From the success of the Hungarian Pavilion at the Osaka-Kansai Expo to the expansion of Japanese companies across regional cities, Ambassador Ono Hikariko sees Hungary strengthening its role as a reliable base for Japanese business in Europe. She shares her perspective on the country’s key strengths, emerging clusters and the importance of community-level partnerships.
Bridges: Looking back, what changed most in your vision over the past year?
Hikariko: I have been residing in this beautiful country of Hungary for more than a year and a half. The year 2025 has been extremely significant for fostering bilateral exchanges between Japan and Hungary, particularly with the successful hosting of the Osaka-Kansai Expo. Many Hungarians, including H.E. Dr. Tamás Sulyok, the president, and five cabinet ministers, visited the Expo in Osaka.
It is noteworthy that the Hungarian Pavilion made a strong impression on visitors, showcasing not only political and economic achievements but also Hungary’s rich gastronomy and vibrant culture. It was widely recognized as one of the most popular pavilions, and its adjoining Hungarian restaurant was consistently full.
While I certainly expected the Expo to enhance interest in Hungary among the Japanese public, the results have far exceeded my expectations. I sincerely hope this will encourage more Japanese people to experience the warmth and beauty of Hungary firsthand.
In your view, which one or two factors most strengthen Hungary’s business environment for Japanese companies?
Hungary offers a highly conducive environment for business development, making it particularly attractive for Japanese companies. The corporate tax rate is 9%, the lowest in the European Union, and there is strong support from government bodies such as the Ministry of Foreign Affairs and Trade and the Hungarian Investment Promotion Agency (HIPA), which assist with administrative procedures and provide investment support for companies establishing operations in Hungary.
Another key advantage is Hungary’s pool of highly educated and technically skilled professionals, which is a major asset for corporate growth.
The year 2025 has been extremely significant for fostering bilateral exchanges between Japan and Hungary, particularly with the successful hosting of the Osaka-Kansai Expo.
Ono Hikariko, Ambassador of Japan to Hungary
Approximately 180 Japanese companies currently operate in Hungary, collectively providing around 30,000 jobs. With so many Japanese firms already established, there is a wealth of accumulated business expertise, as well as Japanese companies that offer business support services. This creates an environment where new entrants can start operations with confidence.
As a full member of the European Union, Hungary also offers excellent logistical access to major Western European markets. This not only opens strong potential for expansion into the wider European market but also provides significant logistical benefits, particularly in terms of supply chain management. These combined factors form the core strengths of Hungary’s business environment.
Outside Budapest, which regions or clusters are emerging, and what advantages should Japanese companies know about?
In Hungary, thanks to the government’s proactive efforts to attract foreign investment, the automotive industry, including electric vehicles and EV battery manufacturing, has become highly concentrated. Major cities such as Kecskemét, Győr, Debrecen, Szeged and Esztergom, home to Magyar Suzuki, host key automotive OEMs. This concentration is expected to significantly increase Hungary’s automotive output in the coming years. There are also advanced test-driving and experimental research facilities near Zalaegerszeg. It is fair to say that Hungary is positioning itself as a hub for the next-generation automotive industry in Europe.
While I certainly expected the Expo to enhance interest in Hungary among the Japanese public, the results have far exceeded my expectations. I sincerely hope this will encourage more Japanese people to experience the warmth and beauty of Hungary firsthand.
Japanese companies have expanded across Hungary, including regions such as Esztergom, Salgótarján, Pécs, Szombathely and Mátészalka. All of these areas are connected to the highway network linking Budapest and major European cities, which provides a clear logistical advantage.
Hungary also has many talented professionals, making it an attractive destination for investment in research and development and in innovative startups.
Japanese companies operating in Hungary conduct business rooted in their local regions, cooperating closely with specialized and vocational high schools and universities. This collaboration has fostered strong acceptance and integration within local governments and communities. We sincerely hope that future Japanese investors in Hungary will likewise contribute meaningfully to local communities through regionally integrated business operations.
What is Hungary’s edge for Japanese investors?
I remain convinced that Hungary offers a highly business-friendly investment environment. Tax incentives and government support programs promote foreign direct investment and create conditions in which foreign enterprises can readily thrive.
Safety is another invaluable asset. Hungary provides an environment where foreign expatriates and their families can live with peace of mind. Much like in Japan, it is common to see women walking alone even late at night. Furthermore, the Hungarian people are warm and hospitable and have particularly favorable feelings toward Japan, which is deeply appreciated by the Japanese community in Hungary. This positive sentiment has been nurtured over many years by both Hungarians and Japanese.
As Ambassador of Japan to Hungary, I will continue working to further strengthen and expand the excellent relations between our two countries.
