In collaboration with Convergence, VOICE OF ASIA is proud to present timeless articles from the archives, reproduced digitally for your reading pleasure. Originally published in Convergence Volume 19 in 2013, we present this story on Paris, and the romance that awaits all visitors.
As one of the top ten economies in the world, France is an economic hotspot, brimming with cultural brilliance, culinary excellence and tourist allure. In a celebration of the inaugural Air France flight to KLIA on 23rd April – a non-stop route to and from Paris – Convergence explores the capital of love, delving into all the details that businesses love about ‘the city of light’.
A Global Leader
Paris earned this sobriquet by being one of the first cities in the world to be lit by electricity – and also by being home to intellectual ‘lights’ throughout its rich history. The French language gave our lexicon the word ‘entrepreneur’. And who can forget the city’s iconic stature, setting the pulse rate for the fashion universe? Yes, Paris is definitely a city of ‘first’s – one step ahead of lifestyle trends and a fascinating European powerhouse which commands attention on the business front. With Europe slowly emerging from a tough economic period (to say the least), many of the major Western nations have implemented austerity measures – including France, whose Socialist party, led by hardline Prime Minister Jean-Marc Ayrault, is looking to cut spending without cutting jobs.
However as any entrepreneur – French or otherwise – will tell you, downturn is a time of opportunity, and Paris is a city loaded with business potential, and when one fenêtre closes, another one opens.
There are innovative leaders here in every field of expertise and some of the most iconic engineering feats in transportation have emerged from these shores. Any airport-magazine list of big business in France has to begin with aerospace giants Airbus, creators of the biggest passenger airliner in the world; the gigantic Airbus A380. The now-retired supersonic jet Concorde also (half) originated from here, a joint Anglo-Franco venture that ruled the skies for many years before retirement. To this day it remains the fastest passenger jet ever to have been produced. At ground level, the road-missile Bugatti also originates from here, and though the name of this luxury car-brand is German owned, the headquarters remain in Automobiles Ettore Bugatti’s rightful home.
Staying with creativity, the leading fashion houses also reside here – and of course Parisians are well-known for their chic sense of innate style. Chanel, Hermes, Yves Saint Laurent and Louis Vuitton are just some of the names who craft cutting-edge couture in this artistic haven. Home-grown French companies permeate every nuance of business – financial heavyweights BNP Paribas, food produce giant Danone, construction firm Vinci, EDF electricity group, Total petrol and, of course, Air France aviation are just some of the many globally recognised leading companies.
People Power
It is not only the stars of the stock market present in France, but stars of the silver screen, kitchen and sporting world who cannot resist the allure of Gallic charm. Carla Bruni-Sarkozy was, until recently, France’s glamorous First Lady, the wife of departing Prime Minister Nicholas Sarkozy. Supermodel Laetitia Casta, singer Vanessa Paradis, actress Marion Cotillard and Academy Award winning Jean Dujardin are just a handful of French artistes revered for their creative or theatrical flair. Cooking up a storm are star chefs such as Raymond Blanc, Alain Ducasse and Jean Christopher Novelli, all of whom own restaurants that have acquired coveted Michelin stars. Even football superstar David Beckham arrived for a European football stint with Qatari-backed Paris St. Germain – donating his entire season’s salary to charity. The move was telling. Beckham, who has played in Los Angeles, Madrid and Rome, only joins clubs located in millionaire’s playgrounds.
Naturally, those at the helm of some of these behemoths are among the nation’s richest earners. Bernard Arnault of Moet-Hennessy Louis Vuitton (LVMH) is worth an estimated US$41 billion, with Liliane Bettencourt of cosmetics company L’Oreal more than worth her US$24 billion fortune. Francois Pinault of Pinault-Printemps-Redoute (PPR), Xavier Niel of French group of companies Dassault and Alain and Gerard Wertheimer of Chanel also feature in the upper echelons of wealth lists.
It is not merely in 2013 that Paris has hosted minds that can shape the world. Father of the modern Olympic Games Pierre de Coubertin hailed from here, as did Coco Chanel, whose fashion brand still thrives to this day. Gustave Eiffel left his towering mark on this epic city, and Marie Curie studied science in the capital in 1891.
