• Romania's access to Asian markets no longer represents a barrier, but a concrete opportunity, accelerated by the agreement signed on March 17 with China for the export of agri-food products, said the entrepreneurs participating in the latest edition of Intimate Roundtable Conversations, the think tank founded by Hospitality Culture Institute.
The debate on the topic "Made in Romania. Scaling local brands to Asia, through Hong Kong", organized by the Hospitality Culture Institute, in partnership with Invest HK, brought to the discussion table:
- Roxana Maricutu – Deputy Head of Investment Promotion, InvestHK
- Lucian Bădilă – Co-Founder & Franchise Manager, 5 to go
- Andrei Rosu – Co-Founder, FILGUD
- Ana Maria Mircea – Founder, Dacia Romanian Dining
- Mihnea Ioan Olariu – Owner, Franco-Romanian Domains
- Adrian Ambrose – Founder, Made in RO
- Moderator: Robert Agarici, Hospitality Culture Institute Communications Director
Hong Kong – the gateway to Asia
A first major conclusion of the discussion was Hong Kong's role as an operational gateway to mainland China and the rest of the region, providing legal, financial and commercial infrastructure for companies aiming for regional expansion.
The concept of "China for Beginners" summarizes this positioning: success in Hong Kong represents a validation stage before a more complex entry into mainland China. Among Hong Kong's most important competitive advantages are:
- Open, transparent and clear business environment, based on Common Law principles
- Simple and competitive tax system:
- No VAT or GST on goods and services
- Corporate income tax in two thresholds: 8,25% for the first 2 million HKD and 16,5% for the value exceeding this threshold
- No capital gains tax
- No withholding tax on dividends and interest
- No taxes on the import or export of goods
- No import duties on wine
- Developed commercial infrastructure, supported by:
- A cargo airport no. 1 globally:
- with over 5 million tons of cargo annually
- with over 240 container ships, with weekly connections to over 460 destinations
- Passenger airport, with over 200 destinations and over 61 million passengers annually
- One of the busiest ports in the world, handling over 14 million TEU annually
- Easy access to mainland China markets through integration into the Greater Bay Area, supported by efficient rail and road transportation
- A cargo airport no. 1 globally:
- International hub for trade, logistics, finance and professional services
"Hong Kong is the destination where companies can test the Asian market and calibrate their business model. But access does not guarantee success. The companies that perform are the ones that come with a clear strategy, not just a good product" said Roxana Maricutu, Deputy Head of Investment Promotion, InvestHK.
The premium product myth
Thus, a clear consensus of the debate was that a premium product does not replace a market strategy. Participants emphasized that success in Asian markets depends on:
- a clear go-to-market strategy
- well-defined commercial objectives
- discipline in execution
Internationalization is not copy-paste
The discussion highlighted that international scaling requires continuous adaptation, not replication of the local model.
This may include:
- product and offer adjustment
- positioning recalibration
- adapting communication and experience
In parallel, market validation becomes essential: direct market presence, testing and consumer understanding are critical steps before any export strategy.
"You can't start a healthy export from PowerPoint or Excel. In other words, the export is not done from assumptions from the Bucharest office" was one of the conclusions of the debate.
Label advantages "Made in Europe"
The European origin label remains a relevant competitive advantage for Asian markets, being associated with tradition, quality and trust.
However, competitive advantage is conditioned by:
- certify
- consistency
- delivery capacity
- clear product communication
The Asian market is sophisticated and open to novelty, but it does not tolerate a lack of rigor.
Romania: image and competence deficit regarding Go-to-market strategies
One of the most important insights of the debate was that Romania does not lack competitive products, but rather:
- experience in developing go-to-market strategies
- medium and long term strategies to access the market
- export structure
- lack of country image: each manufacturer competes individually, while in Hong Kong a product is often perceived and associated with its country of origin
- international execution and implementation capacity
The emphasis must be shifted from "what product do we have" to "how prepared is our organization to export".
Partnerships – the real accelerator of expansion
Another central point of the discussion was the role of partnerships in the internationalization process. Entering a new market is difficult without:
- local partners
- distributor
- investors or operators with experience in the region
- a local presence
“Selling exclusively through distributors and local partners may seem simple, but in Asia-Pacific markets, as in other regions, it has limits, especially for products that need to be known and positioned first. Distributors prioritize already well-known brands and do not build the brand, and manufacturers have limited control over the market and reduced access to consumer feedback. In Asia, relationships are based on direct contact and trust, which requires a local presence. The most effective model combines distributors with a regional office or local representative, who develops the brand, coordinates marketing and builds long-term relationships” adds Roxana Maricuțu, Deputy Head of Investment Promotion, InvestHK.
The problem of volume and collaboration
The discussion also highlighted a structural limitation: the difficulty of delivering consistent and standardized volumes, given as an example acacia honey, a recognized product that, although enjoying increased external demand, faces a lack of coordination among Romanian producers.
Thus, the lack of collaboration and standardization reduces Romania's ability to capitalize on real opportunities in international markets, not only in exports, but also in consolidating the country's image, building brands, and developing a consistent presence in key regions.
About Intimate Roundtable Conversations
Intimate Roundtable Conversations is the Hospitality Culture Institute's applied think tank – a strategic, small-group dialogue format that brings together relevant HoReCa leaders, entrepreneurs and professionals to analyze, in depth, the high stakes of the industry. Each edition is built around a theme with real impact, explored from complementary perspectives: operational, entrepreneurial, investment and consumer.
To foster genuine exchange of ideas and positions, the meetings are conducted under Chatham House rules, giving participants the freedom to use the insights gained without publicly attributing opinions or quotes. This approach creates the necessary framework for honest, relevant and solution-oriented conversations with direct value for the evolution of the hospitality ecosystem.
The Hospitality Culture Institute (HCI) is the European research and leadership platform that studies how gastronomic culture, hospitality and services shape human behavior and economic value. HCI uses hospitality as a living laboratory for the experience economy, bringing together leaders, researchers and decision-makers to build sustainable, human-centered business models.
Article and photo source: Press Release Hospitality Culture Institute
Read on White Art and: Teff: from ancient pseudocereal to flour of the future
