the way to Baku - Dabs Singapore

A concept
of urban
LIFESTYLE
MAIN PARTNERS:
Yes - even
live corals
can be
moved
Fighting
the pirates
Danish Business Association of Singapore
4TH QUARTER DECEMBER 2008- JANUARY 2009
MICA (P) 145/02/2008
www.dabs-singapore.com
All
the way
to Baku
Tromborg
at
Orchard Road
The best
wines for
Christmas

Letter
from the
editor
The Danish Business
community is not immune to
the fi nancial storms rocking
the world. Neither will it be to
its aftermath during the coming
months. We can not be.
Just as Singapore itself the
Danish community is highly
integrated into the globalized world of trade and commerce. When
the world economy catches a cold – so does Singapore and all
parts of the society. Not at least the important shipping industry
has taken some hard hits during the latest months caused by the
dramatic downturn in trade between Asia and the EU and USA.
But as refl ected in this issue of Dan Biz the Danish business
community is still a vibrant and exciting environment. Even
in hard times new ventures are popping up. BoConcept and
Tromborg opening shop in the Orchard Road area. Entrepreneur
Steen Puggaard re-launching an exciting brand of gourmet food.
Bluewater fi nishing an impressive rig-transport all the way from
Singapore to the Caspian Sea.
All the way through 2008 Dan Biz has mirrored this buzzing,
diversifi ed and energetic community. From the outset we promised
our members and readers four issues through 2008. At he beginning
of the new year, we will be refl ecting on the future magazine and
its form.
One new feature will be that the magazine will be available on-line.
At the moment we are upgrading our web-site. Among the new
features will be availability of Dan Biz on the web to the benefi t of
our members, advertisers and visitors.
A Merry Christmas and a happy new year from Dan Biz.
See you all in 2009
Jan Lund
Editor
Lars Nelleman
CON
TENTS
From the President 4
Ambassador’s corner 6
BoConcept: The concept of URBAN LIFESTYLE 8
DHI: They can even move the corals 10
Blue Water: All the way to Baku 12
Marcus Hand: Fight the pirates 14
Interview :
New ASEF Director Dominique Girard 16
Danish PM: Free trade is common ground 18
Tromborg at Orchard Road 20
Fast food for Lazy Gourmets 22
Carsten Kjeldmann: Best wines for Christmas 23
Golf: Nordic Golf Tournament 24
Golf: Thomas Bjorn in Singapore 25
“Julenisse” of the year 2008 26
Members news 26
Dan Biz is a quarterly magazine published by:
Danish Business Association of Singapore (DABS)
c/o Royal Danish Embassy
101 Thomson Road
#13-01/02 United Square
Singapore 307591
(Next issue will be published in March 2009)
Contacts:
Editor Jan Lund
janlund@tkc.att.ne.jp
Tel: +65 8118 1864
Secretary Line Klitgaard
Hp: +65 9270 5262
E-mail: dabs@dabs-singapore.com
Web: www.dabs-singapore.com
Designed and printed by:
Utopia Press Pte Ltd
61 Joo Koon Circle Singapore 629074
Tel: 6777 0118 Fax: 6777 0162

DANBIZ FROM THE PRESIDENT
About DABS
The Association’s main objectives are
to actively contribute to the business
developments between Singapore and
Denmark and to contribute to their
members’ interests and development of
their organisations.
Membership is open to all companies and
branch/representative offi ces of Danish
companies, registered and domiciled
in Singapore, in which there is a direct
Danish interest.
Associate membership is open to any
Danish citizen resident in Singapore who
is engaged in business or profession in
Singapore but whose company cannot
qualify for voting membership
04
Danes
work smart
I am writing this from Mumbai as the Indian army and police are slowly
managing to regain control of two famous landmarks, following the most
extensive terrorist attacks in Mumbai’s history. It is a vivid reminder that
terrorism is sadly very much an ongoing threat, and something the world may
have to deal with for a long time to come.
The terrorist attacks come against a background of a rapidly changing
economic landscape. It is almost unimaginable how different the world looks
today when compared to what seemed relatively peaceful times only a few
months ago. The words ‘fi nancial tsunami’ or ‘credit crunch earthquake’ seem
to have crept into our daily vocabulary with almost frightening haste, with
markets showing a volatility of previously unthinkable proportions.
Whilst it is easy to fall into the trap of joining a growing army of ‘’dooms dayers’’,
I think it is important to refl ect on the fact that whilst we are clearly in a crisis,
the world will in fact go on. It is important to remind ourselves of this fact - and
to do whatever we can to play our part. An American friend commented only
the other day that Danes ‘’work smart’’ and that in challenging times such as
these, Danish ingenuity and innovation will present as many opportunities as
challenges along the way.
DABS has had a busy successful three months during which we co-hosted
the Nordic Golf tournament (a big success from what I hear), the annual Ball
(attended by more than 200 people and again a great success not least due
to the hard work of the Ball Committee), plus a number of very interesting
and enjoyable lunches organised by our energetic 2nd Vice President Jan
Lund. We believe in the Committee that there is a genuine demand for lunches
featuring topical speakers, and intend to hold more of these.
Many of you would have attended the annual bazaar at the Seamen’s
Church, and it was great to hear that yet again, new records were set for
both participation and income. The Torm event was postponed due to lack
of ‘’critical mass’’, but we hope to make this a reality as part of the AGM in
March, 2009 - details to follow. We are also making good progress towards a
gala Ball in 2009 in connection with DABS’ 25th anniversary.
Finally, my thanks to our hard working Committee and indeed to our Secretary
Line Klitgaard for all her hard work. It has for her - like many of us - been a
case of ‘’on the job learning’’ but we are most grateful for all her efforts.
I wish you all a merry Christmas and a happy year ahead in 2009.
Best Regards
Esben Poulsson

