel met at a business forum in Budapest with representatives of 62 Hungarian companies and 36 firms from Israel participating at the event. Over 150 business-to-business talks took place in the course of the day and a memorandum of understanding between the export promotion agencies of the two countries was also signed.
see article on pages 14-15
letter from the publisher
Given the controversial nature of Sino-Japanese relations over the past century, the Japanese prime minister’s recent warning that Japan might consider a military response should mainland China use force against Taiwan has struck a sensitive nerve. As our international analyst notes, such developments risk further fueling the arms race already under way in the region. Thus far, China’s responses have been largely symbolic – ranging from discouraging its citizens from traveling to Japan to suspending seafood imports – but the accumulation of such pinpricks could eventually escalate into a more serious confrontation.
In this issue, our Focus section turns to relations between Hungary and the Netherlands.
Leaders of the Dutch-Hungarian Chamber of Commerce discuss the organization’s wide-ranging activities, emphasizing its member-to-member approach, which supports not only Dutch companies operating in Hungary but also Hungarian firms seeking opportunities in the Netherlands. We also profile several Dutch companies currently active in the Hungarian market.
The largest-ever business delegation from Israel to Hungary attended a forum in Budapest this October. Our business section reports on key topics discussed at the event and includes interviews with two corporate leaders who joined the delegation in search of new business opportunities in Hungary.
A similar objective brought a group of winemakers from Kosovo to Budapest.
At an event hosted at their country’s embassy, they showcased Kosovo’s rapidly evolving wine sector, creating a dynamic platform for strengthening economic cooperation between Kosovo and Hungary.
“Stylish clothes are a girl’s best friends” – this is the credo of the Austrian ambassador to Hungary. In this month’s WittyLeaks column, she also reveals her passion for books and shares how she is currently discovering contemporary Hungarian writers.
Entering Advent season, our tourism pages take readers to Slovakia, capturing the festive atmosphere from the traditional Christmas markets of Bratislava to the spectacular Tatra Temple of Ice in the mountains.
As the year draws to a close and the festive season invites both reflection and anticipation, we hope this issue offers insight, inspiration and a moment of pause amid a rapidly changing world.
Peter Freed
PUBLISHER
PUBLISHER: Peter Freed PHOTO EDITOR: Dávid Harangozó
ADMINISTRATION: Blanka Szalontai
CONTRIBUTORS: Sándor Laczkó, Tamás Magyarics, Astrid Harz
PHOTO CONTRIBUTORS: depositphotos.com (cover), Hungarian Ministry of Foreign Affairs and Trade (cover), AutoWallis, eteleplaza.hu, WING, masterplast.hu, Allee, depositphotos.com, Air France-KLM, André Rieu Production, Hungarian Ministry of Foreign Affairs and Trade, HEPA, Embassy of Austria, Embassy of the Republic of Kosovo in Hungary, Balázs Mohai, Presspresso, Carter B. Smith, Szilvia Csibi, Matej Kovac, Bratislava Tourist Board, Marek Hajkovsky
cont en ts
03 ON THE RECORD 04-05 COMPANY BRIEFS
06 ANALYSIS
Tense relations between China and Japan 08-13 DUTCH FOCUS
Dutch-Hungarian Chamber of Commerce; Air France-KLM; André Rieu in Budapest 14-15 BUSINESS
Israeli Business forum in Budapest
16 WITTYLEAKS by the Ambassador of Austria 18 WINE
Presentation by Kosovo wineries 21 WHAT’S ON Concerts, festivals, events and exhibitions in and out of Budapest 22-23 TOURISM
Christmas spirit in Slovakia
BRITISH FOCUS – COMING SOON
In an upcoming issue, Diplomacy&Trade is going to present, in cooperation with the British Embassy in Budapest, a special focus section on relations between Hungary and the United Kingdom. According to the Hungarian Ministry of Foreign Affairs and Trade, investments from Great Britain play an important role in sustaining Hungary's economic growth. British companies provide jobs for more than 50,000 Hungarians. An interview with the recently appointed British ambassador to Hungary, Justin McKenzie Smith will focus on the main aspects of bilateral relations. The compilation will also present the British Chamber of Commerce in Hungary, the embassy's International Trade and Investment Department and the British Council as well as British companies present here.
Event guide to the Hungarian capital page 21
A presentation of wine producers from Kosovo in Budapest page 18 Festive season experience in Slovakia pages 22-23
HUNGARIAN PARLIAMENT PROLONGS STATE OF EMERGENCY
In the second half of October, the governing majority in Hungarian parliament assented to prolonging the government’s state of emergency for another 180 days till May 13 next year. The proposal submitted by the justice ministry was passed with 127 votes in favor and 56 against. In its proposal, the ministry referred to the war and humanitarian disaster in Ukraine and the war's ramifications concerning the European economy.
To tackle those impacts, Hungary needs to maintain its ability to come up with fast and effective responses, the draft stated.
The state of emergency allows Viktor Orbán's government to enact laws by decree, bypassing the requirement to get them across Hungarian parliament in which it has a twothirds majority.
A crisis situation was first declared by the then government of Viktor Orbán in March 2016 due to "mass immigration," then during the new coronavirus epidemic and then citing Russia's war in Ukraine.
RIVAL RALLIES TEST HUNGARY’S POLITICAL MOOD
Tens of thousands of Hungarians filled the streets of the capital on the national holiday of October 23 for rival rallies led by Prime Minister Viktor Orbán and his chief challenger, Péter Magyar, in what observers see as the first major test of strength ahead of next year’s general election. The dueling demonstrations were held on October 23, a national holiday marking the anniversary of Hungary’s failed 1956 uprising against Soviet rule, a symbolic date for a nation long divided over questions of sovereignty and identity.
The Prime Minister, who has governed for nearly 15 years and turned Hungary into one of Europe’s most nationalist and Russia-friendly states, faces his toughest challenge yet. Recent independent polls show Magyar’s Tisza party narrowly leading Orbán’s ruling Fidesz, though government-aligned think tanks insist the PM still holds the edge. Parliamentary elections are expected next April. Orbán, once an anti-communist dissident who has since become the EU’s most Moscow-friendly leader, warned that Brussels had “turned the war in Ukraine into its own war,”
on the record
spending EUR 185 billion “on a hopeless conflict.”
Across town, chants of “Russians, go home” – echoing the slogan of the 1956 revolution – rang out from the opposition’s rally, where Péter Magyar portrayed Orbán as “the Kremlin’s most loyal ally.”
Magyar, a former government insider turned critic, accused the prime minister of betraying the spirit of 1956 by siding with Moscow and isolating Hungary from its European partners. He pledged to restore Hungary to the political mainstream of the EU and to reverse Fidesz’s sweeping nationalist overhaul, which has led Brussels to suspend EUR billions in funding over corruption and rule-of-law concerns.
EC CLEARS EUR 10.8 MN IN SUPPORT FOR HUNGARIAN FARMERS
The European Commission adopted a proposal to pay EUR 10.8 million in support to Hungarian farmers hit by spring frost. All grape and fruit growers who have suffered a verified loss of more than 30% of their yield will be eligible for this aid, in addition to the damage mitigation allowance.
The EC said that frost affecting nearly the whole country in April and May had damaged apples, apricots, cherries, peaches, pears and quinces.
The funds available to Hungary must be paid out to beneficiaries who have suffered frost damage by April 30, 2026. Farmers who have suffered damage will also receive assistance from the damage mitigation fund in the usual manner, provided they meet the relevant conditions.
The EC also approved support for farmers in Bulgaria, Latvia, Lithuania, Poland and Romania.
DIGITAL PAYMENTS UP WITH VIRTUAL CARDS GAINING GROUND
Hungarians are increasingly embracing digital payment methods, with 93% of the population now owning a bank card, according to new research by Gránit Bank. The study highlights the growing shift from cash to digital transactions, a trend mirrored across Europe.
While traditional card payments remain the dominant method, one in ten Hungarian bank customers already use single-use virtual cards for online shopping to boost security. The research also found that two-thirds of respondents prefer using bank cards for everyday purchases in stores.
UPCOMING
Digital payments – from contactless and mobile transactions to virtual cards –are becoming the norm. The survey found that 65% of Hungarians favor digital payment options, underscoring a clear move toward cashless habits. Cash remains in circulation, however, particularly among older consumers and residents of smaller towns.
Globally, the trend aligns with broader shifts: the share of cash payments in the euro area dropped from 72% in 2019 to 59% in 2022, according to the European Central Bank. Meanwhile, mobile wallet adoption worldwide is projected to surpass 5.5 billion users by 2028, data from Statista shows, signaling rapid digitization of everyday finance.
When it comes to online shopping, nearly half of Hungarian customers pay with debit or credit cards, while 10% use single-use virtual cards and 8% rely on reusable virtual cards for added safety.
