How a Cypriot helps to foster business ties with China

The Cyprus Mail speaks with Paschalis Nicolaou, a multilingual specialist in international business with extensive experience as a China market consultant.

With fluency in Mandarin and a strong foundation in both Cypriot and Chinese business practices, Nicolaou has developed a niche for bridging cultural and commercial divides between Cyprus and China.

His journey began with a personal visit to China in 2015, which inspired a deep connection with the country’s culture and eventually led him to complete his studies at two prestigious Chinese universities.

Nicholaou’s career reflects a commitment to facilitating successful cross-border ventures, guiding Cypriot companies through the complex Chinese market and assisting Chinese firms seeking to establish a presence in Cyprus.

His current work encompasses everything from product sourcing to navigating regulatory landscapes, offering invaluable insights into both markets.

With his unique perspective and wealth of experience, Nicolaou shares with the Cyprus Mail how he helps Cypriot businesses avoid common pitfalls in China and highlights the sectors ripe for collaboration between the two countries.

This interview provides a closer look at his strategies for fostering sustainable, long-term partnerships in today’s competitive global marketplace.

CM: Could you tell me about your educational background and what initially sparked your interest in China?

PN: My interest in China began in 2015 when I visited the country for the first time to see my brother, who had earned a scholarship to study in Beijing. During that trip, I travelled to various cities, and I was captivated by China’s unique culture, diverse cuisine, and the warmth of its people. The experience left a deep impression on me, and I knew I wanted to return and study there. In 2016, I was accepted into Fudan University, one of the top institutions in China.

However, before starting my bachelor’s degree in Business and International Trade, I spent a year in Nanjing, where I completed an intensive Chinese language course at Nanjing Normal University to prepare for studying in Chinese. After four enriching years in China, the COVID-19 pandemic brought me back to Cyprus. Despite the disruption, my passion for China and my academic journey never faded. In 2023, I returned to pursue my master’s degree in International Business and Economics, continuing my connection with this fascinating country.

CM: What inspired you to move to China for work, and how did you find the transition from Cyprus to China in terms of culture and business environment?  

PN: When I first moved to China in 2016, I began working almost immediately. At that time, China wasn’t as internationally recognized as it is today, and there were fewer foreigners, particularly in cities like Nanjing. This created numerous opportunities for part-time work, especially in teaching English to Chinese children and assisting with various events.  By 2017, as my Chinese language skills improved, I started working as a translator.

This role opened up a wide range of professional opportunities for me. I assisted many European businesses entering the Chinese market by helping them navigate language barriers, find manufacturers, and source products. Over the next few years, I gained invaluable experience across different industries. I worked on high-profile projects such as translating for Huawei’s smartphone division, assisting with the Formula 1 event in Shanghai, and even translating for Cypriot government officials during their meetings with Chinese counterparts. In addition to translation, I began hosting several large-scale events aimed at fostering business relations between Cyprus and China.

Through these experiences, I built strong connections with Chinese companies and gained a deeper understanding of the local business environment. This inspired me to start offering more comprehensive services to Cypriot companies. I began helping them source products, coordinate logistics, and ensure quality before shipment—bridging the cultural and language gap that many foreign businesses struggle with when operating in China.

Today, I continue to provide these services, acting as a trusted intermediary for Cypriot companies looking to do business in China. My experience living and working in China allows me to offer on-the-ground support, helping businesses avoid costly mistakes and ensuring their transactions run smoothly.

CM: What is your current role in China, and how does it connect with your professional experience in Cyprus, if at all?

PN: My current role in China revolves around facilitating business connections between Cypriot and Chinese markets. I act as a bridge for Cypriot companies seeking to enter the Chinese market or engage in trade, and similarly, I assist Chinese companies looking to expand into Cyprus. I provide end-to-end support, from sourcing products and identifying business opportunities to offering cultural and market insights that help ensure successful partnerships.

Additionally, I work as a freelance consultant for Temu, with a specific focus on the Cyprus market. In this role, I assist with localisation and translation efforts, helping the company better understand Cypriot consumer behaviour and ensuring that their products are well-suited to the local market. My work involves consulting on market trends, adapting marketing strategies, and offering insights into what resonates with Cypriot buyers.

