As China and France celebrated the 50th anniversary of the establishment of diplomatic relations in 2014, it marked the beginning of a new phase.

“2014 was an exceptional year in our relationship but it is, for us, only a step in our bilateral relationship,” said Axel Cruau, the recently appointed French consul general. “The world has changed, our countries have changed, the challenges we face have changed. We must now envisage together this multipolar, more complex and sometimes more dangerous world.”

Cruau took up his post in Shanghai only a month ago but he’s no stranger to China. He worked at the French embassy in Beijing from 2009 to 2010 as counsellor for strategic affairs. The career diplomat joined the French foreign ministry in 1998 and previously worked in Paris, Beijing and Los Angeles before starting his new adventure in Shanghai.

The consul general said he is impressed by his residence on Huaihai Road M. built in the 1920s.

“It is here that in 1980 the French consulate was opened, as a living symbol of the French-Chinese friendship,” he said. “And I love the openness and energy in Shanghai. This energy surrounds you, penetrates you and binds the whole city and its people together.”

He said Shanghai is crucial for the relationships between France and China.

“Not only are our historical ties very tight, but Shanghai is one of the few cities in the world where the future is made: not only the future of China, but the future of our planet.

“It is an economic and financial decision-making center, a vibrant research and innovation hub, a nexus for the arts, fashion, design, art de vivre ... It is home to one of the most dynamic French communities in the world with about 11,000 registered French people living in Shanghai and the nearby region,” Cruau said.

“Both of our countries have a long history and this long and rich history, deeply rooted in a territory, a country, has shaped our cultures, institutions and our world views,” the consul general added.

“This long history makes us stick to very strong principles and values — such as respect of national sovereignty or respect of international laws — and at the same time makes us audacious and pragmatic for the greater good.”

In France, after World War II, General Charles de Gaulle and others turned their backs to centuries of war and chose reconciliation with Germany, which led to reconstructing Europe, a gesture still very meaningful today and not only in Europe. In China, Deng Xiaoping chose reform and opening.

“Our two countries, in 1964, looked toward the future when they established diplomatic relations. I also believe that this long history, with all its brilliant moments but also its tragedies, gives us a sense that we have certain responsibilities in this world,” Cruau said.

“Besides, there is another feature that unites us: our love of good food. Perhaps because our two societies have been agrarian for millennia, meals are the moment when we not only eat, but we also exchange, share and bond. Be it within the family circle, with friends, or with business partners, meals are a special and privileged moment. It is an essential part of our ‘art de vivre’.”

Cruau said much had been accomplished by his predecessors and he wishes to build on what they have already achieved.

Among the about 2,000 French companies operating in China, half have their headquarters in Shanghai and the nearby region. A total of 30 companies have opened R&D centers, which illustrates the desire to build a long-term, mutually beneficial presence in China in fields with high added-value.

“As for scientific and academic cooperation, we want to develop the multiple partnerships that already exist, be it in business, humanities, engineering, or other fields. We are facing global issues such as food safety, climate change or pandemics. Well, why not work concretely then on agriculture, health or sustainable cities?” Cruau said.

French wines, food products, luxury goods and cosmetics are well-known while less-known is that France is synonymous with high technology, from nuclear plants to aeronautics, automotive parts to connected products.

“A young generation of French entrepreneurs is revolutionizing and rejuvenating our economic landscape. This bottom-up movement, centered on very innovative start-ups, is called ‘the French Tech,’ a very promising area of growth,” Cruau said.

He said he advises French companies wishing to enter the Chinese market to work as a team with the French institutions, be prepared to be steadfast, and be here for the long run. The French network includes the consulate, Business France, and the French Chamber of Commerce and Industry in China.

While French companies have been doing business in the region for quite a long time, Cruau welcomed Chinese investments in France and said he wanted to develop this further.

“To the Chinese business in France, I would say: come and try us! As our Prime Minister, Manuel Valls, recently said: Chinese businesses and investment are welcome in France. Our structural assets are strong, such as a competitive and creative workforce, efficient infrastructure, plus we have a central geographical position in Europe,” Cruau said.

Moreover, the government is conducting a series of reforms to make the environment more attractive for businesses and entrepreneurs.

The decrease in the value of the euro has created new business opportunities and the eurozone economy is rebounding.

“So it is the right time to seriously consider France and to invest. Chinese investments in France are only 1 percent of the foreign investment: 4 billion euros (US$4.41 billion) on a total of 400 billion euros. There is plenty of room for Chinese investments,” he said.

On people-to-people relationships, so crucial to mutual understanding, Cruau wants to encourage more tourists to come and enjoy the country.

“Last year, our Foreign Minister, Laurent Fabius, decided to speed up the issuance of visas in order to concretely boost our people-to-people relationships,” he said.

A procedure to give visas in 48 hours has been put in place and it has proven successful. In 2013, some 130,000 visas were issued in Shanghai and in 2015, more than 250,000 visas are expected to be issued by year end.

“France is so diverse and rich so I recommend tourists fly to Paris and explore another region for landscapes, the museums, wine roads, or jazz festivals. All of our regions in Europe or overseas (let us not forget la Reunion or Tahiti for instance) have their unique charm from the well-known regions like Provence or Normandy to less-known areas as Midi-Pyrenees or Bretagne,” he said.

Visitors could also do various things. They could take a cruise on the Mediterranean Sea, or on rivers such as the Garonne near Bordeaux. There’s also an option for wine tours in Bordeaux, Bourgogne, Champagne, and Alsace.

“As we are in the Shanghai region, why not discover sister cities? Shanghai is twined with Marseilles ... and Ningbo with Rouen,” Cruau added.

As a newcomer to Shanghai, Cruau and his family just started discovering the city yet he’s well informed of the French gastronomy presence here because “it is part and parcel of a tradition and an ‘art de vivre,’ which is more than a lifestyle,” said Cruau.

Cruau said French food is based on one principle: the quality of ingredients.

He said that each wine — even every bottle of wine — is unique.

“They are like persons and every single one of them has its history and character,” he said. “This is what makes them quality products, unmistakably French.”