STUDY SUGGESTS HUNGARIANS ORIGINATED FROM WEST SIBERIA
Genetic matches have shown that some Hungarians living in the 10th century had Uralian origins, research led by the Budapest-based Eötvös Lóránd University Research Center for the Humanities (ELTE RCH) shows. In the 'milestone study' published in The Cell journal, ELTE RCH's Institute for Archaeogenomics analyzed 120 genomes from western Siberia to the River Volga region, the university said in a statement.
Results have "tightly link[ed] the Magyars to people of the early medieval Karayakupovo archaeological horizon," who lived in the southern Urals in the 8-10th century, the researchers said. They also found genetic matches for peoples living along the Irtis and Tobol rivers in the 3-5th century, showing that Hungarians originated from western Siberia in the early centuries AD, the statement said.
Using a newly refined method to build genetic networks based on matching DNA segments, researchers found that the Karayakupovo peoples in the Volga-Ural region and some of the Magyars who arrived in the Carpathian Basin in the 8th10th century formed a shared genetic network pointing to a large population linked through distant family relations, despite a distance of some 1,000 kilometers between the two populations, the statement said.
The Karayakupovo culture was "one of the most important sources" of Hungarians found in the Carpathian Basin in the 8th-10th century. Karayakupovo communities were widespread on the Asian and European sides of the Urals by the 6th century AD, the research shows. Strong genetic links and Uralian genome found in medieval Hungarians show that they populated the Carpathian Basin relatively quickly.
company briefs
MOL GROUP TO TRANSITION TO A HOLDING STRUCTURE
MOL Plc. has notified market participants on the website of the Budapest Stock Exchange that MOL Group’s Board of Directors and Supervisory Board decided to initiate the reorganization of the Group by switching to a Holding structure. The statement points out that The MOL Group's business portfolio is constantly changing, both organically and through expansion. Changes in the MOL Group's external environment, regulatory impacts, and the size and complexity of the business require the Group to transform its corporate structure, management model, and operations. The goal is to develop a flexible legal structure that will enable the reduction or complete elimination of emerging constraints, thereby supporting the implementation of the Group’s Shape Tomorrow strategy.
The holding structure allows for the complete legal separation of business activities. This reduces the complexity of operations, and supports more autonomous decision-making of businesses. Following appropriate decisions, any future divestment, partnership or merger transactions can be executed with the shortest possible preparation time.
With the transition to a holding structure, MOL Group will consist of a holding company (MOL Plc.) and several operating companies (namely Upstream, Downstream and Retail, besides the existing Circular Economy business line). After the transition is completed, these operating companies will remain 100% owned subsidiaries of MOL Plc. and MOL Plc. maintains its stock exchange listing. Strategic management, business line oversight, financing, investment decision optimization, and control will remain with MOL Plc.
MERCEDES-BENZ IMPROVES MANUFACTURING EFFICIENCY
Mercedes-Benz is improving its manufacturing efficiency to prepare its plants for the most comprehensive product offensive in the company's history, the company said this October.
AUTOWALLIS ACCELERATES VEHICLE SALES
AutoWallis Group’s vehicle sales rose significantly, by 8.4%, in the first nine months of the year. The growth was primarily driven by the Retail Business Unit, which expanded by more than 21%, while the Distribution Business Unit also outperformed last year’s figure by 2.5% after catching up with earlier quarters. The strong sales performance of the region’s leading integrated automotive and mobility service provider was supported by both organic growth and acquisitions, the company says in its Q1–Q3, 2025 sales report published on the website of the Budapest Stock Exchange.
The main growth driver remained the Retail Business Unit, which increased new vehicle sales by 21.1% to 8,716 units, while used vehicle sales grew by 45.2% to 2,766 units. The business unit performed well despite a temporary surge in sales
Each operating company will implement autonomous management based on clearly defined responsibility and authority. As a result, each operating company is expected to significantly enhance its business competitiveness through swift decision-making in response to changes in the external environment and become more flexible in system development in accordance with business characteristics.
The German carmaker is investing more than EUR 2 billion in modernizing its European factories, with automation and digitalization expected to reduce costs by 10%. According to the announcement, the Next Level Production program will make production more flexible and sustainable at the company, which is preparing to start manufacturing more than 40 vehicles at its plants over the next three years. Improving flexibility and adaptability will also enable a faster response to geopolitical challenges, they wrote.
They also emphasized that Mercedes-Benz is strengthening Germany's position as an industrial location in its global production strategy, but Hungary may also play an important role, as the product offensive could begin with the production of new models at the Kecskemét plant in the first half of 2026, in addition to the Bremen plant. The production of long-wheelbase versions for the Chinese market is planned for later at the Beijing plant.
Mercedes-Benz has been manufacturing vehicles in Hungary since 2012, and a year ago, the two millionth car was produced at the local plant. According to previous announcements, the company has faced a number of difficulties recently, with sales falling by 9% in the second quarter, but the production capacity of the Kecskemét plant could increase to 300,000 per year thanks to further investment by the company.
MASTER GOOD AT THE ANUGA FOOD TRADE FAIR
The balance of power in the global meat industry has shifted, with chicken meat emerging as the winner of the past decade. Returning from the ANUGA food industry trade fair in Cologne, László Bárány, managing director and owner of Master Good, said that the poultry sector is set to grow by at least 25% over the next ten years, and it is now clear that chicken has become the world's source of protein. The vegan hype is over, consumers have said they don't want it, Master Good said in a statement.
ANUGA is the largest global trade fair for the entire food industry – everyone from beverage manufacturers to the dairy and bakery industries to the confectionery industry is present, and the whole world travels here. According to László Bárány, "during the exhibition, visitors came to our stand from everywhere, from Australia to Africa and South America to North America, Europe and Asia. Our true value lies not only in our finished products. Our company controls the entire chicken meat product chain, from the field to the consumer's table, and we can clearly explain this to our partners. It was extremely important for visitors to see how sustainably the plant where the products originate operates and that we carry out production at the highest professional level at every stage.” He added that "in this rapidly changing world, where consumer trends can change dramatically in a single year, it is very rare for anyone to be able to react as quickly as we do. This is what makes us almost unique globally."
This year's trends at ANUGA also showed that demand for poultry meat, especially chicken, is growing at an unprecedented rate worldwide. Due to the economic crisis and inflation, consumers are "shopping down," meaning they are looking for cheaper but highquality sources of protein.
during the base period, caused by unique factors – specifically campaigns for Japanese brands (Toyota, Suzuki, Nissan) that ended in March last year.
Of the increase in new vehicle sales, 1,400 units were attributable to the Czech acquisitions completed last year – of three BMW dealerships of NC Auto (Stratos) and the Milan Král Group – as well as to the sales generated by the new Renault and Dacia dealership opened in Budapest last autumn. The number of service hours rose by 46.8% to 232,742 hours in the first nine months of the year.
The Distribution Business Unit increased its sales by 2.5% to 27,924 units in the first three quarters of 2025 compared with the same period last year. Given that sales were 3.7% lower in the first half, this shows that the Group not only offset the decline during the JulySeptember period but also accelerated sales compared to last year. The growth was largely driven by the strong performance of Dacia, the improved results of Opel (mainly thanks to the Croatian market), which were lagging behind in the previous quarters, and the start of Nissan’s operations in Romania.
company briefs
FUTUREAL SIGNS REFINANCING AGREEMENT FOR ETELE PLAZA
Hungarian property developer Futureal has signed a EUR 165 million refinancing and credit line agreement with a consortium of Erste Bank Hungary, Erste Group AG and UniCredit Bank Hungary, the property developer said in a statement.
WING STRATEGIC PARTNERSHIP WITH ACCENT HOTEL MANAGEMENT
Real estate developer WING and Accent Hotel Management have signed a strategic agreement to efficiently operate joint hotel projects in Hungary.
The cooperation between the two companies is not new: WING and Accent's first joint hotel project was the Best Western Plus Lakeside Hotel in Székesfehérvár, which opened in 2015. WING is the developer and owner of the hotel, while Accent Hotel Management Ltd. has been entrusted with operational tasks for ten years, and a franchise agreement has been signed with the American hotel chain for the use of the Best Western brand name.
Following the joint success achieved with the hotel in Székesfehérvár, the two companies are now taking their cooperation to a new level by establishing a joint venture to provide professional hotel management and development services. Budapest-based Accent Hotel Management Ltd. operates more than 2,000 rooms in 29 hotels in Hungary and Austria with 1,100 employees for various property owners and is actively expanding its portfolio in the market. As an independent player, a so-called ‘white label’ operator, it also cooperates with international hotel chains under franchise agreements, with Marriott, Best Western, and Accor hotels included in its hotel portfolio.
The real estate developer WING Plc. launched its hotel business in 2019. It is associated with the country's first hotel with direct airport access, the ibis Styles Budapest Airport Hotel, the first B&B Hotels unit in Hungary, located in the city center, as well as the first TRIBE hotel in the Central and Eastern European region and in the country.