DANBIZ AMBASSADOR’S CORNER
On 12 November 2008 the Danish Parliament discussed the Danish
opt-out from the EURO community. The Danish Prime Minister
Anders Fogh Rasmussen expressed his Government’s concerns
regarding Denmark’s vulnerable position during the current fi nancial
and economic crisis. The consequences of the opt-out cannot be
regarded as ‘breaking news’. Anders Fogh Rasmussen stressed that
they were already included in a report by the Danish Institute for
International Studies (DIIS) from July this year.
On the political side, Denmark is not invited to take part when the
EURO Zone countries discuss the direction of the future European
economy. As an example, the Prime Minister highlighted the fact that
the Heads of State and Government from the EURO Zone countries
gathered in the – hopefully – height of the fi nancial crisis in Paris in
order to discuss and decide upon the necessary measures to deal
with the European fi nancial crisis. Hence, EU’s strategy was basically
decided solely by the EURO community nations. Furthermore, one
can expect the EURO Zone to become a forum, where matters
are discussed and agreements are reached on issues of broader
economic relevance such as trade policies, foreign aid policies and
environmental & energy policies.
On the economic side, the Prime Minister emphasized that Denmark
is currently facing tough economic consequences of being outside
the EURO community. The current crisis has increased the pressure
on the Danish Crown. The Danish National Bank has been forced to
increase the interest rate gap by 1.45 pct. compared to the interest
rate of the European Central Bank. This has been necessary in
order to sustain the fi xed exchange rate policy, which Denmark has
followed for the last 26 years. The Danish fi xed exchange rate policy
requires Denmark to ensure and maintain a highly credible fi scal
policy, which in times of economic crisis may restrict the available
measures needed to fi ne tune the economy.
The debate about Denmark and the EURO has not been limited to the
parliament. Several union presidents and senior economists are in
favour of a referendum as soon as possible.
It has not been decided if and when that should take place. However,
the government will initiate a process of gathering political support
for a Danish participation in the EURO community, and has suggested
a hearing on the matter in January 2009. This initiative has been
supported by all the parties of the Parliament with the exception of
Danish People’s Party and Red-Green Alliance (Enhedslisten).
Greenland decides
Greenland – the most northern part of the Danish Kingdom – has
already made an important decision for the future. End of November
06
Denmark
rethinks EURO and
Greenland goes solo
the people of Greenland voted in favour of a self-government model.
From the inclusion of Greenland in the Kingdom of Denmark in 1721
and up to the introduction of Home Rule in 1979, the native population
only had a limited involvement in governing the territory. The Home
Rule Arrangement made it possible for Greenland to assume
legislative and executive power regarding local matters. A series
of important fi elds of responsibility were assumed by the Home Rule
Government, including Greenland’s internal administration, fi shing,
hunting, taxation, social welfare and education.
The self-government model will grant Greenland more autonomy.
The model is based on a formula that increased self-government has
to be linked to increased economic responsibility. Greenland must
to a greater extent than today be able to generate the necessary
revenue and become less dependent on subsidies from the Danish
Government.
One major topic in the negotiations and crafting of the selfgovernment
model has been the ownership of and future revenue
from Greenland’s natural resources – most importantly oil. If an
agreement is reached, all revenue from natural resources found in
Greenland will belong to the Greenland self-government authorities.
As a balance the yearly subsidy from the Danish government will
be reduced to an amount corresponding to a part of the revenue
generated. In 2007 the total subsidy to Greenland amounted to DKK
3,200 millions (SGD 830 millions).
There is limited scope for statutory provisions granting the Self-
Government authorities increased foreign policy powers compared
with the situation today. Thus the Danish diplomatic missions
will still be assisting the Greenlandic authorities, companies and
people. Some embassy staff members around the world might get
a Greenlandic colleague, although probably not in Singapore. The
self-government model will come into force on Greenland’s ‘National
Day’ 21 June 2009.
Speaking about Greenland: My fellow Nordic diplomats often claim
that Santa Claus – alias Julemanden – lives in their countries. But
every child knows that he lives in Greenland…...
Seasonal greetings to all of you and a Happy New Year.
Vibeke Rovsing Lauritzen
Ambassador of Denmark
virola@um.dk
www.ambsingapore.um.dk

DANBIZ LIFESTYLE
The concept
Urban, stylish and individualistic.
That’s how the Danish furniture chain
BoConcept wish to be refl ected from
the fancy mirrors dotting some of the walls in
its fi rst Singapore shop, opened just last month
at Devonshire Road close to the Somerset
MRT station in the Orchard Road area.
The new franchise, run by Singaporean
furniture chain Proof Living, is part of the
global expansion of BoConcept.
The store in Singapore was number 239
08
is URBAN
LIFESTYLE
International Danish furniture brand BoConcept
has come to Singapore
By Jan Lund
and the fast expanding Danish chain is now
operating in 47 countries and territories. It
all began with a shop in Paris in 1993. Today
the goal is 300 shops by 2010. They will
basically be franchises as in Singapore but
BoConcept also operates a limited amount
of shops itself.
It might not seem the best of times right now
with a global downturn lurking in the wings.
But it is not a big problem according to store
director Yung Ong, who consider it more
important to have identifi ed a position in the
market somewhere between the cheap mass
products and the exclusive high end furniture.
“We try to offer design furniture at affordable
prices to the open minded shopper. The
Singapore market is defi ned by being either
really cheap or really high end. BoConcept
tries to target the middle market for people,
who can compromise on the highest quality
to save some money or are ready to pay a
little more for something more designed
and stylish. We feel that the market is there
and just is waiting for something like us to