Seen on the Seine – Where to be Seen
Paris is the place to be seen, and there are almost too many hotspots to detail, as one would come to expect from a place with such a rich tapestry of architecture, culture and history. Many tourists make a beeline to the iconographic Eiffel Tower, another feat of French construction and a structure that delights and mesmerises in equal measure. From its summit, one can see the maze of Parisian streets, the various quarters and a hive of activity below. Descend to the streets and one can stroll along the Champs Elysees, bookended by the Arc de Triomphe at one end, and the Place de La Concorde at the other, a rue (street) filled to brim with designer shopping delights. The Palace of Versailles is in one of Paris’ most affluent suburbs, an opulent royal chateau with a grand interior court.
Rub shoulders with the elite at one of world fashion week’s ‘big four’ – Paris Fashion Week plays host to the eyes of the world, looking for direction and daring in the season’s latest trends. The jaw-dropping 600 year-old Notre Dame Cathedral is another fine landmark, with the epic Louvre gallery offering another cultural experience to savour, home to paintings such as the Mona Lisa. Cafe Malry, alongside the glass pyramid of The Louvre, is the perfect place to rest the soles, reflect on the soul of this majestic city and recharge the batteries to explore the many delightful and obscure highlights in your own, personal Paris getaway. There are myriad bistros in which to sample the highlights of everyday French gastronomy – the bouquet of an irresistible red or white wine, the bold flavour of local cheese, the flaky crumbling of a croissant or a sip of milky coffee as the day washes over you. Time is of the essence here, and culinary indulgence is not luxury – it is a national pastime.
Welcome to France! H.E. Martine Dorance, Ambassador of France to Malaysia
There is perhaps no one better for Convergence to consult on the finer things about French business and culture than the country’s own ambassador, assigned to Malaysia since 11/11/11. In attendance when the inaugural Air France flight touched down at KLIA on the 23rd of April, Ambassador Dorance shared with us the inviting allure of Paris, the capital of her home nation.
Speaking on how she thinks the new, thrice-weekly flight will strengthen that business bond between the two nations, Ambassador Dorance shared, “Our economic relations are very dynamic and fast growing. France is stable economically, and a country located in the heart of the European Union – the world’s main market. France is a leading country in all innovative technologies, and many of its companies are investing in Malaysia, strengthening a trusting environment for business, and there is still high potential for development. The French community in Malaysia, about 3,500 people, is very active and over 120,000 French tourists came here last year. This new route means that the number of tourists and businessmen will continue to increase. It will help to reinforce the links and exchanges between our two countries.”
Of course, as well as bringing French visitors to these shores, Air France is enabling Malaysians and locals to travel in the opposite direction, providing a welcome influx of tourists to her country. Ambassador Dorance enthused, “France has an extraordinary soil, which makes our country one of the best places in the world for wines, champagne and spirits. France is also the country of excellence with many gourmet products, and enticing bakeries filled with pastries. We French share with Malaysians a great taste for good food and ‘art de vivre’. There are thousands of sites to visit in Paris, from museums to monuments and galleries to lovely cafés and restaurants. The city offers a wide range of sightseeing and culinary experiences.
She continues, with a smile, “Our culture is an alluring factor: entertainment, music, festivals and the arts, all contribute to make Paris a major global city. It is the world’s leading centre for fashion, luxury and beauty, with famous stores such as the Printemps and the Galeries Lafayette.”
For any businessmen travelling to French shores, Ambassador Dorance has some wise words regarding etiquette to please the locals as a guest. “There is no limit to the list of trade and business opportunities for Malaysians in France. As someone who has travelled extensively, I feel it is the best is to observe the way of behaving from the local people whenever you travel. However one difference with Malaysia that comes to my mind is that we do not have an extensive use and exchange of business cards. Another crucial difference is the way one addresses someone upon meeting for the first time. In France, first names are reserved for family and close friends, so it is better to address someone by using the formula “Monsieur” (Mr) or “Madame” (Ms) followed by his/her last name. And delight the locals by saying two or three words in French – bonjour (hello), merci (thank you), and comment allez-vous? (How are you?)