Futureal refinanced credit for Etele Plaza, a shopping center in the southwest of the Hungarian capital, that it signed for in 2018. The term of the agreement was extended until 2035.
Futureal had earlier put the cost of building Etele Plaza at over EUR 300 million.
Futureal is among Europe's ten biggest property developers.
Opened in 2021, Etele Plaza shopping and entertainment center has over 150 stores,
SUCCESSFUL THIRD QUARTER AT THE MASTERPLAST GROUP
Masterplast Group, the largest Hungarianowned building materials manufacturing company in the Central European region, published its Q3 quarterly report this October. The report states that during the summer months, the construction market was characterized by subdued activity, similar to previous periods, followed by a marked recovery in September. The growth was driven by the strengthening of the construction cycle in the Central European region and the acceleration of the EKR programs in the Hungarian market. In the reporting period, Masterplast’s revenue increased by 25% compared to the same period of the previous year, accompanied by a notable improvement in production capacity utilization.
In the third quarter, EBITDA reached EUR 3,429,000, compared to EUR 1,500,000 in
a grocery store, restaurants, cafes, a gym, a multiplex cinema, a children's playroom, and a wide range of services, with 55,000 square meters of leasable space.
It is Hungary's first smart plaza, which has earned one of the highest ratings for sustainable buildings, BREEAM In-Use Outstanding, and its building management system (BMS) maximizes the efficient operation of the complex.
the previous year, indicating a substantial strengthening in the Company’s profitability. Exchange rate movements, however, had an adverse effect on financial results, and the Company closed the period with a net loss of EUR 529,000, which nevertheless represents an improvement over the EUR 1,291,000 loss recorded a year earlier.
Excluding the impact of associated companies, Masterplast’s profit before tax was already positive. The losses of associated companies mainly reflected start-up phase expenses related to the glass wool factory, which affected the consolidated figures. As a result of the successful quarter, the Company’s cash position increased significantly, providing sufficient coverage not only for operational financing needs but also for the bond repayment due in the fourth quarter. Based on the current order portfolio, the favorable trend observed in September is expected to continue in the upcoming periods, with the final quarter of the year projected to be the strongest in terms of both revenue and profitability.
ALLEE SUSTAINABILITY PERFORMANCE RECOGNIZED
The Allee Shopping Center in Budapest has received a five-star rating in the GRESB (Global Real Estate Sustainability Benchmark) system, making it one of the best-performing retail facilities in the Eastern European region. The prestigious ESG benchmarking system evaluates the sustainability performance of real estate based on a complex methodology that takes into account more than a hundred indicators and evaluation criteria.
highest available, awarded to the top 20% of performers in their category. Allee ranked first among Eastern European retail groups and fifth among European unlisted retailers out of nearly 100 units surveyed.
GRESB is one of the world's most recognized ESG benchmarking systems in the real estate sector. It assesses the performance of more than 2,000 real estate funds and facilities annually based on environmental, social, and governance criteria, enabling industry comparison and transparency. The assessment examines more than 100 indicators, from corporate governance structure and sustainability strategy to energy and water consumption, emissions reduction and innovative operational solutions. The five-star rating is the
"This result is not only a prestigious rating, but also feedback that our investments and continuous improvements in sustainability are measurably improving the performance of the building. One feature of the GRESB system is that it only takes into account developments from the previous three years. This means that continuous innovation is necessary to maintain or improve the level previously achieved," the Technical Director of Allee, Dávid Tuska emphasized.
analysis
RAW NERVES IN SINO-JAPANESE RELATIONS
THE TWO COUNTRIES HAVE A HISTORICALLY AND GEOPOLITICALLY COMPLICATED RELATIONSHIP
BY TAMÁS MAGYARICS
The first female Prime Minister of Japan, Sanae Takaichi touched a raw nerve almost the first day in office when she mentioned that Tokyo might consider military response if China were to use force in her endeavor to attach Taiwan to the People’s Republic of China – or, to be politically correct from Beijing’s point of view, if the reunification were to be carried out by using force. The (over)sensitiveness on China’s part can be understandable given the rather controversial Sino-Japanese relations in the past hundred years or so.
Troubled past
It started with the Japanese invasion of Manchuria, followed by the ’rape’ of Nanking at the end of the 1930s; the Second World War and Japanese colonization of Taiwan, the ongoing debate over the Senkaku /Diaoyu Islands (currently under Japanese control) in the East China Sea, and such highly emotional issues as, for instance, PM Shinzo Abe’s visit at the Yusukani Shrine in 2013, dedicated to the Japanese soldiers killed from 1869 to 1945. Of course, the years of the Cold War did not enhance the friendly connections between the two states either. On the other side, the ever-aggressive Chinese claims over disputed areas in the East China Sea and the South China Sea have raised concerns in Japan, and such utterances as Yang Jiechi’s did spill oil on a fire in the region. The then Chinese Foreign Minister declared with imperial haughtiness in 2010 with reference to territorial disputes with neighbors that ”China is a big country and other countries are small countries and that’s just a fact.”
Arms race in the region
Of course, Beijing is cloaking its regional power ambitions in pious language appealing to international law. Following PM Takaichi’s comments, Beijing sent a letter to the UN Secretary General claiming that a Japanese military action around Taiwan would provoke a Chinese action in ’self-defense’. Others maintain that a potential Chinese blockade around Taiwan would amount to breaking international law – in fact, in the current shifts in international relations from a nominally liberal one back to balance-of-power politics, formal international law seems to be taking a back seat.
The outcome of the emergence of China as a major military power is lurking, among others, behind the current Sino-Japanese spat. Taiwan is a pivotal place for the rivalry between China and the U.S. The U.S. strategy with regard to China is oscillating between treating China as a peer competitor and a strategic partner. Within the context of the first option, Japan is playing a key role alongside of countries around China, including South Korea, Taiwan, the Philippines, Indonesia, Vietnam and India. Then, there is the informal defense cooperation between the U.S., Japan, Australia and India – the so-called Quad. Tokyo, on her part, has recently been shifting cautiously her military posture. The constitution precludes the country from possessing offensive weapons. However, the recent procurement has included weapons capable of counterstrike; together with the U.S. security umbrella, these capabilities contribute to the potential of U.S. allies around the PRC. Mention should also be made to Taipei’s ambitious military buildup: Taiwan is planning to spend USD 40 billion on new
weapons systems – imported predominantly from the U.S. By adding the dynamic Chinese military buildup, especially that of the blue water navy, a genuine arms race is unfolding in the region. Washington is trying to pursue a sort of containment 2.0; more specifically, it is trying to prevent China from getting into the Pacific Ocean. Beijing is interpreting Washington’s ’pivot to Asia’ or ’rebalance to Asia’ along these lines. Taiwan is in the center of this strategy, that is why China on one hand, and the U.S. and its allies are so jumpy whatever is happening to or around the island. Moreover, the People’s Republic of China asserts that the U.S. has implicitly recognized Taiwan as part of the PRC when she switched from the ’two-China’ policy to the ’one-China’ policy in the 1970s.
North Korea as containment
Sino-Japanese relations are also influenced by those between Pyongyang and Beijing. Hsi Jin-ping and Kim Jong Un had bilateral talks in early September. Both countries are having rather tense relationship with Japan; the North Koreans’ provocative missile launches over the island are almost regular features in the region. Though it would be misleading to believe that China can dictate North Korea’s each step, it is a fact that without Chinese economic, diplomatic, and political assistance, the ’Hermit Kingdom’ might not be able to survive. One of China’s not-so-hidden goal might be to keep afloat North Korea as a thorn in Japanese flesh, and not so subtly to remind Tokyo that, in case, Beijing might unleash North Korea military machine. Japan also has territorial disputes with Russia in the
north (the Kuril Islands). The Chinese grand strategy vis-á-vis Japan might be called a kind of containment, too: with China, North Korea and Russia around Japan might be balancing the American ’first-island’ strategy to some extent. It is a more or less agreed assessment of the Russo-Ukrainian conflict that China is watching very closely whatever is happening over there – especially with a view to the potential consequences of achieving territorial changes by force. China is also interested in propping up Russia against the West (in company with a large number of countries), not least because the Russians enjoy the capability of keeping sea routes open which are almost vital for Chinese exports and imports.
Touching raw nerves
Relations between China and Japan are very much like most of the bilateral relations between great powers: if you start exploring one of their aspects, you are quickly led to another question, and then another one, and so on. Touching raw nerves in such a historically and geopolitically complicated relationship as the one between China and Japan is unavoidable. So long as the responses are predominantly symbolic, such as discouraging their citizens from visiting the other country, or terminating seafood imports from the other one, the nerves can be healed without sustaining any permanent damage. Nevertheless, the accumulations of pinpricks of this sort may as well lead to a more serious confrontation if the parties affected are unable to hold their nerves at one point.
