By Li Xiaokun (China Daily)
Updated: 2007-12-25 11:16

What's your destination of choice when investing in Europe? The Belgian Embassy to China recently asked business leaders this question in a survey covering four major Chinese cities.

Most respondents said Britain, France or Germany. None chose Belgium.

Bernard Pierre, Belgian Ambassador to China, said his country is known for its world-class beer and chocolate, but is also an ideal venue for doing business in Europe - and one that many Chinese businesses have yet to discover.

Bernard Pierre, Belgian ambassador to China, says Belgium is the ideal gateway to the European market for investors.

"Why come to Belgium? Because geographically it's in the center of Europe," said Pierre.

About twice the size of Beijing, the country lies at the very heart of an area spanning from Liverpool (United Kingdom) to Genoa (Italy), where 60 percent of Europe's purchasing power and 30 percent of EU consumers are concentrated.

This location makes it an ideal test-bed for new products and services, according to Pierre. "From there, all the important industrial and financial centers in Europe are reachable within an hour and a half. For example, London is 45 minutes by plane," said Pierre.

"For investors who intend to go global, Belgium is the ideal gateway to the European market."

Investing in Belgium, the "capital of Europe" where the European Commission lies, could help Chinese industries get their voice heard, the ambassador said.

"In 2006, Europe started an anti-dumping procedure against imports of Chinese shoes. The decision to impose those duties was made on a vote by its 25 members. Thirteen countries were in favor of it and 12 against, so the anti-dumping measures were approved," he said.

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