Overall, my experience in both markets allows me to offer tailored advice and solutions. Whether it’s a Cypriot company looking to navigate the complexities of doing business in China or a Chinese company aiming to enter Cyprus, I provide the necessary support to help them succeed. This role not only leverages my linguistic and cultural expertise but also draws heavily on the business connections and industry knowledge I’ve developed throughout my career.

CM: Can you describe how your work in China might serve as a bridge between Cypriot and Chinese business interests?

PN: My work in China serves as a vital bridge between Cypriot and Chinese business interests by addressing the significant differences in culture, language, and business practices between the two countries. The Chinese market operates in a way that is often unfamiliar to Cypriot companies. Everything from the way business negotiations are conducted to the nuances of communication can present challenges for those unfamiliar with the local culture.

For a Cypriot company trying to navigate these complexities on their own, the obstacles can be numerous, ranging from language barriers to costly misunderstandings. This is where I come in. By providing consultation and acting as an intermediary, I help Cypriot businesses understand not only the language but also the cultural context behind how Chinese businesses operate. My role goes beyond translation—I help Cypriot companies adapt to Chinese business practices, ensuring they avoid missteps and maximise efficiency.

For example, I assist with everything from sourcing products to facilitating partnerships, providing on-the-ground support that helps businesses avoid unnecessary costs and challenges. Conversely, for Chinese companies interested in entering the Cypriot market, I offer insights into Cypriot consumer behaviour, helping them adapt their approach to suit local preferences and ensure a successful market entry. At the moment I live in China with my girlfriend Rafaela, she is also Cypriot and she came to China one year after I arrived, we do manage the business together and we have many Chinese associates that help us manage everything here. 

By bridging the gap between these two very different business cultures, I help businesses on both sides avoid costly mistakes, save time, and build successful, long-term partnerships.

CM: What were the key challenges you faced when starting your career in China, and how did you overcome them?

PN: When I first arrived in China, I encountered numerous challenges, the most immediate being the language barrier. In 2016, when I settled in Nanjing, very few people spoke English, which made even basic tasks like ordering food or asking for directions incredibly difficult. I came to China without knowing a single word of Chinese, so adapting to daily life was initially overwhelming.

On top of that, I faced a significant academic challenge. I had been accepted to Fudan University, one of the top five universities in China and ranked among the top 50 globally. However, in order to retain my scholarship and begin my bachelor’s degree, I needed to pass the HSK 6 exam—the highest level of Chinese proficiency—within a year and a half of intensive language study. The thought of achieving such a difficult goal was daunting, especially since HSK 6 requires fluency not only in conversation but also in reading and writing at an academic level.

At first, the idea seemed almost impossible. But my love for China and the desire to stay pushed me to study intensively, often for long hours each day. It was the hardest challenge I had ever faced, but it also became my greatest motivation. Eventually, after much effort, I passed the HSK 6 exam, which allowed me to continue my studies at Fudan University. Even then, the challenge wasn’t over. I had to compete academically with native Chinese students in their own language, which was incredibly difficult, but I persevered and completed my degree with strong results.

Another key challenge was adapting to the cultural differences. The way people in China approach life, business, and communication is vastly different from European norms, especially those in Cyprus. I had to learn that humour, for example, doesn’t always translate—Chinese jokes are often based on cultural references and linguistic nuances, which took time to understand, just as my jokes often didn’t resonate with them. However, this cultural learning process was ultimately enriching. Over time, I came to appreciate many aspects of Chinese culture, such as their relentless work ethic and determination. Chinese people have an admirable “never give up” attitude, which is evident in everything from daily work to long-term goals. It’s a mindset I deeply respect and have tried to adopt in my own life.

Finally, the fast pace of life in China presented a significant adjustment. In Cyprus, the lifestyle is more relaxed—we value our breaks and take time for a coffee. In contrast, life in China feels like it’s constantly in motion. There is a sense of urgency in everything people do, and it can feel as though you’re always running to keep up. This fast-paced environment took some getting used to, but it also taught me to adapt and manage my time more efficiently.

Through persistence, adaptability, and a deepening understanding of both the language and culture, I overcame these challenges. Today, I’m grateful for the lessons I’ve learned and the growth these experiences have brought me.

CM: How does the business culture in China differ from that in Cyprus, and what have you learned from working in such an environment?

