The beginnings of Swiss business in Korea - 50 Years Switzerland
The beginnings of Swiss business in Korea - 50 Years Switzerland
The beginnings of Swiss business in Korea - 50 Years Switzerland
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In November 2010, the OSEC, the <strong>Swiss</strong> equivalent <strong>of</strong> KOTRA, set up its 17 th <strong>bus<strong>in</strong>ess</strong> hub worldwide at the <strong>Swiss</strong> Embassy <strong>in</strong> Seoul.What were the reasons for the OSEC to open such a Bus<strong>in</strong>ess Hub <strong>in</strong> <strong>Korea</strong>?<strong>Korea</strong> has always been a very <strong>in</strong>terest<strong>in</strong>g market for <strong>Swiss</strong> exports, but def<strong>in</strong>itely <strong>in</strong> 2010, we felt that we should try to pushit further. <strong>The</strong>re is a very high potential here, and <strong>in</strong> order to tackle this important market, a more dedicated structure topromote <strong>Swiss</strong> exports was needed. Now, <strong>Korea</strong> as the seventh largest exporter <strong>in</strong> the world, is def<strong>in</strong>itely among the “export<strong>in</strong>gpowers”. Additionally, the free trade agreement with <strong>Korea</strong> gives <strong>Swiss</strong> products huge potential on the <strong>Korea</strong>n market.Interview with Claudio Mazzucchelli,Head <strong>of</strong> the <strong>Swiss</strong> Bus<strong>in</strong>ess Hub <strong>Korea</strong>What are the primary objectives <strong>of</strong> the SBHK and how do you work to achieve them?Our ma<strong>in</strong> task is to raise awareness among <strong>Swiss</strong> companies about the exist<strong>in</strong>g possibilities here <strong>in</strong> <strong>Korea</strong>. Through ouractivities back <strong>in</strong> <strong>Switzerland</strong>, we have been organiz<strong>in</strong>g fairs, sem<strong>in</strong>ars and other events <strong>in</strong> order to raise this awarenessabout the <strong>Korea</strong>n market. As a result, a grow<strong>in</strong>g <strong>in</strong>terest among <strong>Swiss</strong> companies to enter the <strong>Korea</strong>n market can already benoticed.Do you also encourage <strong>Korea</strong>n companies to <strong>in</strong>vest <strong>in</strong> <strong>Switzerland</strong>?On the <strong>in</strong>vestment promotion side, we also have an “educational” task. Basically, we expla<strong>in</strong> to <strong>Korea</strong>n companies theadvantages <strong>of</strong> <strong>Switzerland</strong> as a <strong>bus<strong>in</strong>ess</strong> location. Follow<strong>in</strong>g this, <strong>Korea</strong>n companies that are export<strong>in</strong>g to Europe or arecurrently plann<strong>in</strong>g to expand their exports on the European cont<strong>in</strong>ent, might need a physical presence like a Europeanheadquarters or <strong>bus<strong>in</strong>ess</strong> control centre somewhere <strong>in</strong> Europe.59You have mentioned advantages which <strong>Switzerland</strong> could <strong>of</strong>fer to <strong>Korea</strong>n companies. Could you elaborate on this?<strong>The</strong> major advantage <strong>of</strong> <strong>Switzerland</strong> is its location <strong>in</strong> the center <strong>of</strong> Europe and its high political stability. Furthermore,<strong>Switzerland</strong> has a very highly skilled labor force and good universities. Last but not least, the corporate tax <strong>in</strong> <strong>Switzerland</strong> ismuch lower than <strong>in</strong> other European countries.<strong>Switzerland</strong> is known for its beautiful scenery, watches, cheese and chocolate, but <strong>Switzerland</strong> is less known for otheraspects, like the high-tech <strong>in</strong>dustry. We are work<strong>in</strong>g to change this one-sided image. <strong>Switzerland</strong> is <strong>in</strong> fact a highly developedcountry, with an excellent <strong>in</strong>frastructure, communication, high R&D spend<strong>in</strong>g, state-<strong>of</strong>-the-art <strong>in</strong>dustries and a very diversifiedeconomic structure <strong>in</strong> all the relevant sectors.Why do your diverse activities ma<strong>in</strong>ly target small- and medium-sized enterprises (SMEs)?60Claudio Mazzucchelli, Head <strong>of</strong> the <strong>Swiss</strong> Bus<strong>in</strong>ess Hub <strong>Korea</strong> s<strong>in</strong>ce May 2012Large <strong>Swiss</strong> companies are already present <strong>in</strong> <strong>Korea</strong>. <strong>The</strong>y know the local <strong>bus<strong>in</strong>ess</strong> environment. For small- and mediumsizedcompanies, however, <strong>Korea</strong> is a difficult market to access - at least <strong>in</strong> the beg<strong>in</strong>n<strong>in</strong>g. We help to establish valuable<strong>bus<strong>in</strong>ess</strong> contacts and provide them with the necessary <strong>in</strong>formation about the local market. S<strong>in</strong>ce especially small companiesare not <strong>in</strong> a position to make costly market-entry mistakes, it’s the job <strong>of</strong> the <strong>Swiss</strong> Bus<strong>in</strong>ess Hub <strong>Korea</strong> to assist them.Is there any k<strong>in</strong>d <strong>of</strong> cooperation between the SBHK and the <strong>Korea</strong>n Trade-Investment Promotion Agency (KOTRA)? If so, what doesthis cooperation look like <strong>in</strong> practice?A Memorandum <strong>of</strong> Understand<strong>in</strong>g (MoU) with the <strong>Korea</strong>n Trade-Investment Promotion Agency (KOTRA) was actually signedwhen the <strong>Swiss</strong> Secretary <strong>of</strong> State, Mrs. Ineichen-Fleisch, and the President <strong>of</strong> OSEC, Mrs. Ruth Metzler, were <strong>in</strong> Seoul <strong>in</strong>November 2011. With this agreement, the exist<strong>in</strong>g cooperation between the two agencies was <strong>in</strong>stitutionalized. Basically,the idea is to foster even closer cooperation with KOTRA. For example, <strong>in</strong> order to <strong>in</strong>form <strong>Swiss</strong> companies about <strong>Korea</strong> wewill organize “<strong>Korea</strong> Days” <strong>in</strong> <strong>Switzerland</strong> together with KOTRA. In addition, <strong>in</strong> August 2012 a close work cooperation withKOTRA will help us to host a delegation <strong>of</strong> <strong>Swiss</strong> SMEs <strong>in</strong> <strong>Korea</strong>. <strong>The</strong>re are clear synergies between the two agencies, thus acloser collaboration is beneficial for both parties.