Mr. John Conlon:

Several members asked about how we could grow our profile in these countries though the Irish diaspora and Irish companies. We work hand in glove with the Department of Foreign Affairs and Trade and the embassy network to build our profile. This is probably more important in growth markets. I worked in the United States before moving to growth markets. A collaborative approach is much more important in areas in which we are not as well known as in the United States, with which we have done business for 50 years. In China and India we are trying to build relationships at different levels, including business, cultural, diplomatic and Government engagement through ministerial visits.

In regard to Irish music, when President Higgins visited China last December music was used throughout his programme to profile Ireland's culture. Culture, music and books are very important in a country such as China.

We do not have a large diaspora in these countries, but we are thinking about the diaspora in a different sense.

We try to use people who have studied, worked or had relationships in Ireland. The various universities try to get foreign students to become their students, but their graduates also attend these gatherings. Each of the embassies will be trying to build a diaspora of that type. The last time the Minister was in Mumbai, for example, one of the universities held a function that was attended by many of its graduates, in addition to potential new students. We use that arrangement as much as possible to build connections with companies.

We absolutely encourage city to city relationships. The more cities that have relationships with these countries the better. As we are very small and unknown, we are in favour of anything that will add to our profile.

With regard to Irish brands abroad, ministerial and trade visits are certainly integrated. I attended one in Australia last summer that involved a combination of IDA Ireland businesses, Enterprise Ireland businesses, co-operation and political meetings through the Department of Foreign Affairs and Trade. Visits tend to be integrated. There were over 20 Irish companies in attendance during the Australian visit. They actually show Ireland as a whole, including foreign direct investment plus the very good Irish companies which are operating.

An interesting point on China is that infant baby formula has helped to build Ireland's profile. Some of the companies carry the tricolour on their products because they are made in Ireland. Many Chinese people do not know very much about Ireland, but they know that we make very good baby formula. Any initiative such as this concerning any brand helps us also.