What is a Country Outlook? Outlooks are summaries of current business opportunities and challenges, as well as the economic, political and social situation of the country. The Outlooks are conducted by the Senior Commercial Officers (SCOs) of the U.S. Commercial Service.

What is a Country Workshop? Country Workshops are conducted by the SCOs, along with their business partner(s). The format of the Country Workshops is an interactive roundtable Q & A session designed to answer specific questions from the participants.

What is a Country Seminar? Seminars are conducted by business, government and university experts on various topical issues relating to doing business effectively in the Asia/Pacific region.

"China: The Victory of Materialism, The Rise of the Middle Class and the Implications for American Business" Stan Rosen, Director, USC East Asian Studies Center and Professor of Political Science, USC The reforms in China have already led to the rise of a new middle class,as well as a stratum of the rich and even super-rich. Current trends strongly suggest that this phenomenon will continue, particularly since the Communist Party has been encouraging private entrepreneurs to join the CCP. These developments in turn have created new role models and new patterns of consumption. For example, whereas price and Chinese brand name had always been the key factors in purchases, more recent surveys have shown that, depending on the consumer item, such things as quality,style and foreign brand name have become far more important. At the same time, Chinese society has become "fractured," with Chinese social scientists suggesting that individuals in different parts of the countryare now living in five different technological eras. Moreover, image has become extremely important, with obvious new patterns of social stratification (for example, no one who aspires to social success wants to associate with "smelly" migrant workers). Chinese social scientists and popular newspapers and magazines have discussed the new relationship between strata (or "classes") and the effect of these changes on daily life and consumption. These changes have important implications for those doing business with China . Thus,this presentation will discuss the changes and their implications, using survey and public opinion data, interviews in China , and the Chinese media as sources. In Addition, Along with the implications of "The Rise of China" recent changes in the attitudes of Chinese citizens towards the U.S. and American citizens towards China will be discussed.

"A Pot of Gold? Or a Lump of Coal? Getting the China Market Right" Ted Plafker, Correspondent, “The Economist”, Beijing Bureau Discussions of China usually brim with superlatives: The world's most populous nation, with one of the largest, fastest growing economies, and a society and business culture evolving at dizzying speed. But China also leads the league in hype. Looking at China's trajectory over the past two decades, and at any number of current or projected indicators, companies the world over think they see a pot of gold over the Chinese rainbow. There is also plenty of hype about the difficulties of doing business in China, ranging from bureaucracy to corruption to logistics. The question for many companies, then, is this: Will a China play lead to a pot of gold, or to a lump of coal in the Christmas stocking. Based on Ted Plafker's 19 years' experience of living in Beijing and covering the China story in all its aspects, this seminar delivers an unambiguous but perhaps sobering answer: for most companies, cracking China is going to feel a lot less like panning for gold, and a lot more like mining for coal. It will require a sound understanding of the "geological conditions". An accurate assessment of the size, quality, and accessibility of the "vein" being mined. It will be more hard work than glamor, and it can be plenty dangerous if not done carefully. But never forget: coal mining is a very lucrative business.

"Managing the power of perceptions/expectations - how to work with the Chinese effectively" Dr. Dan Ping Mu, Executive Director, World Heritage Foundation, Los Angeles International business deals do not usually fail due to external factors such as money, technology, the market, product, politics, economics or technical considerations. Most often failures are caused by a lack of understanding of cultural differences based on personal values, expectations and perceptions held by people from different cultures. Successful business relationships between U.S. and Chinese firms require cross-cultural exchange and mutual understanding. The inability to interact effectively can lead to misunderstanding and negatively affect the peoples and business between the two countries. "Art of Negotiation - Negotiating With the Chinese Effectively" Dr. Dan Ping Mu, Executive Director, World Heritage Foundation, Los Angeles One of the most important, and anxiety-producing aspects of Chinese-American business relationships is the negotiation process. Regardless of one's role in any project, there will come to a time when it will involve some sort of negotiations - business structure, profit sharing plan, who will do what by when and assignment of responsibility is all part of this process. This is a process of communicating back and forth for the purpose of reaching a joint decision. An overview of key skills and mindsets when preparing for and engaging in negotiations with the Chinese will be discussed. Key sets of "do's and don'ts" will be introduced.

"China, Asia and America: A Dangerous Confusion" William Overholt, Asia Policy Chair, RAND Corporation, Los Angeles Tensions between the new realities of Asia and policies based on obsolete images or ideological preconcetions create the prospect of drastic change in the geopolitics of Asia.

"Is China Going to Be the Next Superpower?" John Pomfret, Editor, Outlook - Washington Post, Washington, DC Beijing is certainly betting on it, but some significant challenges could block China's rise -- in the environment, demographics, politics and in society.