happen. It might not be the best of times.
But we are looking more at the void in the
market than at the outside situation. We will
also be here when the fi nancial markets are
moving again. If we don’t do it now we might
not be ready, when the situation change,”
Yung Ong explains.
Situated close to the posh Orchard Road
area and large residential areas, BoConcept
fi nd itself among its core target groups:
“We are looking for an urban design that
suits an easy lifestyle. A city life contrary
LIFESTYLE
Ribbon cutting ceremony with the VIPs. From left: Mr Christian Frederiksen (New Market
Manager from Denmark), Mr Yung Ong (Director of BoConcept Singapore), Mr Ong Kok Thai
(Managing Director of Vanguard Interiors), Mr Ong Chee Hock (Director of Vanguard Iteriors)
to a farmer life style,” says Yung Ong. Or as
Christian Frederiksen, BoConcept manager
for new markets explains:
“Our shops are more concept oriented
than product oriented. We are talking to
the emotions. Basically we are not selling a
chair or a table. We are providing a holistic
solution for furnishing a home.”
This approach is also a part of the branding.
The shop is actually refl ecting modern
city life style, as it is closely connected to
notions like design and a life on the web.
In the shop there will be designers around
to service customers with advice and
suggestions. The dialogue can be personal
or interactive, the solutions presented in 3D
and the bureaucracy cut down to zero.
“Almost all paperwork is gone, so our
sales people are able to spend more time
09
on the fl oor with the customers,” says
Frederiksen.
Back home customers can download 3D
programmes, which make it possible to
create models of the space that is going
to be furnished. People are being able to
shuffl e new and old furniture around in
the apartment to conclude if it fi ts in size,
colours and taste. In an area in the back of
the shop a couple of screens are tools for
the sales people to help clients draw lay
outs of their premises.
Yung Ong: “This is part of a different kind
of service we are able to offer. A quite new
concept in Singapore and an important part
of our business strategy.” DB
www.BoConcept.sg

DANBIZ SCIENCE
10
It’s
all about
WATER
IN SINGAPORE
THE TIDES ARE TURNING
FOUR TIMES A DAY
They move live corals underwater. They
predict weather patterns in typhoons.
They measure how the tides are rolling
in Singapore harbour.
They are the DHI and they are just involved with
close to everything that has to do with water.
By the way: Did you know that the water
patterns around Singapore harbour are
quite complicated because Singapore has
four tide waves during a daily moon cycle
- not just two as people from Denmark are
accustomed to?
Well, that’s how it is, and there’s an
explanation for that: Think of the tide as
water circling in one of those pans the golddiggers
used in the old days. Singapore is in
a spot where tidewater is rolling in two pans
and interfering with each other, creating four
high and low tides. Infl uenced by the wind
and current through the Malacca Strait the
patterns are quite complicated.
Working closely with Nanyang University
Danish company DHI is working with all kinds
of water research from corals and fi sh farms
to waterways and weather patterns.
By Jan Lund
But that’s exactly the kind of stuff they
love to sort out at DHI to the benefi t of the
shipping-industry.
DHI is also kind of complicated affair. It’s
not structured like businesses are most. DHI
was born in Denmark during the 1960’ies as a
government and university project focusing
on water-research. It slowly evolved into a
more and more independent institution still
focused on research and innovation - but
with operations on a more commercial basis.
Today it’s an independent company owned
by itself. No shareholders are reaching for
the profi t, so all generated cash can be kept
inside the company and invested in research
and development.
At the beginning of this century DHI had
grown to 300 employees and decided to go
global. Since then more than 500 employees
has been hired outside Denmark and today
the company is having more than 800 people
on the pay roll.
The Singapore unit was established around
2001 with long time employee Tom Foster as
its fi rst manager. He is still in charge of this
regional hub from the premises at Pandan
Loop – out along the west coast. The basic
services offered were marine research and
coast protection. A really visible project
in those early days was re-establishing of
a coral reef, which had to be demolished
due to construction. Skilled divers from DHI
simply moved and replanted the corals as
threes can be moved on land.
The latest enlargement of the Singapore
offi ce has been the establishment of a
research and education unit together with
Nanyang Technological University.
“There are 20 people here and 20 people
working from Nanyang,” tells newly
appointed Centre Director Ole Larsen, who
arrived from Germany this summer.
Their fi eld is modern science in water - a

high priority focus area for Singapore.
Not only is Singapore running the worlds
busiest harbour and surrounded by water,
but Singapore is also aiming at becoming
self-dependent on freshwater. Singapore
today is among world leaders in water
technology, and the government is actually
subsidizing DHI whenever it comes up with
research projects rooted in Singapore. Any
company bringing a feasible project to DHI
will get half of the bill paid through grants
from EWI (Environment & Water Industry
Development Council).
“We can help companies save precious water.
We can also share our knowledge about water
in fi elds like foods, water treatment, climatechange
and connected areas. For instance
About DHI
DHI is an independent, international consulting and
research organisation.
The objectives of DHI are to advance technological
development and competence within the fi elds of water,
environment and health.
DHI offers a wide range of consulting services and
leading edge technologies, software tools, chemical /
biological laboratories and physical model test facilities
as well as fi eld surveys and monitoring programmes.
DHI is more than 800 employees worldwide.
DHI Water & Environment:
• is granted approval by the Danish Minister for
Science, Technology and Innovation as an Authorised
Technological Service Institute (since 1973)
• is designated the World Health Organization (WHO)
Collaborating Center for Water and Health (since
separate water from solid waste, which then
can be used as non-polluting components in
building bricks. Or we are researching in the
growing area of aqua-culture. Today more fi sh
for eating are grown in fi sh-farms than caught
in the wild. We are using our knowledge to
improve the understanding in this fi eld. We
also develop software and models to calculate
where water ends op when it is raining,” Ole
Larsen explains.
Another project is to combine waterways,
which will need an infl ux of artifi cial oxygen
to keep the water fresh. And developing
models for the complicated tide, wave and
current patterns making it possible to predict
the conditions when ships have to be tugged
to the quays at Singapore harbour.
SCIENCE
11
Water holds a lot of challenges for the
future.
Ole Larsen: “It’s expensive for Singapore
to become independent of freshwater from
outside.
There’s not much space to collect the water
and not much capacity to store it. That
makes it important to reuse and re-circulate
the existing water as much as possible.
Today Singapore is already the world leader
in the process called reversed osmoses
membrane fi ltration, which makes dirty
water reusable.”
Another great challenge is in a relative new
fi eld: The combination of water and energy.
A lot of global energy is used by pumps
circulating water.
“We are trying to calculate the relationship
between energy and water. For instance as a
tool for the planning of new cities and housing
estates. It takes a lot of energy to pump
water to the top of high-raises. In a place like
Singapore - or the modern mega-cities – there
might be a lot of energy and money to save.
It sounds pretty obvious, but nobody really
thought about it before. So one of our future
goals are to develop tools that can reduce
energy consumption and optimize accessibility
to water – at the same time.” DB
www.dhi.dk
2004) in continuation of being the WHO Collaborating
Centre for Water Quality Assessment (since 1993)
• is designated as a Resource Centre for the Global
Water Partnership (since 2000)
• is designated the United Nations Environmental
Programme (UNEP) Collaborating Center for Water
and Environment (since 2004) in continuation of
being the UNEP Collaborating Center for Freshwater
Quality Monitoring and Assessment (since 1976)
• is certifi ed as an Authorised Provider of Continuing
Education Units by the International Association for
Continuing Education and Training, IACET (since 2001).
A bit of history:
• 2000 DHI Water & Environment was formed by
merging Danish Hydraulic Institute (DHI) and VKI
- Institute for the Water Environment.
• October 2005 DHI Water & Environment and
Danish Toxicology Centre (DTC) merged under the
name of DHI Water & Environment.

