Europe-Asia Center: 50 Years of EU-China Relations – Global Leaders Gather in Brussels to Forge a Sustainable Future

Jonathan Schwestka
Jul 16
5 min read

Updated: Jul 25

Brussels, 16 July 2025

To mark the 50th anniversary of EU-China diplomatic relations, leaders from government, business, and civil society convened in Brussels on July 15, 2025 for the high-level forum: “50 Years of EU-China Relations: Building a Sustainable Future Together.”

The event was co-organized by the Nanping Municipal People’s Government, the Shaowu Municipal People’s Government, the Europe-Asia Center, and the Fujian Shaowu Bamboo Cube Operation Company.

A Milestone in the EU-China Partnership

The ceremony commenced with the opening of a bamboo exhibition, inspired by renowned Belgian flower artist Daniel Ost, which symbolized the harmony of art, culture, and nature. Following this, H.E. Ambassador Piet Steel, Honorary President of the Europe-Asia Center, delivered the opening remarks:

“The EU and China have built a riche multifaceted relationship, founded on mutual respect, pragmatic cooperation, and a joint commitment to global peace, prosperity, and sustainable development.”

He also shared impressions from his recent visit to Fujian’s Shaowu region, praising:

“the beauty of the Wuyi Mountains and rivers, the excellence of world-renowned Wuyi tea, and the remarkable achievements of the bamboo industry.”

H.E. Zhu Jing, Minister at the People’s Republic of China to the European Union, underscored the forum’s purpose:

“To not only appreciate the unique charm of bamboo culture and the innovation of the bamboo industry, but to build pragmatic bridges of cooperation, deepen the China-EU strategic partnership in green development, and explore new opportunities for mutual benefit and win-win outcomes.”

He highlighted bamboo as:

“a pillar industry supporting local development, and a vivid example of China’s practice of ecological civilization and pursuit of high-quality development.”

Mr. He Mingxing, Vice Mayor of Nanping, highlighted the ‘Replacing Plastic with Bamboo’ initiative as a nature-based solution addressing global challenges such as climate change, plastic pollution, poverty, and green development. He invited European partners to:

“come to Nanping to taste bamboo delicacies, admire bamboo landscapes, stay in bamboo homestays, walk bamboo trails, and experience the beauty and virtue of bamboo in all its forms.”

Ms. Guo Feihong, Mayor of Shaowu, presented the Wuyi Bamboo Cube, reminding participants of the ancient saying: “Better to eat without meat than to live without bamboo.” She highlighted how bamboo shapes daily life in Shaowu — from clothing and food to housing and transportation — and expressed Shaowu’s openness to collaboration:

“We look forward to working with European friends and sharing the green dividends of the bamboo industry.”

Keynote Addresses: Bridging Policy, Culture, and Innovation

The keynote session brought together renowned voices:

Mr. Ondrej Dostál, Member of the European Parliament, emphasized the crucial role of China and Europe in addressing common challenges, cautioning against a geopolitically isolated Europe.

Ambassador Leo Faber, former EU Ambassador and Advisory Board Member of the Europe-Asia Center, emphasized the value of dialogue:

"As we mark 50 years of EU–China relations, let us remember that dialogue is not simply the exchange of positions. It is an invitation to understanding, cooperation, and mutual growth. (…) Europe and China do not need to mirror one another; our strength lies not in sameness, but in our ability to engage openly, humbly, and purposefully — respecting differences while working toward common goals.”

H.E. Irina Bokova, former Director-General of UNESCO and Senior Advisor to the Europe-Asia Center, reflected on the symbolism of bamboo:

"Bamboo grows in clusters—never alone. It teaches us the value of community and solidarity, just as cultural exchange teaches us the power of understanding and cooperation. Culture and nature are not separate—they are intertwined. Both must be cherished if we are to build a better world.”

East-West Dialogue: Exchanging Ideas for a Better World

Another highlight of the forum was the Roundtable Discussion moderated by Ms. Yan Rui, Secretary-General of the Europe-Asia Center, which featured a diverse range of distinguished speakers, including Baroness Diane Hennebert, Managing Director of China House and the Silk Road Countries; Ms. Estelle Yanfeng Li, Director of Revelations China; Ms. Nicolas Godelet, renowned Architect; and Ms. Chen Liling, Chairwoman of Bamboo Egret (Nanping) Technology Co., Ltd.

Discussions centered on cross-cultural cooperation, sustainability innovation, and deeper engagement between Europe and China, with a deep appreciation for the Wuyi Bamboo Cube.

"Wuyi Bamboo Cube" Regional Public Brand: From Industry Benchmark to International Name Card

At the core of the event, the innovative model and value of "Wuyi Bamboo Cube", China’s first regional public bamboo brand, were highlighted as a key example of Shaowu’s commitment to green development. The brand has established a “full industry chain empowerment + global layout” model.

Industrial Foundation

Relying on 44,870 hectares (448.7 sq km) of bamboo forests, 135 million bamboo plants, and 292 enterprises (including 2 national key forestry leaders and 5 high-tech enterprises), Shaowu built a 6,300 sqm Eco Innovation Center. Housing over 300 companies and 10,000+ SKUs, it is China's largest and most comprehensive bamboo industry hub. Since opening in April 2023, it has hosted over 20,000 visitors and more than 10 major events, becoming a key platform for industry innovation.

Brand Strength

In 2024, the brand’s value reached approximately 2.63 billion euros, rising to 2.90 billion euros in 2025. It has won international awards such as the French Design Gold Award and the MUSE Silver Award, and was featured on the cover of Sustainable Structures. Media coverage includes People’s Daily and Xinhua.

Economic Impact

In 2024, Shaowu’s bamboo sector reached approximately 1.12 billion euros, up 16.4%, creating 12,000 jobs and increasing farmer income by about 39 million euros. From April 2023 to June 2024, it secured 1,906 orders worth approximately 39 million euros. In 2022, Shaowu was named “China’s Bamboo Home Capital”, closely linked to this brand’s success.

Standard & Global Reach

In February 2024, it co-issued China’s first “All-Bamboo Tea Space” standard, advancing international standard recognition with Europe. Internationally, it follows a “buy global, sell global” strategy, participating in 20+ exhibitions and entering 12 European markets.

Strengthening Partnerships

In Brussels, the Fujian Shaowu ZhuliFang Brand Operation Co., Ltd., represented by its Director Mr. Ge, and the Europe-Asia Center, represented by its Secretary-General Yan Rui, signed an MoU to further deepen and strengthen their partnership and together promote sustainability in the two regions, marking a new phase of China-EU cooperation via the “Wuyi Bamboo Cube.”

The signing ceremony was witnessed by, among others, H.E. Ambassador Piet Steel, H.E. Zhu Jing, H.E. Irina Bokova, renowned actress Song Jia, and Mayor Guo and Vice-Mayor He.

Looking Ahead: The Next 50 Years

The event concluded with receptions, offering participants opportunities to connect, exchange ideas, and envision future collaborations. Closing on an optimistic note, it reaffirmed a shared commitment to peace, sustainability, and prosperity.

Yan Rui, Secretary-General of the Europe-Asia Center, concluded:

“Our shared journey over the past fifty is a testament to the power of dialogue, resilience, and mutual respect. Let us now set our sights on the coming decades - with sustainability and innovation at the heart of our partnership.”