Hainan hosted the opening of the 2026 China Brands Globalization Forum on October 20. Siniša Berjan, Bosnia and Herzegovina's Ambassador to China, said in his address that his country is an important partner for China in Europe. Over the past 30 years the two sides have deepened cooperation in trade, investment and people-to-people exchanges with positive results, and Bosnia and Herzegovina is ready to keep leveraging its location to serve as an important bridge for Chinese companies entering the European market.
He noted that Europe has strong purchasing power and sustained demand for new products, technologies and services, with broad space for cooperation in renewable energy, e-commerce, agriculture and green development. Chinese companies have clear advantages in technological innovation, product quality and cost control, while Bosnia and Herzegovina and the wider European market are close to customers and familiar with local rules — a combination that makes closer cooperation mutually beneficial.
Berjan believed that success of Chinese brands in Europe depends not only on price and product but also on regulation compliance, quality, localized services and long-term partnership. Companies need to understand local laws and regulations, respect market rules, build sound sales and service networks and grow together with local partners if they are to win trust and go further. Bosnia and Herzegovina welcomes more Chinese investment and is ready to offer a cooperation platform, helping companies better understand the European market and connect with local resources. He expressed the hope that both sides will explore new channels in new energy, agriculture, e-commerce and infrastructure, creating more jobs through investment and promoting common development.
Berjan stressed that the globalization of Chinese brands means not only exporting products but also sending technology, services, standards and trust abroad. Bosnia and Herzegovina is ready to work with China to advance practical cooperation and help Chinese brands earn broader recognition in Europe.