Tamás Magyarics is a foreign policy analyst
A CHAMBER OF MEMBERTO-MEMBER APPROACH
DUTCHAM WELCOMES DUTCH AND HUNGARIAN COMPANIES ALIKE
Established in 2002, the Budapest-based Dutch-Hungarian Chamber of Commerce (Dutcham) is a selffinanced business association with the aim to facilitate the exchange of professional expertise and provide networking possibilities for Dutch companies operating in Hungary.
In April this year, Maurice Janssen took over as Chairman of The DutchHungarian Chamber of Commerce in Budapest. Regarding his motivation to fill this post and his plans in this position, he recalls to Diplomacy&Trade that he became a Dutcham member almost five years ago after he moved to Budapest to open up the Crowne Plaza hotel in the Hungarian capital. “It was important for me to connect to the Dutch business community being
originally from the Netherlands. My predecessor at the helm of the Dutch chamber, Katinka Zinnemers did an amazing job. Last year, the Board asked me to become the Chairman, and I thought it was a good opportunity for me to add some duties to my day-to-day role and become the chair of this vibrant community in Hungary. After the new coronavirus epidemic, we needed to find ways to continue to connect to our members and to continue our membership growth. Katinka has done that together with a very seasoned board because some board members have been there for years, some even decades. That's a great basis for me and the board to go from and continue that growth momentum. The Dutch community in Hungary, just as the membership of Dutcham, is very diverse. We need to have a holistic approach to our operation in order to be of value for everybody.”
Leadership experience utilized
When asked how much of his career experience from the past he can utilize at the helm of Dutcham, he stresses that “as the General Manager of Crowne Plaza Budapest or any hotel for that matter, you need to be hands-on,
dutch focus
flexible and considering many stakeholders in your day-to-day operations and decisions. Hoteliers are very solution oriented. Our world is fast- paced. The hospitality industry as well as our guests expect instant responses, instant results. My leadership experience due to the aforementioned trades is easily applicable to Dutcham. Definitely, the industry has prepared me greatly also for a role in the DutchHungarian Chamber.
A Chamber available to all Dutcham helps not only Dutch companies here, but also Hungarian companies in the Netherlands. This is not very common in other chambers. As Balázs Erényi, Vice Chairman of The Dutch-Hungarian Chamber of Commerce and a long-standing member of the board of directors points out, Dutcham is
a chamber that is available to all regardless of nationality or size of business. “We support business wherever we can in Hungary but also help those on the way who want to set foot on Dutch soil. As you know, The Netherlands was a stomping ground for many big multinational companies that have Dutch heritage but are not necessarily Dutch anymore.”
‘Member-to-member’ approach
Apart from the members themselves, Balázs Erényi confirms that Dutcham has important partners in performing its duties. “In the past years, Dutcham evolved into one of the most vibrant business communities in Budapest. Our activities aim to facilitate the exchange of professional expertise and provide networking possibilities for Dutch companies operating in Hungary and for those Hungarian companies setting foot in the Netherlands. Based on the positive feedback we receive from our members and wider network, I am confident to say that our ‘member-to-member’ approach is working well. Members appreciate our efforts to think beyond the traditional networking and knowledge-sharing practices. Besides advocating Dutch business values and innovative ideas in the areas of sustainable business practices, digital transformation, economic environment, HR&Leadership, we also try to identify the synergies with the other bilateral chambers and business organizations that we can explore and make a real difference together. Differentiation and synergies can create an impact that will drive an increased number of memberships and the satisfaction of our current members.”
He adds that everything the Chamber stands for
is connected to Growth: “growth as a human being, growth of our knowledge, our networks, our experiences. At the end of the day, the Chamber is only able to work for their members with sufficient financial support. Dutcham is dependent on the membership fees and the sponsorship of member companies. Although we are grateful for the long-lasting support of our members and very kind partners and sponsors, I still can see a big potential here. We will actively try to connect to new members and make them part of our journey to bring business and people together.”
The Embassy of the Kingdom of the Netherlands is another important partner, with which Dutcham has a close relationship. The Deputy Ambassador often participates in the board meetings as an extraordinary member. “The Embassy is
often represented on our events as well, we join them on official visits in Budapest and the countryside,” he adds.
At the helm of EU Chambers
This year, Dutcham is the presiding chamber of the European Chamber of Commerce in Budapest. As for the tasks and responsibilities this role means for the Dutch chamber, the General Secretary of Dutcham, Beáta Rakos-Szegleti highlights that since its establishment in 1994, the Permanent Commission of EU Member States in Hungary (EU Chambers) has been dedicated to enhancing the legal, institutional, and business landscape for companies from other EU member states operating in Hungary. EU Chambers actively foster investment and trade between Hungary and other EU countries and organize collaborative events. As part of the rotating presidency among the chambers, this year serves as a pivotal moment for Dutcham as it is both an honor and a privilege to continue the mission of the Commerce in Hungary.
“EU Chambers is already a testament for 31 years to the shared vision that unites us: a strong, resilient and inclusive European business environment. Hungary continues to play a vital role in the economic fabric of Europe. Positioned at the crossroads of East and West, this country has proven itself to be a strategic hub – not just geographically, but also in terms of innovation, adaptability, and ambition.”
She asserts that economic growth cannot happen in isolation. “It thrives when we embrace inclusivity – when we ensure that opportunities are accessible to all, regardless of background, nationality or sector. At the heart of our efforts lies a belief in the power of working together. Within Europe, we have always been more than just a geographical or economic alliance; it is a living example of what we can achieve when nations, businesses, and people collaborate. The EU Chambers in Hungary embodies that spirit –connecting entrepreneurs, supporting crossborder cooperation, and serving as a bridge between local enterprises and the wider European market. During our term, we wish to inspire new partnerships, deepen trust and foster bold initiatives. Because in unity, we find strength. And in a shared purpose, we find progress,” she concludes.
dutch focus
HUNGARIAN AIR TRAVEL MARKET FULL OF OPPORTUNITIES
AIR FRANCE-KLM COMMITTED TO MORE SUSTAINABLE AVIATION THROUGHOUT ITS EXTENSIVE NETWORK
Fleet renewal, more sustainable operation, operational efficiency and enhancing the passenger experience – these are some of th e most important issues Jan Kropáček, Country Sales Manager for Czech Republic, Hungary and Slovakia at Air France-KLM discusses with Diplomacy& Trade as the company continues to strengthen its competitive edge through its network.
Jan Kropáček was appointed head of the Hungarian Sales Team in March this year. Speaking of his first experiences, he emphasizes that he considers “the opportunity to lead in this region both exciting and deeply meaningful, given my Czech background and strong connection to Central Europe. While the Czech and Hungarian markets each have their unique characteristics, they also share many important similarities. I have been truly impressed by the effectiveness and collaboration demonstrated by our local teams and partners. Looking ahead, our foremost priority is to adapt to evolving market conditions while ensuring sustainable, long-term success across the region.”
Value for money
As for the unique characteristics of the Czech and Hungarian markets – and the differences – he says that Hungary is a typical Central European market – price-sensitive but full of growth opportunities. Passenger numbers are rising, showing that the right strategy can make a real impact. Like in many other countries in the region, consumers are paying closer attention to the value they get for their money, even when traveling. “This is driving stronger demand for premium products. Still, as mentioned earlier, there is plenty of room for further improvement.”
True First Class Cabin
Competition with other Western European airlines is becoming increasingly fierce. As to what sets Air France–KLM apart from its competitors in this regard, the Country Sales Manager stresses that Air France is one of the few airlines worldwide that still offers a true First Class cabin in addition to Business Class. “This product is distinguished by its exceptional design, featuring a five-window space with both a bed and a chaise longue to deliver maximum comfort and privacy for our customers with personalized service and a gourmet food offering curated by Michelin-starred chefs. This product is being gradually introduced across Air France’s long-haul fleet, starting with select Boeing 777 300ER aircraft.” At the same time, the company continues to strengthen its competitive edge through its network. “Air France–KLM currently operates the largest number of flights between North America and Europe, and with the acquisition of SAS Scandinavian Airlines, we have significantly expanded our presence in Northern Europe,” he adds.
Operational efficiency
It is a declared aim at Air France–KLM that the company will continue to invest in a cleaner and quieter fleet as a long-term objective.
“In practical terms, this means we are modernizing our fleet by phasing out Boeing 737s that are more than 20 years old and replacing them with Airbus A321neos, which deliver industry leading fuel efficiency and reduced emissions. At the same time, we continue to expand our long-haul fleet with
Boeing 787s and next year, KLM will introduce the Airbus A350, further strengthening our commitment to sustainability and operational excellence. Beyond fleet renewal, we are also investing in sustainable aviation fuel, with the ambition to exceed the European Union’s 2% requirement,” Jan Kropáček points out.
Operational efficiency remains a key priority. The company is implementing measures such as single engine taxiing whenever possible and optimizing flight paths and descent procedures to minimize fuel burn and environmental impact.