DANBIZ COVER STORY
It is not the journey across the Indian
Ocean up along Somalia or through
the Red and Black Sea that is the most
crucial part – even though that can sound as
diffi cult as can be.
What is really diffi cult is the fi nale stretch
through the Russian river systems between
The Black Sea and The Caspian Sea – the
world’s largest inland sea.
“Some places they are really narrow. That’s
where the troubles might occur. Our wide
span can not exceed 16,5 meters,” explains
Kurt Skov.
He is the founder and CEO of Danish
12
11.000
kilometres
through all
kind of waters
Danish company Blue Water shipping just fi nished another
complicated delivery from Singapore to the Caspoian oil
capital of Baku
By Jan Lund
shipping company Blue Water Shipping,
which just has concluded shipping a huge
FSO all the way from Singapore to the
Caspian oil capital of Baku, a journey of
11.000 kilometres through a variety of the
global waterways.
“Actually it was those kind of transports that
founded the Singapore offi ce when Blue
Water got its fi rst contract back in 1998. I was
in Russia at that time and heard about the
project, so we decided to make an offer. The
negotiations were really tough and we were
quizzed about all the details. Not at least
the fi nancials. Finally I had to emphasize
that we would do whatever was necessary
to secure a safe travel to the destination.
I told the CEO, that if everything else went
wrong, I would jump into the water myself
and push the vessel. He laughed, we got the
contract and have been best of friends ever
since,” Skov recalled when he was passing
by Singapore for marking the safe delivery
of the vessel and celebrating the 10 years
anniversary, not only of the Singapore Offi ce
but also of its general manager Jason Goh.
Since this fi rst encounter back in 1998
Blue Water has been responsible for six
transports between Singapore and the oil
fi elds around the Caspian Sea.
The latest special vessel was build by Keppel
Singmarine Shipyeard and is a so-called FSO

(Floating, Storage, Offl oading) – a sort of tank
vessel with a capacity of approx. 28,000 tons
oil. A massive construction, which has to be
build in parts and assembled on delivery as
the only way to get it from the shipyard to its
destination.
The task of Blue Water has been to arrange
transport from Singapore via the Indian
Ocean, the Red Sea, through the Suez Canal
to the Mediterranean, the Black Sea - and
further on through the Russian Don-Volga
river system to the Caspian Sea.
The width of the smallest lock in the Russian
river system is 17 metres, the maximum
draught 3.00 metres and the height
14.00 metres, due to bridges and cables,
which results in certain demands on the
vessel’s construction. Therefore the basic
construction had to be split into two large
132,8 metres long self-fl oating hull modules
weighing 4,000 tons each.
In addition some equipment and parts for the
FSO - helideck, accommodation blocks etc.
- need to be transported. The hull modules
and parts were loaded on board two special
heavy lift vessels in Singapore. Transhipment
took place in the Black Sea, from where the
self-fl oating modules were tugged through
the river system by tugboats. The other
parts and equipment was loaded on to river
vessels and barges and transported through
COVER STORY
13
the river system from Azov to Astrakhan
and the last section through the Caspian
Sea to the oil city Baku in Azerbaijan. The
travel lasted altogether three months and
was completed end of November. Now the
process of welding the hull modules has to
be performed before the fi nale delivery to
the client, the Russian oil company LukOil.
The project for this highly complicated and
specialized voyage involved Blue Water
offi ces in Singapore, Denmark, Russia and
Azerbaijan, the project team consisting of
experienced project forwarders, engineers
and stevedore foremen.
“Everything went fi ne. We even delivered
before schedule and without accidents,”
concludes Kurt Skov, who founded
Bluewater back in 1972 in Danish off-shore
capital Esbjerg and today is running a
company with more than 900 employees and
offi ces in 26 countries around the Globe. DB
www.bws.dk

DANBIZ SHIPPING
Heard at the quay
Piracy can not be
allowed to go
unchecked
By Marcus Hand
The piracy situation off Somali and in the Gulf of Aden and
surrounding areas has hit nightmarish proportions.
Attempted hijackings of merchant ships have become a daily
occurrence by pirates armed to the teeth with rocket propelled
grenades and machine guns. The security corridor set up by coalition
naval forces in the area has had a limited effect although it has
successfully foiled a number of hijacks. The hijacking off Kenya of
the Saudi Arabian very large crude carrier, Sirius Star laden with a
$200m cargo of oil though took the issue to a whole new level grabbing
headlines the world over.
Shipping industry executives say that vessel Masters and their
crews are literally terrifi ed to transit the area with the pirates
seemingly having sophisticated backing, while the average
merchant ship has no means of defending itself.
It is little surprise that major ship-owners such as Maersk are
choosing to reroute many of their vessels around Africa via the
much longer Cape of Good Hope. While it does take long and cost
more clearly an increasing number of ship-owners and operators
are unwilling to put their vessels or crews at risk.
The growth of rampant piracy stems from the longstanding Somali civil
war and a state that has had no central government for 17 years, meaning
that enforcement against the scourge has basically been non-existent.
The situation has been likened as war-like by the International
Association of Ship Managers and it has called for the same level
of protection that is given to merchant shipping in a war.
Coalition naval forces operate largely within the confi nes of
international laws relating to sovereignty - meaning proactive
action is particularly diffi cult. What is required is for the exceptions
to be made at a United Nations level that will allow international
forces to take real action against the pirates and protect shipping.
Meanwhile there are warnings that prolonged economic crisis
could result in resurgence in piracy in the Malacca Strait. It is
extremely important that joint naval patrols in this key waterway
are maintained as it is all to clear what can happen if piracy is
allowed to go unchecked. DB
Marcus Hand
is a Singapore based shipping
correspondent for Lloyds List

