Puskás, Tokaji wine, Herend porcelaine: brands foreigners identify Hungary with

Tibor Navracsics, the regional development minister, on Saturday called for developing iconic Hungarian regions, attractions and brands that are recognisable abroad.

Addressing the iCon business conference in Tarcal, in north-eastern Hungary, Navracsics said that the Tokaj wine region had the potential to be one of the most important regions not just in Hungary but also central Europe. Around 120-150 billion forints (EUR 321-400m) worth of developments have been or are being undertaken in the Tokaj region and its surrounding area as part of various operative programmes, the minister said. He added that the government needs to develop the brand of Puskás, Tokaji wine and Herend porcelaine because those are the “trademarks” foreigners connect Hungary with, hirado.hu wrote.

Until recently, the Tokaj-Hegyalja region has been somewhat of an economic policy challenge, as it is also eligible for regional development funding from the European Union, he said. The recently completed motorway link between Miskolc and Slovakia’s Kosice (Kassa) can help connect Tokaj to the bloodstream of the Hungarian economy, Navracsics said, adding that the so-called Tokaj programme is also dedicated to financing the region.

Asked about a halt in domestic support, Navracsics said the situation of the Hungarian economy and budget had been changed by a number of circumstances since February 2022. The rise in energy prices due to the war cost the state budget some 4,000 billion forints last year alone, he said. Because Hungary is set to receive less than 10,000 billion forints in EU funding in the 2021-2027 financial cycle, the government has been forced to suspend and re-examine its regional development projects, Navracsics said.