Recalling that special moment when he received the letter, he still could not hide his excitement. "It was a moment of immense joy and emotion," he said. "The letter was not only a major affirmation and encouragement for Danish businesses, but also recognition for all foreign-invested enterprises in China, for every one of us."

　　This recognition, he added, made him even more aware of the responsibility he carries — to continue serving as a bridge that promotes exchanges and cooperation between Denmark and China, and between Europe and China.

　　Looking back on more than three decades of experience in China, he links this sense of responsibility closely to his earliest memories of arriving in the country. In 1987, after graduating from high school, Lichtenberg set out from Copenhagen, Denmark, transferred in Hong Kong, and traveled by train to Shanghai, becoming one of the first groups of foreign students admitted to Fudan University on a large scale.

　　What was originally meant to be a study abroad experience eventually tied the course of his life closely to China. In the long years that followed, Lichtenberg studied, built a family, and established his career in Shanghai. He and his Chinese wife have three children. Among friends, he is often seen as a "localized Chinese son-in-law."

　　For him, Shanghai is not only where his family belongs, but also the starting point of his business career. In 1995, he founded the Trayton Group in Shanghai. The company initially produced goods for other international brands, and later gradually developed its own brands.

　　Simon Lichtenberg, founder of Trayton Group in Shanghai and All China Founding Chairman of the Danish Chamber of Commerce in China Photo: Courtesy of Simon Lichtenberg