Paris Means Business – Where Business is Conducted
The business district, just like their fashion, food and love, is another indication that the French do not do things in half measures. Standing bold on the Paris skyline, La Defense is Europe’s largest purpose built business district. Divided in 12 sectors, the area contains some of the city’s highest rise buildings and covers 1.6 km², housing 1,500 businesses, of which 14 are in the top 20 national companies list and 15 can be found in a global top 50 compilation. La Defense is where cutting edge architecture comes to life, a pulsing testament to modernity with a focus on building the sustainable skyscrapers of the future.
The city, along with its 4 World Heritage sites, even plays host to UNESCO, as well as a plethora of other international organisations – indeed , in 2008 it ranked second after Tokyo for company headquarters of the Fortune 500. Charles de Gaulle International Airport – named after the former President of the French Republic – is Europe’s busiest in terms of air traffic, and excellent transport links make this one of the preferred destinations among the established ‘old guard’ of the UK, Italy and Germany. Located at the crossroads of Europe, high-speed rail links connect it to other major business cities and with access to the graduates of 17 universities, the talent pool is both rich and deep. French business etiquette suggests that first names are reserved for those close to you, and to wait until invited before using someone’s first name. Maybe that is why Paris has only one name. She welcomes all.
Love at First Flight – Air France Arrives at KLIA
The 23rd of April 2013 was a milestone day for Malaysia Airports and Air France, as the inaugural non-stop Paris-KL flight touched down at KL International Airport (KLIA) – an auspicious occasion that drew influential people from the corporate and entertainment world alike. KLM-Air France Country Manager Estee Ng shared, “Having Air France on the Paris-KL route complements our product as we are now able to offer both airlines under the Air France-KLM group in Malaysia.
The planning for the flight took about 3 months but the result was worth it. Our partners who helped to organise this occasion were fantastic – Malaysia Airports, Tourism Malaysia and brahims Airline Catering combined with us to put on a fantastic arrival at KLIA.” Air France-KLM CEO Alexandre de Juniac himself led the delegation and with the support of local retailers such as Rafflesia – who provided an exclusive pearl necklace for a lucky winner on each of the first 3 flights – it was certainly a memorable occasion.
“This is the brand that we have been dreaming of and today it becomes a reality.”
Senior General Manager Operations, Malaysia Airports Dato’ Azmi Murad, on the arrival of Air France to KLIA
The route marks a new era for Air France in Malaysia, as travellers now have two options of arriving fresh after an overnight flight to Europe – either to Paris via Air France, or to Amsterdam, with their partner KLM. Estee explained, “Just mention Paris and images of luxury, romance and culture immediately come to mind. It is a wonderful addition to our powerful long-haul network, which has over 900 long-haul routes a week and easy connection opportunities at the Paris-CDG and Amsterdam Schiphol hubs.”
Customers can book online with Air France, whose on-board service has a French flair and achieves optimum in-flight comfort, through four enticing cabin services offered on their Boeing 777-200 – La Premiere, business, Premium Economy and Economy.
These are exciting times for the company in Malaysia, as Estee enthused, “Last year over 130,000 people visited Malaysia from France, and Malaysia is also home to many different nationalities in many business sectors including high-tech, telecommunications, cosmetics, and manufacturing. In fact, over 250 French companies are present here. It was decided that KLIA would be included in the network, complementing the KLM flight and synergising sales for the onward Kuala Lumpur-Jakarta route. The new schedule is well suited to passenger flows and Malaysia Airports’ supportive stance has played a strong role with their incentive programme – such as the waiver of landing charges for 3 years.” All factors combined make Air France set to be the choice du jour for travellers to Europe.
Throughout the centuries, Paris has been at center stage for a rich history of intrigue – revolution to renaissance, romance to revolt. Fierce, proud and stoic, the patriotic French have remained at the fore of innovation and trade, their country a jewel in the crown of Europe playing a crucial role and exuding an indeterminable je ne sais quoi. Their language permeates the English lexicon, their culture shapes the world, and their business strength can influence a continent… one could write a novel on this wonderfully alluring city. What matters most though, is that for all the story it has to tell, the climate, from both a lifestyle and a business standpoint, allows yet more chapters to be added, by any who have the courage to do so.