Contact us, we will be pleased to discuss your requirements.
C F SHARP GROUP OF COMPANIES
15 New Bridge Road, Rocha House, Singapore 059385
Tel: +(65) 6536 7636 Fax: +(65) 6536 7446
E-mail: operations@cfsharpspore.com Web: www.CFSharp.com

DANBIZ INTERVIEW
Relationship of
new importance
By Jan Lund
Ambassador Dominique Girard joined ASEF as its fourth Executive Director
in November 2008. He was Ambassador to Indonesia (1992-1995), Australia
(1995-2000) and India (2002-2007). Prior to his present appointment, he was
Diplomatic Adviser to the French Government, as well as Chairman of the
Foreign Affairs Council of France.
ASEM is a forum for exchanging ideas
and views between EU and Asia. It was
created in the 1990’s by a Singaporean
and French initiative. Leaders from the areas
meet once every two years to discuss and
present views and positions.
Two years ago at its 10 years anniversary it was
decided that ASEM also has a future, and in late
October the 2008-meeting in Beijing produced a
platform for the Asian and European countries
to discuss the global fi nancial crises.
The only fi xed structure inside ASEM is ASEF
(Asia-European Foundation) an organization
based in Singapore with a lot of activities in
areas such as cultural exchange.
This November French diplomat Dominique
Girard was appointed new executive director
of ASEF. In this interview he talks about ASEF
and the future for Asia and Europe.
Q: How do you assess the relationship
between Asia and Europe?
A: While the cultures, economic ideologies,
political systems and development levels of
the two regions could not be more different,
Asia and Europe look back on a rich history
of complex multi-layered engagement over
many centuries. This engagement covers trade
relations, historical-political experiences such
as colonialism, the Cold War and the post-Cold
War period, globalization and the co-operation
in the fi eld of science and cultural exchanges.
Some of the links might have waned in the past,
partly resulting from the trans-Atlantic and the
trans-Pacifi c partnerships. As a balance of power
in the triangle ASEM has given the relationship a
new importance - and it is growing.
Q: Which major trends will determine
the future relationship between
16
Europe and Asia?
A: The complexity of global challenges requires
global solutions. ASEM is important to ensure
an ongoing dialogue. The world is facing a
fi nancial and economic crisis that has not
spared any continent. During the ASEM7
Summit in October in Beijing we witnessed a
joint response from Asia and Europe. It was
on time for the consultations later at the G20
meeting in Washington.
Hastened by the fi nancial crisis, this rediscovery
of international co-operation paves the way
towards a different world-order with hitherto
unseen levels of economic and political
dialogue. I believe that Asia and Europe together
will play a crucial role in shaping this trend.
Q: In Asia there’s a general feeling
that Europe is inward looking these
years and not paying enough attention
to Asia – as expressed for instance
by your former colleague professor
Kishore Mahbubani. Is that a valid
point seen from someone with a leg in
both camps?
A: It could be said that Europe traditionally
maintained a piecemeal view on Asia rather
than a strategic overview and approach
encompassing the region. However, since
the 1970s and the inception of the ASEAN-
EU dialogue, the originally limited perception
of Asia has evolved with Europe. Europe is
now recognising the developments in and the
potential of Asia. A signifi cant factor in inducing
the renewed interest was the emergence
of China as a major economic player. The
rise of India as another strong power further
underscores the importance of the region.
The challenge for Europe is not to forget the
other parts of Asia, for example Southeast Asia.
Here, the EU has demonstrated that it can play
a key role, for example the joint Asian-European
efforts in the fi eld of confl ict resolution in Aceh
and Mindanao. This shows the transformation
from an economic to a more politically oriented
and acting EU.
Q: Where are the basic points for
improvements? What are the major
obstacles hindering an even closer
relationship?
A: ASEM brings together two regions and
embraces 45 partners. A thorough knowledge
of the differences between the regions and
the idiosyncrasies of each country, state and
sometimes even area is needed to strengthen
mutual understanding - and to come up with
realistic and feasible proposals of co-operation.
We have to accept that it is not always possible to
forge a unifi ed view among the ASEM partners.
Especially when we deal with sensitive social
and political issues. While agreements on one
common vision might not always be reachable,
it is important to use ASEM as a platform for
common refl ections.
Having said that, on areas of mutual agreement,
the dialogue has to be translated and better
transformed in an action-oriented process with
substantial output.
Q: What can ASEF specifi c do to
improve the relationship?
A: One of ASEF’s greatest strengths is the close
partnerships with a broad range of civil society
actors in the ASEM countries. Our activities
build up sustainable networks across both
regions and strengthen existing ones. Such
cross-pollination deepens mutual familiarity,
collaboration and confi dence between the
peoples of Asia and Europe. I believe that this
is a key element in the conceptualizations of
innovative responses.
A key facet of ASEF’s activities in the coming

