Belgian once… Belgian everywhere
To celebrate Belgium’s National Day, we handed the microphone to five members of our international network. From Montreal to Kinshasa, via Paris, Berlin and San Francisco, our economic advisers share how Belgian companies are perceived in their respective markets and what still surprises people on both sides. Five perspectives come together to form a uniquely Belgian “exquisite corpse” — along with a few tips for exporters preparing for their next international venture.
Ambitious without the showmanship
Warm, easy-going, always ready to compromise… Belgian stereotypes are clearly still alive. In Québec, Belgians are still closely associated with being bon vivants, according to our local representative. In the United States, their ability to build consensus is equally well recognised.
In Germany, it’s their spontaneity that often stands out, such as “greeting people with a kiss and switching to first names very — sometimes even too — quickly.”
Yet these clichés tell only part of the story. Eric Gabrys, our representative in California, is unequivocal:
“The idea that Belgians lack ambition is completely wrong. Belgian entrepreneurs are often highly ambitious internationally, even if they tend to present their achievements more modestly than their American counterparts.”
In Africa (DR Congo), Belgians are also seen through a broader lens. Beyond their friendliness, people are struck by “their punctuality and their tendency to organise and plan things well in advance.”
Same same, but different
The markets that seem most familiar are sometimes the ones that hold the biggest surprises. Sharing a language does not necessarily mean sharing the same business culture, as our representative in Paris, Olivier Costa, explains:
“Decision-making processes, attitudes towards hierarchy and negotiation styles differ significantly. A common language can sometimes hide these differences, leading to misunderstandings.”
The same applies in Québec:
“People understand each other perfectly well — we even share words like septante and nonante! But it’s important to remember that Québec is in North America, even though French is spoken there.”
This is particularly noticeable in more direct discussions around pricing or return on investment.
Our representative in Germany also points out that similarities are not always what they seem. Although Belgium and Germany both have decentralised political systems and strong regional identities, “there is still a surprising lack of mutual understanding regarding the size and structure of each other’s countries.”
In the United States, the biggest difference lies in the pace of doing business.
“While Belgian entrepreneurs often prefer to gather all the available information before making an important decision, Americans tend to move quickly, test ideas in the market and improve them along the way.”
In Africa, on the other hand, “the historical ties between Belgium and the Democratic Republic of the Congo often create a unique sense of closeness and mutual understanding.”
Business chameleons
If there is one quality unanimously recognised across all three continents, it is the adaptability of Belgian companies.
In France, this stems from “their ability to operate at the crossroads of different cultures”, giving them a clear advantage over competitors who are further removed from the local context.
In Germany, Belgian companies are regarded as organisations that work efficiently in international environments.
In Canada, they are appreciated for understanding local needs and adapting when necessary.
In the United States, they are recognised for prioritising trust-based relationships and long-term value creation over quick wins — “a genuine asset in the American market.”
In the DR Congo, adaptability is expressed above all through people: Brussels-based companies excel at building long-lasting partnerships where trust matters more than formal procedures.
Tell me what you sell…
…and I’ll tell you where you’ll export. While Belgian companies are widely appreciated for their strengths, market needs differ from one country to another. Technological innovation, industrial transition, infrastructure or creative industries — each destination highlights a different aspect of Brussels’ expertise.
DRC
- Agri-food
- Industry
- Infrastructure
- Healthcare
- Energy
- Digital
- Training
France
- Heatlth
- Digital
- Tech (Fintech)
Germany
Tech
Food
Fashion
Canada
- IT
- medtech
- CCI
USA
- B2B software
- Artificial Intelligence
- Cybersecurity
- MedTech
- FinTech
- Sustainable technologies
One last piece of advice before you pack your suitcase?
