Fast pace towards the Far East

in Economy & Innovation

Israel is heading eastwards, at least when it comes to economic ties. Chocolate giant Max Brenner (Strauss Group) launched their first shop in China this week. The new store in Beijing is the group’s latest move to gain foothold in foreign markets besides Europe while offering products from the company’s main production site in Bet Shemesh.

The Israeli Chinese Max Brenner is located in one of Beijing’s biggest shopping malls, ‘The Place’ in the financial district and operated by the Chinese franchise Maan Coffee. Rumour has it that Maan is going to launch additional Max Brenner shops later this year.

Mike Avner, Max Brenner’s chairman and member of the Strauss Group management, said: “Max Brenner’s entry into China, parallel to its concurrent success in Japan, Korea and Australia, has made East Asia and Australia Max Brenner’s key growth driver.”

Max Brenner store in Beijing (Credit: Max Brenner)
Max Brenner store in Beijing (Credit: Max Brenner)

Another step towards the Far East was made this week with China’s Hainan Airline’s direct route from Beijing to Tel Aviv. Hainan is currently the only airline besides El Al operating the direct connection.

At the inauguration ceremony Israeli Tourism Minister Yariv Levin commented that his office is about to increase the annual marketing budget for China from 1 million to 15 million shekels, while Transportation Minister Yisrael Katz pointed out that new flight routes will strengthen the ties between the countries and reduce the costs of flights. This should be perceived as good news for the many Chinese companies currently investing in Israel.

More info at Globes and JNS



Middle East correspondent who is passionate about writing human interest stories. Published with: Spiegel Online, Bento, Welt, Welt am Sonntag, Zeit Online, Focus Online, Berliner Zeitung, dpa and others

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