Webinar in Spanish on Intercultural Communication | COMUNICACIÓN INTERCULTURAL CHINA – ESPAÑA

  • Date
    26 November 2020 - 26 November 2020
  • Beijing Time
    12:00 PM - 1:15 PM
  • Venue
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Trade relations between China and Spain have progressively intensified in recent years. Even though China is one of the most promising markets in the world, the vast difference in the Chinese culture and business practices creates a great challenge for Western companies when establishing, developing, and maintaining economic relations with China.

The EU SME Centre is therefore excited to announce that a new training workshop on intercultural communication with take place online on 26 November 2020 at 12:00 noon (GMT+1 (Spanish time))– free of charge. The online training workshop is organised in collaboration with the international department of Cámara de Valencia.

The training workshop will be held in Spanish, to facilitate a more direct understanding and interaction of Spanish SMEs operating in/doing business with China, but the workshop will be open to all interested SMEs.

“What will I learn from this training workshop?” It will provide you with practical tools and skills to overcome the cultural barrier between East and West and minimize potential misunderstandings in the communication with business partners. You will see real examples to understand the “What”, you will learn the “How” to proceed in such cases, understanding the “Why” of the Chinese mentality in the professional environment. The workshop will help you to:

  • Know the current trends of China post Covid-19
  • Understand how Chinese people work from the point of view of work values
  • Understand China from an intercultural point of view


12:00 – 12:05 Presentation of the EU SME Centre and the speaker

12:05 – 12:20 Introduction to Chinese Business Culture – Evolution of China in recent decades – Digital China; From the world’s factory to the Chinicon Valley – China post COVID-19

12:20 – 12:35 Module 1: China and Spain – Sino-Spanish cultural dimensions – Spain and China: What do we have in common?

12:35 – 12:55 Module II: Millennial values in today’s society – Communication with China: beyond language – Modern Confucianism – Millennial value applied to the professional world

12:55 – 13:15 Module III: Closure – Bibliographic recommendations – Q&A session

Speaker Profile

Name: Antonio Liu Yang

Position: Secretario ejecutivo at Asociación 4C and Founder of the Academy for Diversity and Innovation


Interested participants should RSVP by Monday 23 November 2020 by sending an email to: amy.li@eusmecentre.org.cn. The link to join the meeting will then be sent seperately by email to registered participants.

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