Each year the Bundesministerium für Wirtschaft und Technologie [Federal Ministry of Economics and Technology] (BMWi) sponsors an exhibition in a selected industry overseas. This year, it was the leading global German Laser & Photonics industry whose appearance in Shanghai under the title the "German World of Laser & Photonics" was sponsored by the BMWi. 

The communal stand project was especially attractive for small and medium-sized companies and research institutions most of whom were introducing their products and services in China for the first time. Even if the language barrier is still very high because not many Chinese people speak English, about 60 of the companies and institutions that participated were very satisfied with the results of their attendance at the trade show. This trade show was the first step for many in tapping into the Chinese market and establishing cooperative partnerships with Chinese companies.

The special exhibition was accompanied by a spectacular laser show that was put on every day during the trade show for one hour and whose magic lured many thousands of visitors. The goal of the laser show was to give visitors an impressive and entertaining look at today's laser capabilities. The communal stand was also a platform for a forum which the participating companies and institutions were able to use to present to an interested public innovative products and solutions from German industry in the context of a symposium. These lectures enjoyed high attendance; and even if the Chinese were not always able to follow the English presentations, many took advantage of the opportunity to photograph the Power Point charts shown in order to more intensely follow the Chinese lectures.

This forum itself was also the location of the "German World of Laser & Photonics" press conference. It was moderated by the Consul General Dr. Albrecht von der Heyden, Hartmut Schauerte, Parliamentary Secretary of State for the Federal Minister of Economics and Technology, and Klaus Dittrich, CEO of Messe München GmbH, with Dr. Johannes Hain, Exhibition President of German World and Executive Vice President of the Business Unit for Advanced Materials at SCHOTT AG as lecturer and about 40 journalists who attended. In his presentation Schauerte explained that the German government believes that it is its responsibility to pave the way to China both for German companies as well as research institutes, and institutions of higher learning. This is because a close exchange between countries promotes not only business and business relationships between both countries, but also demonstrates the effect of bilateral know-how transfer on the further development of technologies and the opening up of new application fields. Hain highlighted that the need for high-end opto-electronic components will increase in China by up to 40 percent in the coming years. This will open up remarkable opportunities on both sides because thanks to excellent market knowledge and contacts to business partners, you can learn a lot from your Chinese business partners and, at the same time, bring expertise and knowledge and high-end solutions to China. This is a classic win-win situation. And Dittrich explained once again the relevant figures, dates, and facts concerning the LASER World of PHOTONICS China 2008.

An additional highlight of the German trade show attendance was the catering, which included Bavarian delicacies that particularly excited Chinese guests on the ground floor of the stand. Each morning there was a Bavarian veal sausage breakfast, lunch included a menu with Bavarian specialties, and in the afternoons, a keg of German wheat beer was tapped.