years will be the fi nancial crisis which rapidly threatens to turn into a
full-scale social crisis. The impacts will be manifold and somber: Rising
unemployment, loss of income, deepening poverty. Levels of confl ict
may rise in our societies, with worst case scenarios involving violence.
It is ASEF’s natural responsibility to stimulate and facilitate a multifaceted
Asia-Europe refl ection. We must fi nd mechanisms to soften the potential
negative effects of this crisis on civil society. Policy recommendations
generated by our programmes such as the conference series Connecting
Civil Societies underscore these efforts.
Another strategic theme will be environment and climate change. With
the establishment of the Asia-Europe Environment Forum, ASEF has
already gained recognition as a credible partner and indispensable
facilitator in this area.
Q: Do you see ASEM getting a more concrete structure?
A: The ASEM process was initiated under the principle of a “partnership
of equals”. It is by informal dialogue that all 45 ASEM partners, diverse
as they are in political and economical status and infl uence, are credited
on an equal standing to openly express their views on crucial issues
pertinent to both regions. Though expectations are rising to move a step
further, there are currently no plans to change this informal setting.
ASEF remains the only permanent institution within the ASEM process
and is potentially the best place to serve its reinforcements. Naturally,
ASEF’s programmes and projects contribute towards making ASEM more
concrete and demonstrate a more action- and output oriented process.
Q: What will be your success criteria for ASEF while you
are here?
A: Over the past eleven years, ASEF has done a remarkable job in
building up civil-society networks and contributing tangible outputs to
the ASEM process. Looking ahead, we have to start the next phase and
increase awareness and visibility of our activities. It is important that
we focus on high-impact areas. As mentioned earlier, the topics climate
change and the fi nancial crisis with its social and political effects obtain
priority.
ASEF also has to intensively involve its considerable networks of more
than 500 partner organizations and 14.000 alumni to generate more
public communication and shape the knowledge and opinion on Asia-
Europe relations. DB
www.asem7.cn , www.asef.org
Fact box
ASEM (Asia-Europe Meeting)
Consists of 45 partners:
27 EU countries
10 ASEAN countries
China, Japan, South Korea, India, Pakistan and Mongolia
The EU Commission
The ASEAN secretariat
The summits are held in Europe and Asia every second year
1996: Bangkok 2004: Hanoi
1998: London 2006: Helsinki
2000: Seoul 2008: Beijing
2002: Copenhagen

DANBIZ INTERVIEW
Free
trade
is one
common
ground
By Jan Lund
Danish Premier Minster Anders Fogh Rasmussen
consider science and innovation one of the fi elds
where Denmark can learn something from Singapore
Almost identical in population. Often
aligned side by side in the international
surveys when it comes to contemporary
issues as development, affluence,
technology and innovation. Although
Denmark and Singapore are very different
societies in different parts of the world
the two countries have many common
features and interests.
Two of the major fields and areas for
developing closer relations are innovation
and trade.
Both countries are aiming at being on
top of the global food chain concerning
science and innovation, and both are
among the most outspoken advocates for
more global free trade.
During his recent trip to China for the
ASEM summit Danish premier minister
Anders Fogh Rasmussen pointed out,
that Denmark benefited tremendously
from globalisation and free trade. In a
speech to Chinese university students
he also emphasised that: “Denmark has
demonstrated, that high economic growth
based on global competitiveness can
be combined with a high level of social
security.”
18
Caught by DanBiz on the sidelines of the
summit in Beijing Anders Fogh Rasmussen
concludes that free trade is one of the
global issues, which link Denmark and
Singapore together.
“We are really keen on reaching a free
trade agreement between EU and the
ASEAN countries. Overall we would prefer
a global agreement, but that seems very
difficult at the moment. So we are aiming
at the second-best solution, which is
regional free trade agreements. EU is right
now working on agreements with both
ASEAN and South Korea. We cannot do it
on our own. Denmark does not exercise its
own policy in this area, since we treatywise
are obliged to follow the EU,” Anders
Fogh Rasmussen explains.
For more future cooperation the Danish
PM points to education as an important
field:
“When I have had meetings with the
politicians from Singapore they always
left a strong expression. They consider
Denmark as a role model in various fields.
For instance they are very interested in
our education system and our approach to
lifetime education. Singapore is living from
development and innovation, and many
Singaporeans have been in Denmark to
study the Danish education system. I see
a lot of possibilities for cooperation in that
area.
Where can Denmark learn something from
Singapore?
“Singapore is also a small country, which
has to survive without raw-materials. We
have an interest in learning from them
in the field of knowledge-economy, and
besides we have a common approach to
research and innovation.” DB
www.stm.dk

Want to know more?
www.asc-asia.com

DANBIZ BEAUTY
It had had to be
Orchard Road
Danish make-up artist Marianne Tromborg
has opened shop in Singapore.
By Jan Lund
“
It has to be simple and easy to use.
Nobody have time for one and a half hour
in front of the mirror”
That’s one of the secrets behind the products
from Marianne Tromborg as Jan Vistisen
explains it.
Of course the overall headline in this
business is beauty and health, and the now
international Tromborg line of products
include a lot of other features. But women
these days are as busy as men and they
need to be able to shape up in a hurry.
Together with his partners David Ng and
Maureen Law in the company OneNine57,
Jan Vistisen has established a brand new
shop in the hearth of the pulsating Orchard
Road shopping district. Located in the Ngee
Ann City building, which also houses famous
Takashimaya department store, the shop is
named Tromborg after the inventor of the
product-line.
20
Her products are well-known in Spa’s and
selected outlets like European department
stores - but the shop in Singapore is the fi rst
solo store established on high street.
“It’s a total concept and image store and
marks a step up the chain for the Tromborg
products. A brand has to be strong to take
such an exposure. Tromborg is just that. It
has a broad range of products and reaches
out to a broad audience,” emphasise
Vistisen, a long time Singapore resident and
a well-known face in the Danish business
community.
The Tromborg product line was established
in 2003 on a philosophy of balance between
beauty and nature. All products are organic
and mixed from all-natural ingredients.
Besides offering a variety of skin care and
beauty products the company also organize
classes and various functions.
“Groups of 5-6 women will take part. Our
experience says that if you have good
products you need people to use them. So
we encourage them to try it out. Our entry
strategy was to have our own shop. In a
department store you have a lot of traffi c but
little space. In our own shop we can establish
the close relationship that is necessary. We
need to be able to pamper the customers.
To get in touch with them. You loose them if
you don’t keep the contact. In this business
there need to be a physical contact like
events, classes or other activities,” explains
Jan Vistisen who never had any doubt about
that Orchard Road was the place to be:
“It had to be Orchard Road. That’s where our
customers are. Our customers are women
who typically shop at Orchard Road at least
once or twice a week. So we are happy for
being on top of Takashimaya - maybe the
most popular destination in town. DB
www.tromborg.com