This focus on sustainability extends across the Group. Air France is accelerating its own fleet renewal, with regional aircraft progressively replaced by more fuel-efficient Airbus A220s. Today, new generation aircraft already represent around 30% of the combined Air France–KLM fleet, underscoring the company’s determination to build a cleaner, more efficient future for aviation.
More sustainable aviation
Sustainability is one the first things that people associate with The Netherlands and it also appears in the activities and efforts of KLM. The Country Manager asserts that sustainability is deeply rooted in Dutch culture, and “at KLM, it is reflected in our daily operations and long-term strategy. We are actively expanding the use of sustainable aviation fuels (SAF) and working with partners, including Delft University of Technology, on breakthrough research in aerodynamics and future energy solutions such as hydrogen. Beyond fuel innovation, we are modernizing our fleet, optimizing ground and flight operations to reduce emissions, and ensuring that onboard services reflect our commitment to sustainability – from fresh, locally sourced meals to recycling and upcycling initiatives. These efforts go beyond selective waste collection; they embody the Netherlands’ tradition of innovation and responsibility, and position KLM at the forefront of a more sustainable aviation in Europe.”
Serving a global customer base
2026 is just around the corner. Regarding preparations for next year, Jan Kropáček highlights that on top of the fleet renewal already discussed, Air France–KLM is enhancing the passenger experience this winter. Air France is expanding high speed Wi-Fi across its fleet, with full coverage planned by the end of 2026, ensuring passengers benefit from improved connectivity as the rollout progresses. The Group has also broadened its network for the Winter 2025–2026 season. Air France now serves Phuket (Thailand) and Punta Cana (Dominican Republic), while KLM has launched flights to Kittilä (Lapland, Finland) and Barbados (in the Caribbean). “These additions reflect our commitment to offering greater choice and meeting the diverse needs of our global customer base.”
MUSIC GOES TO PEOPLE’S HEART
WALTZ KING ANDRÉ RIEU'S RETURN TO HUNGARY
After years of tremendous success worldwide, world-renowned Dutch violinist and conductor André Rieu appeared on the stage of the MVM Dome in the Hungarian capital this November and will do so in October, 2026 as well. His signature repertoire combines timeless classics from opera, musicals and operettas, as well as beautiful film scores, popular tunes and, of course, romantic waltzes amalgamated into his show.
With over 40 million albums sold and more than 700,000 visitors annually at over 80 concerts worldwide, André Rieu is undoubtedly one of the most successful live acts of our time. His tours regularly take him to sold-out arenas from Chile to Abu Dhabi. Rieu travels with over a hundred people, including several chefs, a doctor and a fitness trainer. The Dutch superstar has over 22 million followers on Facebook, Instagram, TikTok and YouTube, as well as 2.1 million monthly listeners on Spotify.
In 2026, audiences can once again expect a romantic and diverse program. André Rieu’s unique concerts captivate not only with his enthralling music but also with his humorous stage presence. In addition, the elaborate costumes, magnificent stage decoration and impressive lighting effects fascinate people of all ages and backgrounds.
With his current album ‘The Sound of Heaven’, André Rieu sets new standards yet again, featuring pieces from Georg Friedrich Händel to Andrew Lloyd Webber, from Giacomo Puccini to ABBA, from
Charles Gounod to John Williams – ‘The Sound of Heaven’ delights with melodies from musicals such as The Phantom of the Opera, The Sound of Music or West Side Story; film scores from Star Wars and Titanic, as well as classical pieces like ‘Benedictus’ by Charles Gounod and Karl Jenkins.
An enchanting feeling
André Rieu’s love of music comes from his childhood in a family background. As to how this affection began and why he chose playing the violin, he highlights to Diplomacy&Trade that “my father was a symphony orchestra conductor and it was my mother who chose an instrument for all their children. She thought that the violin would suit me best and she was right – there is no other instrument that is capable of translating my inner feelings so well! My affection began when my mother took me to one of my father’s concerts: I saw these violin bows moving all at the same time. I was thrilled and gobsmacked, it was like magic! The enchanting feeling grew even more when my father and his orchestra played a Johann Strauss waltz as an encore, after (let’s say) a Mahler or Bruckner symphony. And then, something extraordinary happened in the audience: the men and women next to me began to move their bodies a little bit to the left and to the right. Dumbfounded once again, I wondered if it had to do with the music: later on, I discovered the magical power of the waltz, the unique force of the ¾ rhythm.”
Delicious melodies
André Rieu is also known as the founder of the waltz-playing Johann Strauss Orchestra. Revealing the secret of success of this close to four-decadeold ensemble that also has Hungarian members, he emphasizes that “it’s the joy we all feel when we play these delicious, wonderful melodies. Let’s not forget that Johann Strauss used to be a genuine pop star in his own time. Had he lived nowadays, thousands of people would follow him on different social media sites, fan accounts would be created on Instagram! However, it is not only the joy but also the authentic fun we have every evening we perform, wherever it is on Earth: there isn’t a single fake moment, every smile and tear is absolutely real!” One Hungarian member he mentions as an example is Béla Mavrák from the Platin Tenors.
Music goes to one’s heart
The Dutch star musician’s signature repertoire combines timeless classics from opera, musicals and operettas, as well as beautiful film scores, popular tunes and romantic waltzes. Commenting
on how he selects and amalgamates these melodies into his show, he simply says: with his heart. “Music is the art form that goes to one’s heart immediately. And when I’m touched by a certain melody – either a film score or an operatic aria – I’m pretty sure that my audience will be touched too. Besides that, both my wife Marjorie and my son Marc have an impressive knowledge of music. Marjorie and I choose repertoires for programs and albums since the very first concerts.”
A big family
A lot of people express appreciation to André Rieu as on his tour and in other activities, he provides jobs for so many people, dozens of families. As an example for that, he mentions his orchestra. “When I founded the Johann Strauss Orchestra back in the 1980s, it consisted of merely 12 young musicians. Nowadays, more than 60 men and women join me on stage and we have about 16 nationalities. Sometimes, future husbands and wives meet in my orchestra and then, I’m sure that it is because of the harmonious power of music: it unites people, it creates eternal friendships. We are a big family.”
Staying fit to perform
On this year’s concert tour, the Dutch star is accompanied by three chefs, a doctor and a fitness trainer as he wishes to ensure that he is – and stays – perfectly prepared, physically and mentally fit for such a multi-country series of concerts. “People sometimes forget that it is hard work to be AND stay in shape at the age I have (I’m pushing 75, and I’m planning to reach the age of 140…). I pay attention to my food, I do not drink alcohol anymore. It’s quite a strict schedule but only then it is possible to stay fit both in a physical and in a mental way. The majority of my orchestra is doing exercises too, by the way: they go to the gym in the hotels we sleep in, they organize Zumba lessons, et cetera,” he points out.
An evening filled with…
The André Rieu returned to the Hungarian capital is this November. Regarding the sort of repertoire and show the Budapest audience can expect at that concert, he said before the event that “of course, I have a few musical surprises, but I won’t reveal them yet – otherwise, they wouldn’t be surprises! But you can be sure of an evening filled with delicious music, wonderful waltzes, marvelous melodies from operas and musicals… and so much more! I’ll bring the Platin Tenors with me, as well as Emma Kok and wonderful sopranos with international name and fame!”
OPENING UP NEW BUSINESS OPPORTUNITIES
THE LARGEST EVER MEETING OF HUNGARIAN AND ISRAELI BUSINESS LEADERS
Corporate leaders from Hungary and Israel met at a business forum in Budapest this October with representatives of 62 Hungarian companies and 36 firms from Israel participating at the event organized by the Hungarian Ministry of Foreign Affairs and Trade and held in a conference room in the Puskás Arena soccer stadium. Over 150 business-to-business talks took place in the course of the day and a memorandum of understanding between the export promotion agencies of the two countries was also signed.
As the host of the forum, the Hungarian Minister of Foreign Affairs and Trade, Péter Szijjártó (pictured on the right) welcomed the participants, highlighting bilateral economic cooperation in his opening address. The minister also acknowledged the important role played by Israeli investors in the Hungarian economy and welcomed the fact that bilateral cooperation was not hindered by any open political issues, and therefore everything is in place for the further development of economic relations for which Hungary provides a safe environment. "Cooperation between the two countries is no longer limited to the traditional areas, but has expanded to include completely modern economic areas: research and development, technological cooperation, space research and even the defense industry," he said.
photo
He also mentioned a few flagship projects, such as that of Continest Technologies, which is already participating in tenders with hopes of success to deliver foldable containers to the Israeli Defense Forces, and the Budapest-based IT and telecommunications company, 4iG, which has established a strong base in the defense and space industries. The third Hungarian company he called attention to was Palmi-Top, which supplies 97% of Israel's waterfowl imports.
Taking
relations to new heights
The Israeli Minister of Foreign Affairs, Gideon Moshe Sa'ar welcomed the fact that the Israeli business delegation attending this forum was the largest ever to arrive in Hungary, “truly great group representing the best of Israeli innovation.”
