11.09.2025 / APACCCEEC held the forum ”Business Across Two Cultures’
On September 10, 2025, at the Demonstration Zone of Agricultural Cooperation between China and the CEE Countries in Agricultural University – Plovdiv, APACCCEEC successfully held the forum “Business Across Two Cultures.”
The event was opened by Assoc. Prof. Dr. Boryana Ivanova, Rector of the Agricultural University – Plovdiv, who was honored to welcome the participants, emphasizing that the forum is an excellent opportunity to gain new knowledge and broaden general culture in the field of entrepreneurship and business. In the context of today’s event, Assoc. Prof. Dr. Ivanova highlighted the great importance of confidence in achieving desired goals. The Rector of the Agricultural University – Plovdiv stressed the positive results of APACCCEEC initiatives, which foster the ability for effective communication and the search for appropriate practical solutions in every situation. Such initiatives provide different perspectives for building a comprehensive strategy, including for newly established enterprises.
In his welcome address, Dr. Momchil Stanishev, Director of APACCCEEC, emphasized that the aim of the forum is to demonstrate how understanding the cultural characteristics of the counterpart contributes to establishing better trade relations and is a significant advantage in conducting negotiations. This is even more true in the context of relations with China, as communication with Chinese representatives often has features that differ considerably from the well-known practices in Europe.
Dr. Stanishev introduced the forum participants to the current project of APACCCEEC – the Academy for Entrepreneurship in Agriculture, the next edition of which will take place from September 23 to 26, 2025, in Vratsa. More information about the Academy can be found at the following link: https://china2ceec.org/academy2025/
Among the guests of the Forum “Business Across Two Cultures” were representatives of the Embassy of the People’s Republic of China in Sofia – Ms. Wang Chenxi, Attaché at the Economic and Commercial Section of the Embassy, and Mr. Ma Hongchen, First Secretary. The forum also featured lectures by Assoc. Prof. Dr. Antonina Habova, lecturer at the University of National and World Economy (UNWE), and Mr. Lachezar Dinev, Chairman of the Bulgarian-Chinese Chamber of Commerce and Industry. Assoc. Prof. Dr. Habova guided the visitors through the labyrinth of Chinese culture, providing insights into the specifics of etiquette, protocol, and intercultural communication. The participants learned some fascinating details, including the significant role of China on the international trade stage – Beijing is a leading trade partner of 120 out of the 195 countries in the world and maintains active trade relations with as many as 157 countries. Assoc. Prof. Dr. Habova also explained the main cultural differences between China and the Western world, certain characteristic values and habits, as well as the fundamental rules for conducting successful business with the Asian country.
As the Chairman of the Bulgarian-Chinese Chamber of Commerce and Industry, Mr. Lachezar Dinev enriched the discussion with a wealth of knowledge and guidance drawn from his extensive practical experience, and encouraged the forum participants to visit China in order to become acquainted with its cultural and natural landmarks.
The forum concluded with a Chinese film screening dedicated to silk production in the eastern province of Zhejiang. The title “Oriental Splendor – the Story of Silk” traces the entire process of cultivation, production, and export of the legendary fiber, which for millennia has been a key agricultural product contributing to the development of cultural and economic ties between East and West. The film presents the history and modern-day trade of silk, from small towns in rainy Zhejiang to popular tourist destinations in Europe such as the city of Como in Italy and the French city of Lyon.
The film screenings are held with the aim of familiarizing students, teachers from educational institutions, as well as the wide audience in the city of Plovdiv with films on agricultural themes, wine production, cooking, including film productions from Bulgaria, China and the CEE countries, which present to the audience the culture and traditions of each country of the China-CEE Cooperation Initiative.
