Photo: HEPA
Mariann Őry
06/06/2025 20:50
How would you describe current business relations between Hungary and New Zealand? Are there priority sectors where cooperation is ongoing, or areas with strong potential?
We like each other and share a number of commonalities. At the same time, there is clearly untapped potential. We could be doing much more—and the reason we haven’t is actually quite simple.
New Zealand’s trade with the EU has traditionally focused on Western European economies. But there’s now a genuine opportunity to build from a low base. You asked where things stand—well, two-way trade isn’t bad, but it’s still relatively modest.
From Hungary, we’re importing high-quality industrial goods—vehicles, batteries, and similar products. I’ve even heard we get a bit of wine, which is a bit like selling ice to the Eskimos—but it’s fantastic.
From our side, the sectors are the ones we’ve traditionally been strong in: meat, horticulture, some niche manufacturing, and a bit of tourism. But there’s clearly room to grow. A key driver is the new EU–New Zealand Free Trade Agreement—a high-quality deal, which is no small achievement nowadays.
We’re also part of other partnerships, such as Horizon Europe—where New Zealand was one of the first non-EU countries to join—and broader international frameworks like NATO, where we’re not members, but do have associate partner status.
All of this, combined with shared values and interests, and the presence of Hungarian–Kiwi businesspeople here, suggests that now is a very favourable time to deepen the relationship.
What do you expect from this visit?
The strategy is simple: we have a free trade agreement, and now it’s time to act. The door has been opened—we just need to step through it.
If we can increase business and people-to-people connections, it wouldn’t be hard to significantly expand two-way trade. In the first year of the agreement, New Zealand’s exports to the EU rose by a billion dollars—from 3.8 to 4.8 billion—mainly in horticulture, meat, and manufacturing.
Even a few deals resulting from this or a future visit, even in niche areas, could easily generate another billion in trade. Hungary, for its part, is strategically well placed within the EU: it’s centrally located, has a strong industrial base, and the foundations for personal connections are already in place.
How can Hungarian companies be successful in New Zealand? What advice would you give them?
Let me start by saying how we can succeed. Our opportunities lie in specialised sectors. We’re not going to compete in large-scale manufacturing, but there are specific fields—such as agricultural technology or niche products—where we have something to offer and can collaborate.
We’re not going to lead the world in artificial intelligence within the EU, but there are areas where we truly excel. I believe the same is true for Hungary. In that regard, we’re quite similar: we’re small countries, and both committed to diversifying our trade relationships—especially in these uncertain global times.
Hungarian companies should look for niche areas where there’s demand in New Zealand. And though it may sound like a cliché, the key really is raising the level of engagement.
This visit is an important first step. Nothing like it has happened before, and we’ve managed to bring together companies from across a range of sectors. It would be great to see it followed up.
There’s an EU business summit in New Zealand this October. It would be fantastic to see Hungarian participation there—and that could encourage New Zealand companies to return the visit.
So, follow-up and niche focus—that’s what leads to success. And frankly, given the currently low trade volume, we shouldn’t overcomplicate things.
How would you describe New Zealand’s trade strategy compared to Hungary’s connectivity strategy, which aims to build pragmatic relations with all regions of the world—not just East and West?
To understand New Zealand’s approach, it helps to start with a fundamental fact: we are the most remote developed country in the world. We have a population of five million in a land area much larger than Hungary’s. The only way to sustain a modern, developed economy in that context is by being very good at trade—and we are.
We have highly skilled trade professionals, and we’re constantly seeking new opportunities. Our top trading partners are China, the United States, and Australia, followed by long-standing partners like Japan and Germany.
Looking ahead, India is very important—though it’s a challenging, diverse market and has traditionally not been a champion of free trade. ASEAN is also highly relevant—rapidly growing economies in close proximity. But the EU remains a top priority. And within the EU, what we’d call “low-hanging fruit” is clearly in Central Europe. We’ve mostly traded with Western Europe in the past, but there’s nothing stopping us from doing more here.
Without oversimplifying, I’d say that at a strategic level, there are strong similarities. Both of our countries are focused on diversifying economic and trade relationships.
New Zealand today is very much guided by the principle of not just trading with those who push for it, but by recognising the importance of a diversified and balanced trade portfolio.
How do you view the role of Hungarian government agencies such as HEPA and HIPA in fostering bilateral business ties?
My experience with HEPA and HIPA has been excellent.
We couldn’t have asked for more—and that’s not something I can say about every country we’re trying to enter.
What I’ve seen is professionalism and a clear commitment to supporting business. Our two-and-a-half-day programme was partly our own design, but these government agencies played a central role in making it happen.
That’s why I would strongly—and unapologetically—make the case for even more Hungarian trade representation in our region. You already have a presence in Sydney, which also covers New Zealand—and that’s great, they have been doing a very good job. But don’t stop there. Expanding that presence over time would be a really exciting development.