He was of the view that Israel and Hungary have particularly friendly and close relations, and companies of the two countries complement each other and merge into one another’s activities. “Israel believes in Hungary and its economy, and we want to be part of your success. There are many Israeli companies and investors already operating here in Hungary, so we are not just starting this today, but taking it to new heights,” he pointed out.
He reiterated that the common goal is to double trade between the two countries by 2030.
“Leading companies that have already proven themselves internationally, as well as young startups with the latest technology, are also here as are ones engaged in civil and defense innovation, with a view to doing business in the fields of cyber defense, the food industry, agriculture, energy and various technologies, which will increase our bilateral trade and open up new opportunities for both Israelis and Hungarians,” he stated, calling on Hungarians to do business with Israeli companies: “come to Israel and invest in Israel!”
Memorandum of understanding
In the presence of the two countries’ ministers of foreign affairs, a mutual support agreement was signed at the opening of the business forum by Katalin Bihari, Deputy State Secretary for External Economic Affairs at the Ministry of Foreign Affairs and Trade of Hungary, and CEO of HEPA Hungarian Export Promotion Agency and Nili Shalev, the CEO of the Israel Export and International Cooperation Institute (see picture).
business
Government supports opens doors
At the Hungarian-Israeli business forum, Diplomacy&Trade had the opportunity to talk to two members of the Israeli delegation.
Tomer Avnon is the President and owner of the Avnon Group, a global provider of defense and homeland security solutions. He says that his firm has supported the government of Israel and many other governments around the globe in the fields of homeland security and defense for the last 35 years. A member of the Group is dealing with anti-drone system and the other one is with an integrated system doing fusion of radars, electro-optics and sensors. “We understand that borders and critical infrastructure are major issues in Europe, and Hungary also. The government of Hungary is looking for new technologies to implement them but they want the dollars to stay in country, meaning the
production will have to be done in Hungary – as far as I understand at least 65%. We are already talking with some local technology companies to find the right way to cooperate or even to take over. We are considering purchasing a local company in purpose to shortage the time to enter the local market,” he says. He also stresses the importance of the government supporting events like this in Budapest. “Even the local authorities and companies treat you differently when you come with the government support and I believe that this forum will open a lot of doors.”
Mitigating communication risks
Benny Levy is the CEO and the co-founder of AccuBeat with the name referring to accuracy as it is technology company that designs, develops and manufactures highly accurate frequency and timing solutions, including Rubidium atomic clocks and GPS-disciplined products. Their products and solutions are used in critical applications worldwide, such as combat planes, UAVs, missile platforms, ground mobile vehicles, telecommunication networks and scientific research facilities. He says that on the Hungarian market, they would like to find companies like banks or electricity companies to call their attention to possible risks. “We want to show them the problems they may have, things they don't even suspect. For instance, they should be aware that they are very sensitive to GPS/GNSS spoofing. One day something will crash and they don't know what happened. In prevention, we install our time firewall and then, they are protected from rivals or enemies using GPS spoofing to crash your systems.”
TOMER AVNON
BENNY
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.
#FASHONISTA AND #SAMEDILIBRAIRIE
AN AMBASSADOR PASSIONATE ABOUT FASHION AND BOOKS
BY ASTRID HARZ, AMBASSADOR OF THE REPUBLIC
Austria and Hungary – few countries have closer and tighter knit bilateral relations. One area where cooperation between Austria and Hungary is particularly strong and important is the economy: Austria is the fourth most important trading partner for and the third most important investor in Hungary. Approximately 1,400 Austrian companies secure over 70,000 jobs here. Together with the Budapest offices of the Austrian National
Tourist Board and the Austrian Chamber of Commerce, which are both departments of the Austrian Embassy, we have decided to launch a series of lifestyle events in 2025 to showcase the creativity and innovative strength of the Austrian economy.
Stylish clothes are a girl’s best friends
Since I love beautiful clothes, it quickly became clear that a fashionrelated event would be part of our lifestyle focus. We developed various ideas, and the final result
OF AUSTRIA
can be seen at one of our national holiday receptions this year: Austrian designer Luise Hecher presents ball and evening wear, which she designed and manufactured especially for this occasion, at a fashion show in the Austrian Residence. In addition to wearable fashion for all occasions, which Luise Hecher creates in her “Modewerkstatt” (‘fashion workshop’) in Vienna's hip 7th district, her work also includes costumes for theater, opera and ballet, as well as numerous commercials. One of Luise Hecher's projects, for example, was the design and manufacturing of costumes for a film about Empress – Queen in Hungary – Sisi. It's very important to me to feel well-dressed. This is obviously related to my job, but above all, it gives me personal confidence when I'm happy with my appearance. And just as tastes vary, different aspects of clothing are important to everyone. For me, comfort and versatility are paramount. Since I usually have very
long work days with a variety of activities and don't usually have time to change between appointments, my clothes have to be comfortable and suitable for a wide range of occasions. When I look at old photos, I realize that my taste and appearance in clothing have barely changed over the years. Even in pictures from my childhood, I mostly wear pants and flat shoes. I've remained true to that style. Not surprisingly, my personal style role model is Marlene Dietrich, who made the pantsuit socially acceptable for women. I have a particular weakness for leather clothing and I love jeans. Is there anything I personally don't particularly like? Yes, long dresses; so, ball gowns are more like workwear for me.
Bookworm
Another passion of mine is reading. I love exploring other languages, cultures and eras this way. I'm currently discovering new Hungarian writers. I also like to share what I'm reading on social media. I usually use the hashtag #SamediLibrairie; for me, there's no better way to start a weekend than with a new book.
As an avid reader, I read a wide variety of genres, and due to my job, I naturally read a lot about politics. Some books have been with me for decades, and I re-read them again and again – in particular "Radetzkymarsch" by my favorite author Joseph Roth. By the way: I often decide to buy
a book because I like the cover. And when I go on vacation, at least half of my luggage consists of books. In my opinion, books are also the best gifts – they say a lot about the giver. My favorite gift-giving memory therefore also involves a book: a few years ago, a dear friend and I gave each other the same book for Christmas – "Engel des Vergessens" (‘Angel of Oblivion’) by Maja Haderlap, a bilingual Slovenian-German Austrian writer. I'm delighted, of course, that László Krasznahorkai has been awarded the Nobel Prize in Literature – heartfelt congratulations! This is also a testament to the vitality of Hungarian creative work, which we regularly witness at the Austrian Cultural Forum. The main task of the Cultural Forum is to focus on Austrian culture and cultural creation, but we also place great emphasis on exchange and collaboration with Hungarian artists and the platforms available to them. László Krasznahorkai was awarded the Austrian State Prize for European Literature in 2021 and in 2024 the Austrian National Library secured the author’s literary estate for its literary archive.
What’s next?
When it comes to the fashion scene, bookstores and antiquarian bookshops, Budapest still holds many surprises for me, and I'm looking forward to discovering them!
wine
KOSOVO SHOWCASES WINE EXCELLENCE IN BUDAPEST
EMBASSY COMMITTED TO ADVANCING ECONOMIC TIES WITH HUNGARY ACROSS MULTIPLE SECTORS
The Embassy of the Republic of Kosovo in Hungary, together with the Kosovo Winemakers’ Association Enologjia and with support from the Balkan country’s Ministry of Foreign Affairs and Diaspora (MFAD), successfully organized at the end of November a high-level Kosovo Wine Promotion and Professional Networking Event at the Embassy premises in Budapest.
Gathering distinguished guests, wine professionals, distributors, and business representatives from both countries, the event highlighted Kosovo’s rapidly evolving wine sector and provided a dynamic platform for strengthening economic cooperation between Kosovo and Hungary.
Key messages
The event conveyed several messages of primary importance such as (1) Kosovo’s wine industry is becoming a notable regional player, combining rich tradition with modern techniques; (2) Hungary is an important economic and trade partner for Kosovo, especially in agribusiness and food & beverage sectors; (3) the event aimed to foster concrete B2B connections, opening new market opportunities for Kosovo wineries; and (4) diplomatic and economic institutions in Kosovo are committed to supporting exporters and increasing Kosovo’s presence in European markets.
Tradition, talent and entrepreneurial spirit
Tradition, talent and entrepreneurial spirit
His Excellency Ambassador Delfin Pllana highlighted the importance of showcasing
Kosovo’s potential on the international stage by emphasizing the strategic role of wine diplomacy in building new bridges of cooperation. “Kosovo’s wine story is one of rebirth, passion and growing international recognition. Today’s event is a testament to how quality products can create powerful economic and cultural connections,” he said. “Our winemakers are ambassadors of Kosovo’s tradition, talent and entrepreneurial spirit. We are proud to present their achievements in Budapest and to strengthen our ties with Hungarian partners,” the ambassador noted.
Mr. Ruzhdi Haxhijaha, Executive Director of Enologjia and owner of Bodrumi i Vjetër Winery, emphasized the continuous progress of the sector by saying that “Kosovo’s wine industry has entered a new era – one defined by quality, authenticity, and innovation. Hungarian support and partnership are essential as we expand our reach in Europe.”
