Central and Eastern Europe (CEE) was labelled the “heart of the continent” at this week’s SiGMA East Europe event in Budapest, Hungary.
Balazs Kohut (pictured), extraordinary and plenipotentiary ambassador, told listeners to his keynote speech that the region serves as a crucial gateway between East and West, providing businesses with access to a diverse and expanding market.
Domestic consumption is on the rise across all sectors in the region, presenting substantial opportunities for companies looking to expand their operations, he added.
Kohut also praised what he saw as the business-friendly culture of Hungary but insisted that companies and investors seeking to move into CEE should understand the region’s unique approach to business relationships.
He explained that business in Central and Eastern Europe is deeply rooted in human connections and soft skills, which are often just as important as financial metrics.