DANBIZ A TASTE OF FOOD
A lazy
gourmet
can also enjoy
FAST FOOD
Dane Steen Puggaard is
launching a new line of highend
frozen food
By Jan Lund
Convenience food does not have to be
junk food.
Frozen food does not have to be dull.
Frozen convenience food in fact can be
as delicious as a gourmet meal in a nice
restaurant.
That’s the approach behind a new brand launched
this December by Dane Steen Puggaard.
Lazy Gourmet makes the customers able to
grab a delicious meal from their own gourmet
kitchen - in the freezer. Based on recipes from
chefs from the famous Les Amis restaurants,
Puggaard and his crew has created a line
of 25 frozen food dishes that will make the
convenience food taste as good as any meal
in top notch French restaurants
“Our basic strategy is to create high quality
frozen packaged food. My business partner Les
Amis is a well-known brand in the restaurant
business. With Lazy Gourmet we are making
a kind of brand extension into the market for
22
Steen Puggaard surrounded by his chefs. The menu is structured to match what people in
Singapore prefer to eat like chicken, pork, duck, lamb, beef stews and soups.
frozen food,” Steen Puggaard explains
People with a tongue for delicious food might
be familiar with the name Lazy Gourmet.
It was the brand-name used by Les Amis
for take away products. Lack of focus and
marketing meant that it never took off and
the brand was discontinued in 2006 until the
right resources for a full scale launch were
available. Enter Steen Puggaard - and with a
new approach he counts on a re-launching.
“I believe there is a market for this. So we
kept the name and reinvented everything to
match the needs of the customers we are
targeting. We will be able to provide food,
which is freshly made in our own kitchen
and frozen according the highest possible
standards. The fi rst reason to buy it is the
taste. In Singapore it is actually quite diffi cult
to fi nd frozen quality food produced here
in the country. Of course our products are
slightly more expensive, but I believe our
customer will remember the quality long after
they have forgotten about the price. Besides
we are also providing food without additives,
colouring, fl avouring or MSG. The food is
cooked and packed in a way that makes
the taste and aroma stay, and the advanced
blast-freezing process secures the highest
degree of food-integrity,” says Puggaard.
The products can be bought through
selected Cold Storage and Marketplace
supermarkets from end of December
and ordered online with home delivery.
An exciting distribution channel is the
collaboration with Ascott serviced
apartments as well as companies providing
meals for their employees.
For Steen Puggaard, his adult life has been
food – mostly fast food. He had a ten-year
career with McDonald’s before he joined
Burger King. The last one and a half year he
has worked tirelessly to develop this new
product line with an overall goal to create
a future brand name for packaged food. As
he says: “We are aiming at position us as
a brand which provides a restaurant dining
experience at home.” DB
www.lazygourmet.com.sg

Perfect Perfect
pairings pairings
for for the the
Christmas
Christmas
Dinner Dinner
The festive season is literally around the corner and families
will once again gather around the table celebrating traditional
Yuletide fare. Depending on regional customs it might include
roast duck, goose, turkey, cracking pork with all its lovely trimmings.
I have often been asked about matching food and wine or vise versa
and the truth is, there are no rules in the world of gastronomy or
viniculture. Wine and food pairings is an individual choice. Every
person’s sense of taste is different. In general, you should decide
your own combinations and choose what tastes good.
But there are some guidelines, though, which hopefully will give an idea
why some wines or foods partner better than others. Remember - these
are only guidelines!! You will fi gure out quite quickly that your own
tongue has its own idea of what goes well with what. Trust your own
judgement, and eat and drink what you enjoy most over Christmas.
Wine has had a long history of being served as an accompaniment
to food. The process of pairing food dishes with wine is enhancing
the dinning experience. In many cultures, wine also has had a long
history of being a staple at the dinner table and typically you want
to drink light-to-dark - just as when you plan a meal you start with
delicate tastes and work towards heavier tastes.
Let’s imagine our Christmas meal consists of a few canapés to welcome
family and friends, followed by smoked salmon for appetiser, roast duck
& pork for the main meal and rice pudding for dessert. For this reason,
Champagne/sparkling wine tends to go very well with appetisers or
opening courses. White wine is usually a match for seafood or lighter
dishes like salads, while red wine works perfectly with heavier meat
and its sauces. A port or dessert wine is often the perfect end to a meal
sipped to the traditional Danish rice-pudding desert “Ris a la mande”,
to a mature cheese or a piece of chocolate cake.
As Master Sommelier Evan Goldstein told me recently: Food and Wine
pairing is like two people having a conversation: “one must listen
while the other speaks or the result is a muddle”. This means either
the food or the wine will be the dominant focus of the pairing, with the
other serving as a compliment to enhance the enjoyment of the fi rst.
A TASTE OF WINE
23
The basic element in matching wine is to consider its “weight”
- the balance between the weight of the food and the weight or
“body” of the wine. Other factors like sugar, acid, alcohol, tannins
and oak plays an important part on how they can be accentuated or
minimized when paired with certain types of food.
So for your perfect pairing this Christmas, give a try to some of the
grape varietals highlighted below:
Perfect Aperitif, lighter white & red wines
Champagne: Chardonnay, Pinot Noir
Lighter White: Pinot Gris, Pinot Blanc, Riesling, Sauvignon Blanc,
Unoaked Chardonnay, Gruner Veltliner.
Lighter Red: Gamay, Corvina, Pinot Noir.
Appetizer,medium to heavy whites & red wines
White wines: Oaked Sauvignon Blanc, New World Chardonnay,
Albarino, White Burgundy (Chardonnay), Rhone
Whites (Viognier, Roussanne, Marsanne)
Red Wines: Chianti (Sangiovese), Merlot, Malbec, Pinot Noir,
Zinfandel, Cabernet Franc.
Main Course, heavier red wines
Syrah/Shiraz,
Grenache
Nebbiolo, Cabernet Sauvignon, Tempranillo,
Dessert wines
Port (Touriga Nacional/Tinta Roriz), Sauternes (Sémillon)
So raise your glass and toast to Christmas,
Season’s Greetings
Carsten Kjeldmann
Danish wine-connoisseur Carsten Kjeldmann, food
& beverage director at the British Club, writes in
this column about wine and wine collection.

