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Neil Payne, the managing director of UK-based intercultural communication company Kwintessential, knows how important it is for businesses today to develop a solid understanding of foreign cultures and markets in order to boost their competitiveness on the global stage. What kinds of challenges should European companies heading to China be on the lookout for?

Kwintessenial was set up in 2003 to answer to a growing need for language services and cultural awareness training of European businesses keen to tap foreign markets. The company provides a wide range of cultural awareness training as well as translation, interpreting, website design and publishing services in all major languages.

In recent years, China in particular has attracted a constant flow of foreign companies on its soil, which in turn has also highlighted the need for Chinese language services and cultural awareness training in Europe. Is demand for Chinese language still growing?

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