Representing the Ministry of Foreign Affairs and Diaspora, Mr. Driton Blakçori, Acting Director of the Department of Economic Diplomacy, reaffirmed Kosovo’s commitment to promoting its producers abroad. “Economic diplomacy plays a crucial role in opening markets for Kosovo’s
products. Today’s event is an important step toward stronger commercial ties between our two countries,” he stressed.
Showcasing Kosovo’s wineries
The event featured presentations and guided tastings by four Kosovo wineries:
• Bodrumi i Vjetër – one of the oldest and most emblematic cellars, preserving the heritage of Rahovec through traditional methods and distinct red wines.
• Kosova Wine – a major producer combining generations-old knowledge with innovative technology; rapidly expanding its presence in European markets.
• Labi Wine – a boutique, family-run winery known for small-batch craftsmanship and attention to detail.
• Dualos – a modern, ambitious winery that reflects the creative energy of Kosovo’s new generation of winemakers.
Participants were introduced to the rich history of Kosovo’s viticulture, its unique terroir, and the growing international relevance of its indigenous grape varieties.
B2B and networking
The final segment of the event was dedicated to B2B meetings and professional networking, enabling Kosovo wine producers to engage directly with Hungarian distributors, hospitality representatives, and importers. “Our goal is clear: to create lasting business partnerships that benefit both Kosovo producers and Hungarian market stakeholders,” the Embassy of the Republic of Kosovo in Hungary pointed out in a statement.
Commitment to future cooperation
The Embassy encouraged participants to explore concrete collaboration opportunities, emphasizing its readiness to support ongoing communication and follow-up initiatives. The Embassy of the Republic of Kosovo in Hungary reaffirms its commitment to promoting quality Kosovar products, supporting its wine sector in foreign markets and advancing economic ties with Hungary across multiple sectors.
AMBASSADOR DELFIN PLLANA
RUZHDI HAXHIJAHA
YOU CAN SUBSCRIBE TO OUR NEWSLETTER BY READING THIS QR CODE WITH YOUR SMARTPHONE AND FILL IN YOUR DETAILS
RICK ASTLEY AT PALOZNAK
JAZZPIKNIK 2026
AUGUST 06, 2026, PALOZNAK
After his sold-out concert in 2023, British superstar Rick Astley will return to the Jazzpiknik Main Stage in 2026 by popular demand.
The legendary Rick Astley became a global performer in 1987 when his epoch-making hit ‘Never Gonna Give You Up’ made him a BRIT Awardwinning world star – a status that was enhanced by further hits such as ‘Together Forever’ and ‘Whenever You Need Somebody’.
The second major chapter of his career began when he returned to the top of the charts with his 2016 album ‘50’ to celebrate his 50th birthday. The inimitable songwriter and producer has remained at the top ever since.
In 2026, Rick will embark on an exciting ‘Reflection’ arena tour with his band in the United Kingdom and Ireland, but he will also perform at several other European venues, including the Paloznak Jazz Picnic on August 6. Other big names already announced for the 2026 Jazzpiknik include four-time Grammy Award-winning jazz singer Dee Dee Bridgewater, French nu jazz heavyweight Electro Deluxe and Austrian electro-swing band Deladap. jazzpiknik.hu
EROS RAMAZZOTTI RETURNS TO BUDAPEST!
APRIL 19, 2026, MVM DOME, BUDAPEST
The globally popular Italian singer-songwriter Eros Ramazzotti is returning to the stage in Budapest!
As part of his world tour entitled ‘Una Storia Importante’ (An Important Story), the audience here will be able to hear the iconic voice of Italian music live. This is not Eros Ramazzotti's first visit to Hungary, and he makes no secret of his attachment to Budapest: "I have always loved Budapest, a beautiful city on the banks of the Danube. The Hungarian audience is fantastic, very enthusiastic, and I always enjoy coming here," the artist said earlier. Roland Horváth, head of Koncertpromo, the concert organizer, said that "the ‘Una Storia Importante’ tour is about the deep bond between the singer and his audience – a connection that spans time and generations. It is a story based on emotions, made truly unforgettable by Eros' voice and music."
With more than 80 million records sold and 9.3 billion global streams, Eros Ramazzotti's music continues to touch millions around the world. Of course, the evening will feature his greatest hits: ‘Un’Altra Te’, ‘Cose Della Vita’, ‘Fuoco nel Fuoco’, ‘Più Bella Cosa’ – and many more. Eros Ramazzotti sings about love, romance, and the beauty of life with the utmost naturalness. koncertpromo.hu
STING IN BUDAPEST FOR HIS 3.0 EUROPEAN TOUR
JUNE 18, 2026, MVM DOME, BUDAPEST 17-time Grammy Award winning artist STING has added new concerts to his highly revered 'STING 3.0' World Tour, including Budapest in June next year. With virtuoso guitarist and longtime collaborator, Dominic Miller, and dynamic drummer Chris Maas (Mumford & Sons, Maggie Rogers), fans will have an opportunity to see Sting perform the most electrifying hits and rarities from his timeless discography.
Following his critically acclaimed run in South America, South Africa, and North America, the 'STING 3.0' tour continues with a special series of shows scheduled in Europe. Known for his groundbreaking work as a solo artist and as the frontman and songwriter in the seminal group The Police, Sting, has consistently pushed the boundaries of musical innovation throughout his illustrious career. The 'STING 3.0' Tour represents a new dynamic era showcasing selections from his vast catalog through the urgent lens of a tight three-piece combo. livenation.hu
AUDIENCE FAVORITES BACK IN MÜPA
The Palace of Arts (Müpa) in Budapesthas a bunch of awesome events lined up for the new year. Among others, Cecilia Bartoli, Jonas Kaufmann, Daniel Harding, and Víkingur Ólafsson will be performing, Oscar-winning Tan Dun will present his opera, and György Kurtág, who will turn 100 next year, will be celebrated in a fitting manner.
Mónika Lakatos, Bálint Tárkány-Kovács and Söndörgő will also look back on their three decades of careers, with the latter performing two concerts as the ensemble of the season with some very special guests: first the Balanescu Quartet, then three members of Snarky Puppy will join them. What's more, Vari's guest will be Michael League, founder of Snarky Puppy, so anyone who likes the American fusion jazz band should buy a ticket for the first Hungarian concert of the singer-songwriter who combines traditional Indian Carnatic music with jazz. Araj, a group of five young musicians, has also reimagined traditional Indian melodies, while the joint concert of Constantinople and A Filetta brings together the music of Iran and Corsica. Carminho, one of the biggest contemporary stars of the genre, will bring heart-wrenching Portuguese fado to the concert hall. mupa.hu
tourism
CHRISTMAS SPIRIT IN SLOVAKIA
FESTIVE SEASON EXPERIENCE FROM CITY SQUARES TO THE HIGH MOUNTAINS
It is the holiday season and the Slovak capital, Bratislava, full of lights, festive aromas and holiday cheer, once again welcomes visitors to one of the world’s best Christmas markets that brings the city’s historic center to life, offering locals and visitors an unforgettable holiday atmosphere. The official opening of Bratislava’s Christmas Markets took place at the end of November when the Christmas tree on the Main Square was lit and a season filled with music, traditions and festive joy began.
A program for all generations
Festively lit stalls on the Main Square and Hviezdoslav Square are now open and, with a short break from 24 to 25 December, welcome visitors daily until January 6, 2026. Guests can enjoy both traditional and unique Christmas specialties, shop for handmade ceramic, wooden
As it is now a tradition, Slovakia welcomes visitors in the Advent season leading up to Christmas with a great variety of programs – not just in Bratislava but also in the eastern and northern parts of the country. The capital features various cultural programs in addition to the traditional Christmas market. In the Tatra Mountains, the traditional Christmas Fair welcomes visitors in Poprad and Hrebienok, Žilina presents its special Christmas spirit, while the Tatra Temple of Ice in Tarajka pays tribute to two popes.
or wax gifts, and support local artisans. The markets also feature a rich cultural program, creative workshops for families with children, a popular Christmas slide, a labyrinth, a carousel and many other surprises.
“Christmas markets in Bratislava are not just about punch and traditional delicacies. Every weekend from Friday to Sunday, a diverse cultural program for all generations is prepared,”
Nina Erneker, Chairwoman of the Bratislava Tourist Board said.
In line with the city’s ecological approach, reusable cups are used once again this year.
Visitors can return them at any drink stall on both squares. After the stalls close at 10:00 p.m., cups can still be returned until 10:15 p.m. at the special Reusable Cup station on the Main Square.
The festive season in Bratislava is also enhanced by a special illuminated Christmas tram running
through the city center on a dedicated line. This beautifully decorated historic vehicle operates from St. Nicholas Day until Epiphany.