DANBIZ GOLF
Nordic Golf
won by
Norwegian
145
players were as ready as
could be when Keppel Club
was housing the annual
Nordic Business Golf tournament.
It was only the third time the event took
place, but it already has gained broad
popularity among the Scandinavian golfers
in Singapore. All slots were sold out a week
in advance and all sponsorships were
taken. Besides the main sponsorships, 18
businesses contributed with sponsorship
for one hole each.
The event is jointly organized by the Danish
Business Association of Singapore, the
Swedish Business Association of Singapore,
Finnish Business Council and The Norwegian
Business Association of Singapore.
Winner Peter Knudsen holds the crystal trophy between organizers Thomas Lauritzen
(right) and SAS District Manager Christine Low (left).
The primary objective of the tournament is to
encourage greater understanding and closer
relationship between the Nordic business
organizations and leading Singaporeans,
both from the public and private sector.
So most used the occasion to invite some
business partners for a round of golf at this
legendary club with a history dating back
to 1904. It was actually one of the invited
guests who ran off with the silverware.
Norwegian Peter Knudsen beat all the
competition and will get his name engraved
on the challenge trophy donated by the
Swedish Business Association. The trophy
- a masterpiece of crystal designed by Mats
Jonasson featuring two polar bears - will be
on display at the Norwegian Embassy until
the tournament next year.
After the golf game a dinner and prize
ceremony took place on the clubs terrace
with a magnifi cent view of Sentosa Island.
On a backdrop of the ships anchored with
lights glowing in the evening light, the
players enjoyed the tropical evening with a
magnifi cent buffet with soft drinks and cold
beer from Carlsberg. DB

GOLF
Thomas Bjorn
back on TRACK
25
World famous Danish golfer Thomas Bjorn choose Singapore
for launching his come back to the top of international golf.
Flying in from Morocco in the private jet belonging to friend and
compatriot Ernie Els, Bjorn took part in the Singapore Open in November
together with Els and a lot of other world stars.
After a dramatic and exciting last round in front of 15.000 spectators
Bjorn made it into the real money as number 7. During the fi nale 18 holes
he actually had a shot at the top spot but lost steam and saw India J. V.
Singh being handed the winners trophy.
But the result was important and gave Bjorn a boost before the 2009 season.
The Great Dane had slumped below the Top 200 in the world rankings during
2008 leaving a trail of missed cuts and injuries behind him. The Singapore
result kicked him forward to number 181 giving him the necessary stepping
stone to take part in the upcoming tournaments without being forced into
qualifi cation or living from wild cards.
In the meantime Danish Golf has seen the former second tier players
move up through the rankings. As of December 1st three Danes were in
the World Top 100: Søren Hansen as 46, Søren Kjeldsen as 48 and Anders
Hansen as 83. DB

DANBIZ MEMBERS PAGE
Søs is
Julenisse
of the year
At the annual Christmas lunch DABS honours a person,
who on a non-commercial basis has contributed to the well
being of the Danish society in Singapore.
The award for 2008 went to Søs Bertelsen who has played a
significant role among young mothers, among the children
and in the daily life of the Seaman’s Church.
SEPTEMBER / OCTOBER / NOVEMBER 2008:
NEW MEMBERSHIPS
Lars Peter Mortensen, Esvagt dk.
Christian Tang-Jespersen, Hymite A/S
Helge Jacobsen, DIAGEO
Frank Poulsen, APV
Jannek Uldal Christesen, Grundfos Singapore
Hjalgrim Ellingsgaard, Man DieselSingapore
Michael Amsinck, Enfatico
John Goltermann Lassen, GN ReSound
Leif Schøler-Eriksen, Nokia Siemens Network Pte Ltd
Søren Bertelsen, BankInvest Asset Management
Michael Fooken Jensen, Danfoss
Cathrin Kristensen, Saxo Capital Markets Pte Ltd
Bjarne Foldager, A. P. Moller Singapore Pte Ltd
Jeppe Christian Haug, Clipper Bulk (Singapore) Pte Ltd
Anna Sjøgren, Saxo Capital Markets
Claus Skadkjer, Procter & Gamble
26
Membership Changes Changes in the membership base since September 2008
Calendar of Events 2009
Maja Grimnitz, CMGRP
Per Bjødstrup, SimCorp Singapore Pte Ltd
Frederik Klinke, Maersk Singapore Pte Ltd
Peter Sandvig, Nokia Siemens Networks Prv Ltd
Trine Kirkegaard Simpson, Watson Wyatt
TERMINATED MEMBERSHIPS
Anders Madsen, Gea Process Engineering
Arne Palsbirk, Jensen Asia Pte Ltd
Charlotte Andersen, Coli Shipping (S) Pte Ltd
Hans Christian Hansen, Leo Pharma Asia Pte Ltd
Gregers Blaabjerg, Hempel (Singapore) Pte Ltd
Henrik Nistrup Madsen, AstraZeneca
Lars Rosenkrands, Inchcape Shipping Pte Ltd
Michael Bo Friia, Maersk (Singapore) Pte Ltd
Thomas Banas, Shipserv
Berit Thorup Christensen, B=IMAGE
March 27 : Annual General Meeting/Torm Event October 31 : Annual Ball
THE WINNERS WERE
The annual “Julenisse” of the year
price has been awarded to:
1998: Willy Heise
1999: Jeanette Fahnøe
2000: Peter Husum
2001: Birgitte Lund
2002: Heine Askjær Jensen
2003: Per Johansen
2004: Hans J. Rosenfeldt
2005: Charlotte Nors
2006: Allan and Grethe Juel Jensen
2007: Thuri Astradsson
2008: Søs Bertelsen
“The committee find it important to recognize contributions of this
kind, in other words contributions made by people who work quietly
and without a lot of noise and fanfare, but who make a genuine
difference within the Danish community - as she clearly has,” as it
was stated in the recommendation from the DABS Board.
With toastmaster Henrik Ziegler presenting the winner Søs Bertelsen
was handed the large LEGO Trophy as the “Julenisse” of the year
by no other than the first chairman of DABS Paul Wallewik, who
happened to be in town for this years Christmas Lunch. DB