As part of the partnership between the Portuguese Diaspora Council and Jornal de Neg\u00f3cios, Nuno Varandas, International Executive Consultant in Operations and Counselor of the Asia Regional Hub, was interviewed by Jornal de Neg\u00f3cios. In the interview, Nuno Varandas discussed his professional journey and identified competitive opportunities for Portugal, its economy, companies, and entrepreneurs in general.<\/p>\n\n\n\n
1 \u2013 WHAT LED YOU TO LEAVE PORTUGAL?<\/strong><\/p>\n\n\n\n It was a career opportunity, part of my professional journey to become the first Portuguese leader responsible for the entire Asia Pacific, Japan, and China region in Cisco’s Operations area \u2014 a company where I already had a 16-year career when I moved from Lisbon to Singapore.<\/p>\n\n\n\n 2 \u2013 WHAT ADVANTAGES OR DISADVANTAGES HAS THE FACT THAT YOU ARE PORTUGUESE BROUGHT YOU?<\/strong><\/p>\n\n\n\n A move to Asia always brings up the question of what it means to be Portuguese, and it’s remarkable how far-reaching Portugal and being Portuguese are perceived in this region. The Portuguese influence is still felt and often serves as an excellent icebreaker, thanks to the warm perception and lasting memories Portugal left in this part of the world. We were \u2014 and will always be \u2014 \u201cThe First Global Village\u201d!<\/p>\n\n\n\n 3 \u2013 WHAT OBSTACLES DID YOU HAVE TO OVERCOME AND HOW DID YOU DO IT?<\/strong><\/p>\n\n\n\n Adapting to Singapore felt like setting off on a new expedition \u2014 not with sails and astrolabes, but with mental maps, deep curiosity, and cultural sensitivity. Rediscovering and adjusting to a place where everything seems perfect and choreographed, while blending in the Portuguese spirit \u2014 where improvisation, soul, conversation, and emotion are in our DNA \u2014 was a fascinating experience. But I believe that our resilience and \u201cnavigating\u201d spirit made everything easier for me and my family. I didn\u2019t change who I am, but I observed and listened more attentively, gradually finding my place as a Portuguese in the East \u2014 with respect for rules and cultures, a sense of humor, and always, always carrying saudade<\/em> tucked safely in my pocket.<\/p>\n\n\n\n 4 \u2013 WHAT DO YOU MOST ADMIRE ABOUT THE COUNTRY YOU ARE CURRENTLY IN?<\/strong><\/p>\n\n\n\n To me, Singapore represents what I call order with ambition. (Almost) everything works \u2014 not just because it\u2019s efficient, but because the country has and communicates a clear, shared vision of what it wants to be and offer to the world.<\/p>\n\n\n\n While much of the world shifts toward more transactional and nationalist commercial and geopolitical relationships, Singapore offers a value proposition rooted in talent, innovation, and long-term partnerships. And perhaps that\u2019s why, despite its small size, it plays a disproportionately large role in global decision-making. It grows with principles, attracts without noise, and leads with consistency.<\/p>\n\n\n\n 5 \u2013 WHAT DO YOU ADMIRE MOST ABOUT THE COMPANY\/ ORGANIZATION YOU ARE IN?<\/strong><\/p>\n\n\n\n I recently left Cisco after 24 years across Portugal, Europe, and Asia \u2014 a journey filled with truly impactful professional and, above all, personal experiences.<\/p>\n\n\n\n What I continue to admire and value in these large multinational companies is their ability to build bridges between countries, cultures, people, and ideas. Working in a global organization like Cisco allowed me to contribute to the development of teams and operations across different continents and to witness firsthand how technology and local talent can serve as powerful levers and catalysts for real growth and development in the countries where we operate.<\/p>\n\n\n\n 6 \u2013 WHAT RECOMMENDATIONS DO YOU HAVE FOR PORTUGAL, ITS ENTREPRENEURS AND MANAGERS?<\/strong><\/p>\n\n\n\n Much of what is said about Portugal and its potential is already well known: talent, creativity, quality of life, climate, and strong education. But the real challenge doesn\u2019t lie in recognizing these qualities \u2014 it lies in our ability to transform them into structured and strategic impact. Based on my experience in Asia and my role as Vice President of the Portuguese Association in Singapore (APS), I\u2019d like to share four reflections:<\/p>\n\n\n\n a) We lack a culture of association and collective vision in value creation.<\/strong> b) We must continue to expand the Portuguese Diaspora as a true strategic asset for Portugal.<\/strong> c) We should export presence, not just products or services.<\/strong> d) We need a mindset of influence, not dependence.<\/strong> Portugal can<\/em> \u2014 and should<\/em> \u2014 play a more active role in shaping its international image. To do this, we must move beyond the mindset of \u201cmy product\u201d and begin working on \u201cour positioning.\u201d Only then will we stop being discovered occasionally… and start being sought out strategically.<\/p>\n\n\n\n 7 \u2013 IN WHICH SECTORS OF THE COUNTRY WHERE YOU LIVE CAN PORTUGUESE COMPANIES FIND CUSTOMERS?<\/strong><\/p>\n\n\n\n a) Digital technologies and solutions<\/strong> \u2013 There is strong demand for cybersecurity solutions, specialized SaaS, and technology focused on sustainability and operational efficiency.