PN: The business culture in China is deeply rooted in personal relationships, which are often considered more important than immediate financial gain. In China, building trust is essential before any business can truly begin, and this often involves socialising outside of formal meetings. It’s not uncommon for business discussions to take place over elaborate dinners, where sharing drinks is seen as a way to strengthen bonds. In fact, it’s customary for people to drink together until everyone at the table is completely drunk, which can be a cultural shock for those unfamiliar with this tradition. While it may not be the healthiest aspect of business culture, it’s often unavoidable and serves to bring people closer on a personal level, fostering long-term trust and cooperation.

In contrast, while personal relationships do play a role in Cypriot business culture, they are generally not as central as they are in China. In Cyprus, the focus tends to be more on the bottom line, and while relationships are important, the financial aspects—such as comparing profits—often come first. In China, the emphasis is on loyalty and long-term partnerships, sometimes even at the expense of short-term profit. This relational aspect has taught me the value of cultivating deep, personal connections in business—a strategy that can lead to more meaningful and enduring partnerships.

Another significant difference between the two cultures is the pace of business. In China, there is a strong “move fast and adapt” mentality. When entering a new industry or launching a new product, Chinese companies often take an agile approach, jumping in quickly and figuring things out as they go. They don’t spend excessive time on pre-planning or perfecting every detail before starting; instead, they prioritise speed and adaptability. This can be both an advantage and a challenge. On one hand, it allows them to innovate and bring products to market quickly. On the other hand, it can result in quality issues or misalignment with customer expectations if not managed carefully.

In Europe, and particularly in Cyprus, the approach tends to be more cautious. We prioritise thorough planning, compliance, and safety checks before moving forward, which often slows down the process but ensures a more polished and reliable outcome. Both systems have their pros and cons. The Chinese method allows for rapid iteration and quick market entry, but sometimes lacks the precision or long-term stability that comes from thorough preparation. Meanwhile, the European approach ensures quality but can be less flexible and slower to adapt to market changes.

I’ve also learned that Chinese people are exceptionally hardworking, often working long hours with an unwavering commitment to achieving their goals. In Cyprus, while people work hard, the pace of life is generally more relaxed, with an emphasis on balance and personal time. The “996” work culture in China—working from 9 AM to 9 PM, six days a week—illustrates just how different the two environments are. This intensity has been an eye-opener for me, and it’s something I’ve learned to respect and adapt to in my own way.

Overall, my experience in China has taught me the importance of adaptability. Whether it’s understanding the significance of personal relationships in business, learning to operate at a faster pace, or striking a balance between quick execution and quality control, I’ve come to appreciate the unique strengths of both cultures. Combining the relational depth of Chinese business culture with the cautious, quality-driven approach of Cyprus has given me a well-rounded perspective that I can apply to cross-cultural business ventures.

CM: In your opinion, what sectors hold the most potential for collaboration between Cyprus and China?

PN: In my opinion, the trade sector holds the greatest potential for collaboration between Cyprus and China, benefiting both sides. China, often referred to as the “manufacturer of the world,” offers products that are significantly cheaper than those imported from Europe. Even though wages in China have risen over the years, it remains a global leader in manufacturing, with many factories now fully automated, reducing the need for large workforces. While China was once known for producing lower-quality, inexpensive goods, it has evolved into a powerhouse capable of producing high-quality products across a wide range of industries. From everyday items to advanced technological products such as electric vehicles and smartphones, China is now a major player in global innovation.

One of the most promising sectors for collaboration is renewable energy. China is a world leader in new energy technologies, offering top-quality solar panels, energy storage solutions, and other renewable energy equipment at competitive prices. The electric vehicle (EV) market is also booming in China. In cities like Shanghai, 70% of the cars on the road are already electric, and public transportation—buses, taxis, and trains—has largely shifted to electric as well. Chinese companies are producing electric vehicles that offer up to 1000 km of range at very affordable prices, In China you can find EV cars starting at around €15,000 or even less. This affordability and technological advancement create exciting opportunities for Cyprus to import high-quality, cost-effective products from China in both the renewable energy and automotive sectors.

On the other hand, Cypriot companies have strong opportunities to introduce their own products into the vast Chinese market. Chinese consumers value European goods, and there is a growing demand for Cypriot products. For example, Cypriot halloumi, juices, and wines have already found a foothold in China. Cypriot juices, in particular, are performing very well and can now be found in many supermarkets across the country.

