Lujiazui Photo:VCG

"Seeing China's planning in emerging fields such as energy, artificial intelligence (AI), microchips and robotics, I cannot help but feel both excited and full of expectations. These are not only China's future, but also new opportunities for global businesses," said Danish entrepreneur Simon Lichtenberg in an interview with the Global Times during this year's two sessions. Lichtenberg is also All China Founding Chairman of the Danish Chamber of Commerce in China. 

Having lived in Shanghai for more than 30 years, he pays close attention to China's development direction, particularly emerging industries that could bring new opportunities for businesses.

In a phone interview with the Global Times, Lichtenberg said he was preparing to fly to Los Angeles for a business trip, maintaining a packed schedule. Behind this busy business routine lies his strong confidence in China's development. With a deep understanding of the opportunities China offers, he recalled the moment in May last year when he received a reply letter from Chinese President Xi Jinping.

As 2025 marks the 75th anniversary of diplomatic relations between Denmark and China, Lichtenberg wrote two letters to President Xi in April -one on behalf of the chamber and another for himself, according to the Xinhua News Agency.

President Xi has replied to a letter to him as the founder of the Danish Chamber of Commerce in China, encouraging the chamber and its member enterprises to make new contributions to enhancing China-Denmark and China-Europe friendship and deepening mutually beneficial cooperation, Xinhua reported.

Recalling that special moment when he received the letter, he still could not hide his excitement. "It was a moment of immense joy and emotion," he said. "The letter was not only a major affirmation and encouragement for Danish businesses, but also recognition for all foreign-invested enterprises in China, for every one of us."

This recognition, he added, made him even more aware of the responsibility he carries — to continue serving as a bridge that promotes exchanges and cooperation between Denmark and China, and between Europe and China.

Looking back on more than three decades of experience in China, he links this sense of responsibility closely to his earliest memories of arriving in the country.  In 1987, after graduating from high school, Lichtenberg set out from Copenhagen, Denmark, transferred in Hong Kong, and traveled by train to Shanghai, becoming one of the first groups of foreign students admitted to Fudan University on a large scale. 

What was originally meant to be a study abroad experience eventually tied the course of his life closely to China. In the long years that followed, Lichtenberg studied, built a family, and established his career in Shanghai. He and his Chinese wife have three children. Among friends, he is often seen as a "localized Chinese son-in-law."

For him, Shanghai is not only where his family belongs, but also the starting point of his business career. In 1995, he founded the Trayton Group in Shanghai. The company initially produced goods for other international brands, and later gradually developed its own brands.

Simon Lichtenberg, founder of Trayton Group in Shanghai and All China Founding Chairman of the Danish Chamber of Commerce in China Photo: Courtesy of Simon Lichtenberg

After more than 30 years of development, the company's annual sales have exceeded 1 billion yuan, growing into one of the world's largest manufacturers and retailers of upholstered leather furniture, with products sold around the world.

Having been deeply rooted in China's manufacturing sector for many years, he has developed a firsthand understanding of the country's policy environment and economic development. During this year's two sessions, the draft outline of the 15th Five Year Plan (2026-30) laid out strategic arrangements to accelerate high-level scientific and technological self-reliance and strength, and to lead the development of new quality productive forces.

Lichtenberg said, "At first glance, you might think that since I am not in robotics or AI, it has little to do with my business... But in fact, many manufacturing and related industries can benefit from these technologies by improving efficiency and innovation."

In his company, Chinese-made robots are already used in production, while AI tools are also applied in research and development as well as marketing, scaling up and also helping control costs.

Beyond opportunities, the Chinese market is also very competitive. Lichtenberg notes that Chinese companies learn quickly and constantly improve.

"You need to enter the Chinese market, learn from it, and cooperate with local peers," he said. "Understand both your industry and related sectors, use Chinese technologies to improve your business. Failing to gain an edge in China might eventually hurt your competitiveness elsewhere."

At the same time, he has noticed that some Western countries often rely on trade barriers to protect their markets, which he sees as "short-sighted" because Chinese companies will eventually produce elsewhere. He emphasizes that a more sustainable approach is cooperation and mutual learning, achieving win-win outcomes through exchange and shared experience.

Lichtenberg embodies this approach in practice. Beyond his role as an entrepreneur, he has long worked to promote economic and trade exchanges between China and Denmark, and even between China and Europe. As the head of the Danish Chamber of Commerce in China, he conveys the needs of Danish businesses in China to the Chinese government, while also helping attract more Danish investment to China. Since 2023, he has submitted recommendations to various levels of government for improving the business environment for four consecutive years. "Each time we receive timely feedback, and many suggestions are adopted," he said.

Having lived in Shanghai for more than three decades, Lichtenberg has become an "integral part of the city." He was among the first foreigners to receive China's Five-Star Card - Foreign Permanent Resident ID Card. Over the years, for his contributions to Shanghai's development and international exchanges, he was recognized with the Shanghai Magnolia Silver Award in 2006 and the Magnolia Gold Award in 2019. In 2025, he was awarded the title of Honorary Citizen of Shanghai in recognition of his 33 years of unwavering commitment to fostering business collaboration and cultural exchanges between China and Europe.

Looking back on these years of living and working in China, the Danish business representative has always believed that China is not only an important market for business development but also a key platform connecting the world.

In today's uncertain geopolitical environment, China's resilience can turn external pressures into opportunities and bring stability to the global economy, he said.

"As the world's second-largest economy, China's strong domestic demand can expand markets and fuel innovation, benefiting partners like Denmark and the EU..." Lichtenberg said. "I encourage more international friends to engage in this vibrant journey, as I have."