"China’s Emergence: Implications for the Wholly-Owned Foreign Enterprise" Christopher Goode, President, White Drive Products (Zhenjiang) With continuing economic growth, will China lose its competitive edge? How will China’s domestic market have the greatest impact on the global economy? Based on practical experience of managing a wholly-owned foreign investment enterprise (WOFIE), Chris Goode will address the profit impact of the new Chinese regulations on Industry and Labor; material and labor inflation and the strengthening Chinese Yuan--plus identify areas of significant cost/expense reduction potential. If you are looking to become a new WOFIE, this presentation will address the challenges you will face, the broad-based focus and support given to WOFIEs entering targeted industries, and roadblocks to entering a restricted industry. The third and perhaps the most important part of the presentation will focus on the real threat and the biggest opportunity: the Chinese domestic market and its ultimate global economic impact.

"China Changes Its Development Model -- Will the New Revolution Succeed? What Does it Mean for American Business?" Sidney Rittenberg, President, Rittenberg Associates Inc., Fox Island China's new leading team has called for a new growth model. No growth for growth's sake -- no growth at the expense of welfare, of the environment, or of "spiritual values". Political reform tops the agenda. They call this a New Revolution -- But can it work? And what are the implications for American business?

"Why Small to Fortune 500 Companies New to International Manufacturing Choose Zhenjiang" Jian She Chen, Vice Mayor - Zhenjiang City, Jiangsu, China Vice Mayor Chen of Zhenjiang City, a tertiary city located in Jiangsu province China, will discuss the reasons why American and European companies large and small select Zhenjiang as the preferred city of new investment compared to the more well known cities of Beijing, Shanghai, Guangzhou, Shenzhen, Suzhou and many other larger cities. Learn the secrets to success for wholly owned foreign investment enterprises (WOFIE) of investors in Zhenjiang. Follow actual case studies and discover the best kept secret in China.

"What did they Really Say? Where Business Breaks Down with the Japanese" Diana Rowland, President, Rowland & Associates Inc., Del Mar, CA The success of your business relationship and interaction hinges on your ability to communicate well across the cultural divide. Conflict and misunderstanding between Japanese and Americans more often occur from differences in style than in substance. At the very least this causes delays and frustration -- at the most it can cause a complete breakdown in the relationship and lead to lost business opportunity. It is smarter and easier to take steps to avoid misunderstandings than to try to repair the relationship and regain trust, or pay the price to fix the problems, once the damage is done. This interactive seminar explores the major areas of communication differences and the implications to you for business success. We will test your ability to accurately decipher the Japanese “message,” and discuss techniques for perceiving the “real” truth and responding effectively. Practical tips and guidelines for communicating across cultures, for developing a “virtual relationship,” as well as for using translators, will also be provided. "Getting Past "Hai:" Negotiating with the Japanese" Diana Rowland, President, Rowland & Associates Inc., Del Mar, CA Business customs and styles are formed from cultural norms. Consequently, negotiation styles vary greatly around the world. To avoid being caught off guard by a different approach or assumptions, savvy negotiators investigate the assumptions of those who will sit across the table from them. The cost for not doing so can be measured not only in terms of money when a deal is lost, but also in terms of the wasted time and ensuing frustration when you fail to persuade your Japanese colleagues on an issue of importance to you. In order to prevent these pitfalls, it is essential to understand the Japanese style of negotiation. In this seminar we will explore the Japanese business mindset and how it affects the way decisions are made. We will identify techniques for getting the information you need, for giving effective presentations and for coming to productive conclusions. If time permits, we will also discuss Japanese negotiation strategy and conflict resolution.

"Succeeding in Japan – Challenges and Lessons Learned" Kevin McAuliffe, President, Newport Ltd., Tokyo With over 25 years of work experience in Japan as a journalist, multinational corporate executive and entrepreneur, McAuliffe will reveal the lessons learned from his own experiences in this unique and challenging market. Japan, as one of the world’s largest economies, represents an essential part of any company’s global strategy. Focusing on the key themes of proper execution, adapting foreign concepts and maintaining control he will seek to provide realistic strategies for success in the Japanese market.

"Winning the Hearts, Minds and Wallets of Japan's Affluent Consumer" Debbie Howard, President, Japan Market Resource Network (JMRN), Tokyo The enigmatic Japanese consumer -- long a challenge for Western marketers - has changed in ways that bode well for foreign products and services. The economic doldrums of the 90s and early 2000's have forced both individuals and businesses to view things differently, and a new wave of "self-responsibility" can be seen. Japanese consumers, for example, are now much more assertive when it comes to finances and investing, as well as health and healthcare.

"Korean Cultural Values and Interpersonal Communication" Michael Robinson, Professor, East Asia Languages and Cultures, Indiana University, Bloomington While there has been great convergence in the way international business is conducted, there are still culture bound issues that can lead to problems in doing business in South Korea. This seminar will consider basic Korean values as they inform interpersonal relationships, business etiquette, and the general atmosphere of doing business in this rapidly changing society. "Political changes in South Korea and North Korea Update" Michael Robinson, Professor, East Asia Languages and Cultures, Indiana University, Bloomington This seminar will consider some basic issues that revolve around the recent election of a new president in South Korea. This election marks a shift to a more conservative government which in turn has implications for U.S.-South Korean relations as well as South Korea's posture towards the North. It will also consider the current state of North Korea and its continuing influence on the evolution of regional politics and the global anti-proliferation regime.

