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About Us

Dutch Foundations, Global Operations.

/Our Story

Our Story

At CBCE, our story began at the turn of the 21st century when Maja Sun, our founder and CEO, began her work on the promotion and development of business between China, Europe and Latin America. Owing to her hard work and profound conviction that expanding business between continents is not only possible but extremely mutually beneficial, she built up a powerful network across Europe, China and Latin America made up of more than thirty senior and governmental political leaders.

This unique and influential resource combined with a depth of experience in running companies and making profitable business in both Europe and China, allows CBCE to exclusively and dynamically lead the way in bridging together Europe and China.

‘Business Without Frontiers’ has always been our guiding principle and through our services we turn this principle into a reality for businesses like yours. We work tirelessly to ensure that businesses are able to thrive and succeed in their target markets: we connect you to the key decision-makers and guide you to rewarding success through our market and cultural know-how.

Our customers’ success is our success and our long-lasting and strong relations with clients stand as a testament to this philosophy.

Would you like to know more? Read the cover story of China’s Foreign Trade
2018 no.2 here.

Our Founders

Maja Sun

Director and co-founder

Maja Sun is an entrepreneur and investor. For over 20 years, she has founded and helped to build over 20 companies both in China and Europe in a variety of fields. Her extensive experience, vast political and business relations in China, Europe and Latin America, and personal encouragement of Sino-European business opportunities, has led her to accompany more than 30 senior leaders of state to China. She is co-founder and CEO of China Business Center Europe and Chief Representative in Europe for TOJOY Holding Group.

Ralph van Hessen


Ralph is a seasoned PR professional who owns a strong creativity and a huge network of business and governmental decision-makers. In 2008, he founded the "Big Improvement Day" which has become a tradition of the Dutch business world and has been organized every year since. In 2010, Ralph became the president of The World Congress on Information Technology, made the congress profitable from loss, and won the European Best Event Awards for it.

Ton Winkelman


Ton is a very serious and creative strategic master of branding and marketing who has over 35-year PR experience and a large business network. With a very strong sense of precise brand positioning, Ton works with substantial loyal and well-known clients. He has been cooperating with Unilever for over 20 years to create the brand image of Unilever in the Netherlands.