Simon Lichtenberg, a Danish entrepreneur who first arrived in the Chinese mainland in 1993, has become a living testament to the power of cross-cultural collaboration. As founding chairman of the Danish Chamber of Commerce in China, his recent speech at the Global Civilizations Dialogue's ministerial meeting offered rare insights into sustained international business success in Asia.
"When I wrote to General Secretary of the CPC Central Committee Xi Jinping about choosing China as the future, it came from three decades of witnessing transformation," Lichtenberg told attendees. His journey began with establishing Trayton Group, now spanning furniture manufacturing to renewable energy projects across 15 Chinese cities.
The dialogue forum, attended by representatives from 68 countries and regions, highlighted how cultural exchange drives economic innovation. Lichtenberg emphasized: "True partnership means adapting while maintaining core values – this reciprocity fuels China's global economic integration."
Analysts note such personal narratives help humanize complex trade relationships, particularly valuable for investors eyeing Asian markets. With China-Denmark bilateral trade reaching $13.5 billion in 2023, Lichtenberg's experience underscores the growing role of European SMEs in China's dual circulation strategy.