<\/p>\n\n\n\n b) Premium agri-food products and wines<\/strong> \u2013 Products with identity and heritage have room to grow in a market that values \u2014 and pays for \u2014 quality, authenticity, and storytelling. However, the entire logistics chain, including packaging, distribution, and certifications, is crucial for success.<\/p>\n\n\n\n c) Hospitality, design, and lifestyle services<\/strong> \u2013 Portugal offers an aesthetic and approach to hospitality that resonates here, particularly in boutique hotels, interior design, and purposeful luxury experiences.<\/p>\n\n\n\n 8 \u2013 IN WHICH SECTORS IN PORTUGAL COULD COMPANIES IN THE COUNTRY WHERE YOU ARE WANT TO INVEST?<\/strong><\/p>\n\n\n\n a) Health and Biotechnology<\/strong> \u2013 Singapore is heavily investing in cutting-edge healthcare services and biotechnology. Portugal has an emerging pharmaceutical and biomedical sector that is well-positioned for growth.<\/p>\n\n\n\n b) Agriculture and Food Industry<\/strong> \u2013 Singapore imports 90% of its food and holds free trade agreements with the EU. In the current geopolitical climate, this should be leveraged to reduce dependence on the U.S. market.<\/p>\n\n\n\n c) Real Estate and Tourism<\/strong> \u2013 There is strong potential through real estate investment funds to develop areas in Portugal for luxury tourism and sustainable hotel projects.<\/p>\n\n\n\n d) Logistics and Ports<\/strong> \u2013 Portugal\u2019s strategic ports connect Europe with Latin America and Africa. As a global logistics hub, Singapore could invest in modernizing Portuguese ports and strengthening maritime links with Asia.<\/p>\n\n\n\n e) Renewable Energy and Sustainability<\/strong> \u2013 As a European leader in renewable energy, Portugal is well placed to support Singapore, which faces challenges in clean energy generation due to its size and geography. The recent investment by the Singaporean Government in EDP Renov\u00e1veis is a strong example of the sector’s potential for Portugal.<\/p>\n\n\n\n f) Technology and Digitalization<\/strong> \u2013 Singapore is one of the world\u2019s leading tech hubs, with strong presence in fintech, AI, and cybersecurity. Combined with Portugal\u2019s growing startup ecosystem, this sector offers significant opportunity. Attracting investment through a competitive incentive network could help position Portugal as a global strategic tech hub.<\/p>\n\n\n\n 9 \u2013 WHAT IS THE COMPETITIVE ADVANTAGE OF THE COUNTRY YOU ARE IN THAT COULD BE REPLICATED IN PORTUGAL?<\/strong><\/p>\n\n\n\n Setting aside political aspects and Singapore\u2019s governance model, I see clear advantages in its business ecosystem that Portugal could seek to adopt. Among the many, I would highlight three particularly relevant ones:<\/p>\n\n\n\n 1. Urban Planning and Infrastructure<\/strong> \u2013 Though smaller than Madeira in land area, Singapore has around 6 million inhabitants, with 77% living in government-subsidized public housing. Exceptional urban planning, a world-class public transport system, and accessible housing for locals create the perfect foundation for the country\u2019s development.<\/p>\n\n\n\n 2. Education and Talent Development<\/strong> \u2013 With a strong focus on STEM (Science, Technology, Engineering, and Mathematics), Singapore prepares, educates, and retains talent to support high-value industries and future-ready sectors.<\/p>\n\n\n\n 3. Digitalization and Government<\/strong> \u2013 Singapore is arguably one of the most digitalized governments in the world today. This translates into greater productivity and significantly more efficient access to public services.<\/p>\n\n\n\n 10 \u2013 ARE YOU THINKING OF RETURNING TO PORTUGAL? WHY?<\/strong><\/p>\n\n\n\n Returning to Portugal is part of my plans, for two simple reasons. First, the desire to come home and be closer to my loved ones. And second, to bring back what I\u2019ve learned as a global manager and contribute\u2014like many of our fellow professionals\u2014to the growth and success of Portuguese companies, supporting their development with international experience and perspective.<\/p>\n","protected":false},"excerpt":{"rendered":"As part of the partnership between the Portuguese Diaspora Council and Jornal de Neg\u00f3cios, Nuno Varandas, International Executive Consultant in Operations and Counselor of the Asia Regional Hub, was interviewed by Jornal de Neg\u00f3cios.","protected":false},"author":10,"featured_media":24976,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"acf":[],"yoast_head":"\n
Almost everyone wants to export their own brand or service, but few are willing to build the brand Portugal<\/em> as a concept \u2014 a representation of an identity and a way of life. We need to think in terms of collective heritage, not just “my” brand.<\/p>\n\n\n\n
We have a global network of Portuguese with access, knowledge, and experience. Some of us \u2014 myself included \u2014 must become more active and engaged in creating that strategic value. We need to feel that sense of responsibility<\/em> \u2014 to connect the dots, build bridges, and take risks.<\/p>\n\n\n\n
Positioning Portugal in the world requires continuity, investment in reputation, and cultural intelligence. In a hyper-connected world, being in the right contexts \u2014 with a clear value proposition, consistent positioning, and international ambition \u2014 is what sets apart those who simply export from those who influence.<\/p>\n\n\n\n
We must position ourselves based on merit and value, not out of need or expectation of support. Economic diplomacy starts with substance, not requests.<\/p>\n\n\n\n