Interview with Ms. Katalin Bihari, CEO at HEPA (Hungarian Export Promotion Agency)

16 Jan Interview with Ms. Katalin Bihari, CEO at HEPA (Hungarian Export Promotion Agency)

HEPA stands at the forefront of helping Hungarian businesses unlock new global opportunities, offering services to over six thousand companies and supporting dozens of projects abroad. Could you share HEPA’s core mission and explain which recent milestones best reflect the agency’s contribution to strengthening Hungary’s export performance?

Hungary has always been a nation that looked outward for new opportunities through generations of Hungarian inventors and entrepreneurs who shaped global science and industry. We carry a cultural instinct to stand on our own feet and at the same time to engage the world with confidence. When Hungarian companies enter global markets, they bring not only products, they carry the spirit of a country that believes talent and perseverance can overcome size and geography.

HEPA’s main mission is to help Hungarian companies enter and strengthen their presence in global markets. We currently support over 6,000 Hungarian businesses from SMEs to large enterprises across a wide range of industries. A key strength of our work is our close cooperation with Hungary’s 140 foreign trade attachés worldwide, whose mission is to support the international endeavours of Hungarian companies. Export is a vital driver of Hungary’s economy. Despite being a landlocked country, Hungary ranks 37th globally in exports, while our population ranks only 96th. Moreover, over 85% of our GDP comes from exports—clear evidence of how crucial this sector is to our economic success.

Hungary continues to rank among Central Europe’s most attractive destinations for trade and investment, benefiting from EU membership and access to a wide network of trade agreements. How would you describe the country’s current trade and export environment and what makes Hungary a particularly appealing partner for international markets?

For a thousand years, Hungary has been both a crossroads and a bridge between North and South, East and West, tradition and innovation. History taught us that strength lies not in isolation, but in building alliances, earning trust and holding our principles while adapting to a changing world. We have learned to balance openness with sovereignty and cooperation with strategic purpose, a mindset that continues to shape our role in European economic life.

Hungary’s central location in Europe and its EU membership make it a natural gateway for partners from third countries seeking access to the European market. As a strong advocate of free trade, Hungary has consistently supported expanding the EU’s network of trade agreements. During our presidency of the Council of the EU last year, we actively promoted these goals to strengthen the EU’s competitiveness and ensure long-term sustainability. Hungary offers several advantages to trade and investment partners: a strong industrial base, highly skilled workforce and extensive international experience across key sectors. Our strengths include the water industry, automotive manufacturing—which drives much of our exports—machinery, pharmaceuticals, medical devices and the food industry.

Hungary’s exports are led by machinery, chemicals and consumer goods, while diversification remains a clear strength. Which sectors do you see as the most promising for future export growth?

Hungary has several strong traditional industries, the most significant being the automotive sector. The three major German car manufacturers—BMW, Audi and Mercedes—each operate production facilities here, alongside China’s BYD. Their presence has fostered a strong ecosystem of Hungarian suppliers, making automotive the backbone of our industry. The pharmaceutical sector is another source of national pride, with Hungarian companies exporting to nearly every continent. Beyond these traditional strengths, Hungary is also home to many innovative firms in MedTech, health services, agriculture and food industry and even sports event management—showcasing the diversity and creativity of our economy.

The European Commission has recently approved HEPA’s project to reinforce SME competitiveness and promote a green transition in export activities. How is this initiative expected to reshape the way Hungarian SMEs compete internationally and what tools is HEPA introducing to ensure that sustainability becomes an export advantage for local businesses?

We are very proud of this achievement, which helps Hungarian SMEs prepare for ESG standards and grow in a smart, competitive and sustainable way. This year, the European Commission selected HEPA’s initiative from 135 European projects to support SMEs in becoming greener and more globally competitive. It is a significant recognition, and we remain committed to assisting our partners with practical guidance and hands-on support.

HEPA actively supports the international presence of Hungarian products through trade fairs and promotional events. What key strategies are you prioritizing to strengthen Hungary’s brand abroad and ensure its companies gain greater recognition in international markets in 2025 and beyond?

Our export strategy focuses on strengthening the international presence of Hungarian companies through trade and export promotion. A key goal is diversification – both by industry and geography. Currently, nine of Hungary’s ten main export partners are European, with the U.S. being the only non-European one. While our ties with Europe remain strong, we aim to expand globally to reduce dependence on a few sectors and regions. We are therefore building partnerships and organizing business networking events across North America, Central Asia, South-East Asia and beyond—creating opportunities even for smaller Hungarian companies to find new markets.

Another long-term goal is to make Hungarian brands more recognizable internationally, building on our strong reputation in several industries. When a country of our size succeeds abroad, it is never by accident, it is through preparation, courage and knowledge. Every new market a Hungarian business enters expands not only their future, but our nation’s. The Hungarian mindset combines strategic patience with decisive action, “lassan járj, tovább érsz,” (“Slow and steady wins the race.”) yet when the moment is right, we move boldly. Diversification is not only a strategy, it is a continuation of a long tradition of seeking opportunity beyond our borders.

With relations with the U.S. currently strengthening, opportunities for cooperation are broader than ever. How is HEPA preparing to deepen its engagement with the US market and what future role do you see U.S.-Hungarian business ties playing in advancing Hungary’s global export ambitions?

Hungary and the United States enjoy excellent political relations that are stronger than ever. It is important for us to maintain this momentum and expand our cooperation. At HEPA, we focus on helping Hungarian companies explore business opportunities in the U.S. We organize networking events and market briefings, supported by our foreign trade attachés. This year, we also showcased Hungarian innovations at major U.S. trade fairs, including Consumer Electronics Show in Los Angeles and the Space Symposium in Colorado Springs. While several Hungarian companies are already active in the U.S., our priority is to help more SMEs and startups enter the market with innovative solutions.

How do you envision Hungary enhancing its role and competitiveness in global trade?

Since 2010, Hungary’s exports have more than tripled, a clear sign that we are on the right path. Despite global challenges such as the war in Ukraine and rising energy prices, our export performance remains strong. We are also pleased to see progress in our diversification efforts, with a growing share of trade now coming from our eastern partners – an important step toward a more balanced and resilient export structure.

What is your final message to readers of Newsweek?

Hungary is more than a bridge between East and West, it is a place where collaboration, ingenuity and vision meet to shape the future. We do not merely connect regions; we cultivate understanding, foster partnerships and demonstrate that nations of modest size can exert outsized influence through determination, talent, and strategic thinking. Our message is: Hungary is a land of opportunity, a source of ideas and a partner for those ready to build a shared, sustainable, and innovative future. HEPA doesn’t just support its partners, we deliver results. Do business with Hungary, and success is the only outcome you can expect.