Explore the city at Christmas
Bratislava’s Christmas season receives international recognition every year. This year, CNN’s online portal ranked the city’s Christmas markets among the best in the world, highlighting their unique atmosphere and the charm of the Slovak capital. “Such promotion can help attract even more visitors from around the world, in addition to the traditionally strong interest from neighboring countries. We believe new air routes to Bratislava will also contribute to this,” Nina Erneker added.
Beyond the Christmas markets, Bratislava offers many other Advent experiences. Favorites include the fairy-tale Winter Wonderland light park, Christmas sightseeing cruises on the Danube, the iconic view of the markets from the Old Town Hall tower, and various attractions available with the Bratislava CARD, making it even easier and more affordable to explore Bratislava at Christmas. Bratislava Christmas is a time for gathering, joy, and sharing the festive spirit. It is a period when the magic of Christmas fills the very heart of the city, lasting all the way until Epiphany.
Poprad Christmas celebrations
Visitors to Slovakia have plenty of places to experience great Christmas atmosphere outside the capital as well – in the High Tatras, for instance. The 22nd edition of the traditional Christmas Fair on St. Egidius Square in Poprad, E Slovakia takes place for an extended period of 16 days from December 5 to 21, 2025, offering locals and international visitors a truly festive experience. Roughly 60 beautifully decorated wooden stalls line the square, filled with Christmas-themed products made by craftsmen
from across Slovakia, a wide selection of refreshments and hot drinks, as well as food trucks serving traditional as well as original delicacies. During the most popular days of the fair, the center of Poprad comes alive with a varied accompanying program, featuring folk performances, local traditions and concerts by popular music bands every Friday and Saturday throughout the duration of the fair. As part of the Poprad Christmas celebrations, visitors can also look forward to a special Christmas mini town, where an additional ten stalls offer a variety of festive goods and refreshments.
The magical Christmas atmosphere is enhanced by vibrant Christmas decorations –considered among the most beautiful in Slovakia. Glittering light arches, fairy-tale ornaments, illuminated photo points and the inviting scent of mulled wine and mead create an enchanting scene that draws thousands of visitors every year. Poprad has truly become a symbol of Christmas beneath the Tatras. Throughout the Advent season, Poprad also hosts a range of special events, including the traditional Tower Advent Concerts held on St. Egidius Square every Advent Sunday at 6:00 p.m., concluding with the fourth concert on December 21, 2025. The Christmas Eve Tower Concert is scheduled for 9:30 p.m. on December 24. Visitors can also enjoy free public ice skating during the festive days or take memorable photos at the Christmas photo corners dotted around the town. As the gateway to the Tatras, Poprad is the perfect place to combine a visit to the Christmas Fair with a holiday at a hotel in the Tatras, a relaxing wellness break or winter hiking. Christmas in Poprad promises an unforgettable festive atmosphere where the magic of Christmas meets the majesty of the Tatras – a destination that truly deserves a place on one’s Christmas bucket list.
Christmas markets at Hrebienok
During Advent weekends, the Christmas markets at Hrebienok are a truly unique experience, combining the natural beauty of the winter Tatras with the charm of the festive season. Decorated stalls, the aroma of seasonal treats and the view of snow-covered peaks create an unforgettable atmosphere for you and your loved ones throughout the four Advent weekends and the so-called golden week in the High Tatras. These markets bring the Christmas spirit to the very heart of the Tatras, allowing visitors to celebrate the festive season in a magical mountain setting.
On Saturday, December 27, you can take a ride to the Christmas Market and the Tatra Temple of Ice on a beautifully illuminated historic Christmas tram, which will run throughout the day.
On January 3 and 4, a Charity Village will be set up in the center of Starý Smokovec, near the church, from 10:00 a.m. to 6:00 p.m. This charitable event is held to mark the conclusion of the commemorative year honoring the 30th anniversary of the visit of Pope John Paul II.
Žilina in the Christmas spirit
When the first lights come on and the scent of cinnamon, honey and mulled wine begins to waft through the air, Žilina, located in northern Slovakia, clos to the Czech and Polish borders, transforms into a place full of joy, peace and pre-Christmas magic. The streets are filled with music, laughter and the warmth of human encounters that unite the entire city during this time.
Christmas is one of the most beautiful holidays of the year and the city of Žilina tries to create the right atmosphere in the streets every year.
The typical festive mood, interesting music program, tempting food and drinks are a proven combination that many Žilina residents and visitors to the city come to enjoy at the end of the year. Therefore, it is worth visiting the traditional Christmas markets on Mariánske square and the Square of Andrej Hlinka in the early evening with a varied offer of delicacies and handicrafts. The Christmas markets will also feature carousels.
The historical heart of Žilina is Mariánske square. Its regular square shape with typical open arcaded corridors creates a unique atmosphere not found anywhere else in Slovakia. It is here that the Christmas village comes to life with a rich program that lasts throughout Advent until Christmas.
INTERESTING FACTS ABOUT THE 13TH EDITION OF THE TATRA TEMPLE OF ICE
- Artists worked for 8 hours a day for a total of 25 days to create the TJT's exterior
- 10.7 m – the highest point of the structure
- 25 m – diameter of the dome in which the building is located
- 225 tons of ice
- 1,800 ice blocks
tourism
Every Tuesday and Thursday evening, the sounds of Christmas songs carry through the square. Local artists, as well as well-known names from the Slovak and Czech music scenes, perform. On Sunday afternoons, especially children come to their senses as cheerful concerts and fairy-tale performances await them. Friday evenings belong to DJs and open-air entertainment. The arrival of Santa Claus is also an integral part of the Advent program.
On Wednesday evenings, Žilina performers and art school students put up a show at the Square of Andrej Hlinka. New this winter is the ice rink on this square, which is transformed into a center of entertainment and movement.
People can enjoy ice skating under the open sky, surrounded by Christmas lights and music, with their loved ones – does not really matter whether they are an experienced skater or stepping onto the ice for the first time.
The Žilinská tržnica also joins in the festive mood, where all-day entertainment awaits you – music, DJs, good food, wine and fragrant punch. Even after Christmas Eve, the city does not say goodbye to the celebrations.
It continues with the St. Stephen's Day entertainment and the New Year's Eve program, which will welcome the year 2026.
A tribute to two popes
The Tatra Temple of Ice has opened in Tarajka in the High Tatras. Now in its 13th year, this popular winter attraction pays tribute to two popes: Pope Francis, who died in 2025, and Pope Leo XIV, who succeeds him.
The structure, made of 225 tons of ice, was inspired by the Basilica of St. John Lateran in Rome, a Baroque religious building, considered the most important church of the Italian capital and all around the world, is ranked as the highest-ranking Catholic church. It is one of the four so-called patriarchal basilicas and one of the seven pilgrimage churches in Rome. Lukáš Brodanský, manager of the High Tatras Mountain Center points out, "our intention was to find an architectural style that would connect the stories of the two popes. From this point of view, the Basilica of St. John Lateran seemed to be the ideal building. In addition to its monumentality, it also impresses with its many details, which our carvers have crafted into breathtaking forms, and we believe that they will win over visitors. In addition to its monumentality, it also impresses with its many details, which our carvers have crafted into breathtaking forms, and we believe that visitors will appreciate them."
In addition to the façade of the basilica itself, visitors can also admire the ice sculptures of the apostles in front of the basilica, the holy gate and the papal throne, on which the newly elected pope begins his Petrine journey. Another unique feature is the depiction of the portraits of six popes. The Tatra Temple of Ice features portraits of Leo XIV, Francis, Benedict XVI, John Paul II, John Paul I, and Paul VI.
It will be a puzzle for everyone to find the five Tatra mountain edelweiss flowers that the carvers cleverly incorporated into the architecture of the entire building.
The chief architect of the Tatra Temple of Ice is traditionally Adam Bakoš, under whose leadership 20 carvers from Slovakia, the Czech Republic, Poland, and Germany worked. Traditionally, with the opening of the Tatra Temple of Ice, the winter season is symbolically open in
the High Tatras as well. "The Temple of Ice is one of the symbols of winter in the Tatras. We believe that, together with skiing, tourism, sledding and other attractions, it provides an unforgettable experience for visitors to the Tatras, both domestic and foreign," according to the director of OO CR Región Vysoké Tatry, Lucia Blašková.
The High Tatras are entering the winter season as the current holder of the prestigious TRAVELBOOK AWARD 2025 in the Best Hidden Gem Region in Europe category.
The dome of the Tatra Temple of Ice is complemented by several spectacular works by glass artist and designer Achilleas Sdoukos.
In the Hrebienok restaurant, visitors will find an exhibition of costumes from the upcoming Štúr film, along with photographs from the filming in the High Tatras.
The Tatra Temple of Ice will be open daily until April 19, 2026. Admission to the temple is free of charge. During the season, the Tatra Temple of Ice hosts 11 music concerts and performances. The dome is located in Tarajka, which is easily accessible by cable car.
(This article is published with support from Slovakia Travel)
