Cultural understanding drives investment in Africa

Huang Zequan, vice-chairman of the Chinese-African People's Friendship Association, chairs the opening ceremony of the seminar.

An important part of the "Year of Africa" activities was the Seminar on China-Africa Cultural Exchanges and Business Investments, held Thursday at the Prime Hotel, Beijing.

The seminar, which attracted nearly 300 Chinese officials, experts and entrepreneurs, was aimed at discussing the role of cultural exchanges in successful business investments and helping Chinese enterprises understand African customs, laws, religions and societies.

Huang Zequan, Vice-Chairman of the Chinese-African People's Friendship Association, began his address by citing a metaphor given by late Premier Zhou Enlai: diplomacy, economics, trade and culture are just like a plane; diplomacy is the body and the other two are wings. He said China and Africa enjoy close political ties and a deep traditional friendship, but for one reason or another, there is still a lack of a wide social network between them. Many Chinese enterprises, in particular, have a very limited understanding of African culture, which will inevitably hurt their chances of successful investment in the continent.

"You might be successful in your career, perhaps be even a "prince" of business. But I'm sure you will be a loser if you simply apply the way you think and do things to Africa, because there exists a huge cultural gap between China and African countries," Huang said.

Huang, a long-term worker in African affairs and now a senior journalist for People's Daily, gave a simple example: "You might lose your investment opportunity even before you know it by doing something like offering to shake hands with an African lady on a business occasion, as that is not the African way."

Experts in African studies from the Ministry of Culture, the Ministry of Foreign Affairs, the Ministry of Commerce and the Chinese Research Society of African Affairs also shared their views and experiences on such subjects as "how to find an African business partner", "how to work well with an African business partner" and "how to establish a brand culture in Africa."

The seminar is considered particularly important as it was held on the eve of the Beijing Summit of the Forum on China-Africa Cooperation (FOCAC) and the 3rd Ministerial Conference, which is scheduled for early November and will be attended by leaders of more than 40 African nations.

By People's Daily Online