"Manufacturing in Mexico. Why & How." Ricardo Vidal, President, Clemex U.S.A., Mexico City A. Why Mexico must be considerate to be a Manufacturing country. B. Basic macroeconomic data’s. C. Different markets. D. Different Mexicos. E. Fine points. F. Conclusions.

"Thailand: Political & Economic Perspective" James Rooney, President, J.P. Rooney and Associates (Bangkok) An assessment of what has happened in Thailand since the coup and what is in store for the Thailand.

"Penetrating the Diverse Asia/Pacific Professional Services Market: A Case Study of the Little Engine That Did" Ronald Altoon, Founding Partner, Altoon + Porter Architects, Los Angeles Vision comes first; believing in it second; convincing others third. But implementing it in Technicolor is the real challenge. In 1991, Altoon + Porter, Architects, a firm of 32 design professionals curious about delivering professional services in Asia, wanted to become an international player. Just like the big boys. Be careful what you wish for, they were cautioned. Seventeen years later, they have successfully served prominent clients on major projects in 10 Asia-Pacific countries and have significantly expanded their areas of expertise with constructed projects of unusual complexity and scope. This session will focus on their entrepreneurial business model, illustrated by case studies of projects realized against challenging odds.

"Global Warming and World's Energy Crisis: Strategic Investments in Renewable Energy" Darr Hashempour, President and Founder, Expedient Energy, Tustin (CA) Today, we are facing two major problems that while they are opposite of each other are related to each other: Global Warming and World’s Energy Crisis. In one hand, we are very concerned about Global Warming issues such as green-house gas emission, water and air pollutions, climate changes, and other environmental issues. On the other hand, we are becoming more dependent on energy, especially, with today’s electronic gadgetries, and with our ever growing taste for luxury cars. Energy industry is undergoing one of the greatest paradigm shifts ever experienced. By virtue of its size as the second largest industry in the world, the changes will affect every business and every person. Clearly, the changes are more revolutionary in nature than evolutionary. Lately, the Power industry has evolved from several decades of regulated utilities into dynamic enterprises. Where large vertically integrated monopolies once dominated the industry, entrepreneurs and private investors are taking advantage of new opportunities to provide goods and services competitively. Where governments once stood guard over the public interests through regulation of the market, policy makers are now re-examining the nature of those interests and the best way to serve them. Today, corporate and government leaders, in general, are concern about energy shortage. The world needs all forms of energy – from conventional fossil fuel Power Plants to the emerging sources of future. Diversifying our sources of energy is essential in order to meet the world’s growing demand, in an environmentally sound way. Making strategic investments in Renewable Energy, like Geothermal, Wind, Solar Power, or other innovative technologies should be the main goals of every country in the world. These strategic investments will not only ensure the future “Power Reliability” the world needs, they also help reducing the global warming drastically.

"China, Asia and America: A Dangerous Confusion" William Overholt, Asia Policy Chair, RAND Corporation, Los Angeles Tensions between the new realities of Asia and policies based on obsolete images or ideological preconcetions create the prospect of drastic change in the geopolitics of Asia.

"Delivering Business Priorities in APEC: How U.S. Business influences the APEC Policy Process" Robert Modarelli, Policy Director, National Center for APEC, Seattle, WA The session is designed to provide an overview of how U.S. business influences the APEC policy process, primarily through the APEC Business Advisory Council (ABAC) and the National Center. It will include a brief discussion of the APEC organization and policy process, as well as an outline of priority business, trade and investment-related issues that will be at the forefront of the APEC agenda this year. Finally, it will look at U.S. business priorities for 2008, and the means by which U.S. companies and businesses can participate in and influence the policy dialogue throughout the APEC year, culminating in the November APEC Leaders' Meeting and Business Summit in Lima, Peru.

"Making the U.S. Commercial Service Work for you in Asia/Pacific" Maryavis Bokal, Senior International Trade Specialist, U.S. Department of Commerce, Newport Beach, CA Annie Vonheim, International Manager, Metagenics, Inc., San Clemente, CA Are you looking to find a partner overseas? Need to qualify a distributor? Gain market exposure? Identify new regulations or confirm if they apply to your product? Collect overseas market intelligence? The U.S. & Foreign Commercial Service can be your partner in global trade. This is a great session to enhance your understanding of the U.S. & Foreign Commercial Service and prepare for one-on-one meetings with the Senior Commercial Officers during the conference. Join this dialog on how to make the most of this useful government resource to increase your exports!

"Doing Business in Southeast Asia" James Rooney, President, J.P. Rooney and Associates (Bangkok) Is it "Amazing Southeast Asia" or "a maze in Southeast Asia"? Examples of successful (and unsuccessful) investments in Southeast Asia provide valuable lessons for maximizing business opportunities in the region.

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