Overall, the potential for collaboration between Cyprus and China spans numerous sectors. China’s enormous market and advanced manufacturing capabilities, combined with Cyprus’ unique products, present significant opportunities for growth and partnership on both sides.

CM: How do you maintain your connection to Cyprus while living and working in China?

PN: Despite the restrictions on international platforms like Facebook, Instagram, and WhatsApp in China, I’ve found ways to stay connected and maintain my ties to Cyprus without any issues. I make an effort to remain active on these platforms, particularly LinkedIn, which allows me to stay in touch with my Cypriot business associates and keep up with professional developments. Maintaining these connections is crucial for both personal and business relationships.

In addition to my online presence, I make it a point to visit Cyprus at least once a year. This allows me to spend time with my family and maintain face-to-face contact with business partners, ensuring that our relationships remain strong and collaborative. By balancing regular visits and staying active online, I am able to keep my connection to Cyprus while living and working in China.

CM: Have you noticed any trends or developments in China that could be of particular interest to Cypriot businesses looking to expand into the Chinese market?

PN: Yes, I’ve noticed several trends in China that could be very interesting for Cypriot businesses looking to expand here. One of the biggest opportunities lies in the growing demand for imported goods. Chinese consumers are becoming more focused on quality and authenticity, especially when it comes to products from Europe. This is already benefiting Cypriot exports like halloumi, wines, and juices, which are seen as premium products in China. There’s definitely room for Cypriot businesses to capitalise on this perception and expand further into the Chinese market.

Another important development is the rapid rise of e-commerce. China’s online shopping scene is huge. Almost everything is bought online now, so Cypriot businesses have a great opportunity to sell directly to Chinese consumers through these platforms, even without having a physical presence in the country. Cross-border e-commerce has made it easier than ever for foreign companies to access Chinese buyers, and this could be a key way for Cypriot businesses to enter the market.

I’ve also seen a strong trend toward health and wellness products. Chinese consumers are becoming more health-conscious and are increasingly looking for organic or natural products. This could be a great fit for Cypriot companies that specialise in organic foods, natural cosmetics, or health supplements. Chinese people are willing to pay a premium for these kinds of products if they trust the brand, and European goods generally have a good reputation for quality.

Sustainability is another big area of interest. China is heavily focused on green technology and renewable energy right now, so any Cypriot businesses involved in those sectors could find a lot of opportunities here. As China moves toward cleaner energy and reducing carbon emissions, the demand for expertise and sustainable products is only going to increase, and Cypriot companies could definitely tap into that.

Lastly, tourism and hospitality could be another potential area for collaboration. As China’s outbound tourism begins to pick up again, as Chinese people usually travel between January to March, this is exactly the time that Cyprus have a gap and not so many tourists are going to Cyprus so we can cover this gap with Chinese tourists, however, to achieve that we will have to make the whole process easier for them, for example to do something with visa, something like a landing visa or even no visa restrictions and to open straight flights from China to Cyprus. Cypriot businesses could benefit from marketing Cyprus as a destination. Chinese travellers are increasingly looking for unique experiences abroad, and building relationships with Chinese travel agencies could help bring more visitors to Cyprus in the future.

In summary, I believe the demand for high-quality imported goods, the growth of e-commerce, the health and wellness sector, and the shift towards sustainability all offer great opportunities for Cypriot businesses. With the right approach, Cyprus could really benefit from the growing Chinese market.

CM: What advice would you offer to fellow Cypriots who are considering moving to China for work or business opportunities?

PN: I would definitely encourage anyone considering moving to China for work or business to give it a try. China has so much to offer, both in terms of opportunities and life experiences. Even if things don’t go exactly as planned, the amount you can learn—about business, culture, and even yourself—is invaluable. The country is constantly evolving, and there are always new things to explore and opportunities to seize.

However, it’s important to do some research and preparation before making the move. Life and business in China are very different from Cyprus, especially when it comes to culture, language, and the pace of daily life. It’s a good idea to speak with people who have already made the move, ask questions, and learn as much as you can beforehand. That way, you’ll have a better understanding of what to expect and can avoid some of the common challenges that foreigners might face here.

In short, China can be an amazing place to grow, both professionally and personally, as long as you come with an open mind and a willingness to adapt. It’s a journey worth taking.