“You sit back and think ‘how did they do that?’ They have a can-do attitude and an aspirational attitude. It’s a post-industrial area, interested in environmental and sustainability issues; in China that’s what they are starting to think about now.”

He initially visited China last July on a UKTI-organised trip. He spend 46 hours flying or in airports and visited 13 cities in 11 days, where he made 26 presentations. In China, the business day can start with breakfast meetings and continue until 11pm. “They do business in a different way. We are very controlled in the UK; we’re not as fleet of foot,” said Smith.

“When I’ve been to Japan before, I’ve had a 10-day itinerary; the first time I went to China, there was nothing in the diary.”

Red Box is one step ahead because it has a Chinese graduate, who Smith describes as a great asset. He was able to organise meetings and presentations for his boss when Smith arrived.

Smith is also impressed by UKTI. “UKTI are an incredibly good agency; we are blessed with having such a good team in the region,” he says.

“UKTI will hold your hand like you wouldn’t believe. But you don’t have to be tied to their coattails, you can break off and do what you want. They’ll research the market for you – for a fee – and they’ll arrange meetings for you when you get there.”

The fast-moving Chinese business world operates quite differently to the UK on many levels. Culturally, businesses often need political introductions in order to progress, which is why Newcastle City Council is involved in the March mission.

It is sending council leader Coun Nick Forbe and its chief executive, Barry Roland.

Andrew Lewis, the council’s director of policy, said: “Our role has been to bring people together and facilitate the opportunities for speaking to the right people in China, given the role we have had in the past.

“We are not talking about new territory, we are building on substantial relationships already in place. Local government can play an important role because we’ve had relationships for so many years, through Chinese communities and town twinning.

“It’s about the using those relationships – it’s incredibly important that bringing together the university, business and the city, we can look at relationships in different ways.”

The council has stepped into the breach after the demise of One North East and will be using its influence to win important introductions for delegates. “We can open doors as a city council,” said Lewis.

“Obviously, having a link with the senior officials is absolutely critical. The fact our leader is being directly involved means we’ll be able to meet a much higher level of official.”

UKTI will be organising business to business meetings and is also able to supply some funding for SMEs keen to take part in the trip.

For more information about the trade mission and the financial support available, contact Lorraine O’Dea at Newcastle City Council on 0191 211 5012 or email Lorraine.o’dea@newcastle.gov.uk