Following the systemic change and the political restructuring at the beginning of the 1990s, previously established cultural relations, including higher educational relations, were reduced to minimum. Since then, another visible change can be seen since 2013–2014, following the launch of the Opening to the East policy.
It is promising that Hungarian companies have export opportunities even in the transitional period caused by the sanctions against Russia - said Zsanett Oláh, CEO of the Hungarian National Trading House (HNTH). The HNTH reported specific Hungarian export successes in one of the Russian Federation’s most dynamically developing member republics, but markets much smaller than Russia, such as Azerbaijan and Kazakhstan could also be potential customers for the products, services and technologies of Hungarian companies.
Interview with Zsanett OLÁHAn application developed by Hungarians in Bahrain; technological know-how in Kuwait; Jacuzzi business in Saudi Arabia – a list of Hungarian export successes in the Gulf region given by Zsanett Oláh, Chief Executive Officer of the Hungarian National Trading House (MNKH). With the support of MNKH, hundreds of Hungarian businesses have introduced themselves at major trade fairs such as Middle East Electricity, Gulfood and Arab Health.
Khalaf al Habtoor, one of the most affluent and influential people in Dubai, gave a presentation in Budapest. The head of the Habtoor business empire first visited Hungary in 2012 and fell so much in love with the country that now he owns two hotels and two office buildings in Budapest. During his most recent visit, at a conference on hotels and tourism, Khalaf Al Habtoor talked about the secret of his success, the newly elected US president and why, in his opinion, Hungary is one of the best places in the world for investment.
“There is great demand for the excellent quality Hungarian food products in the American market” emphasised the CEO of the Hungarian National Trading House in her interview given to Globs. The successful introduction of Hungarian enterprises requires, first of all, active promotion and marketing and both offices of the Hungarian National Trading House in the United States took a lion share in the development of export capacity. Talking to Zsanett Oláh.

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