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Peggy Sito

Danielle Popov

Chinese companies are stepping up efforts to unlock business opportunities in the Middle East to hedge against worsening US-China trade ties, hoping to use the region as a springboard to expand into new markets in Africa and Europe.
They include Hong Kong start-up NEXX Global, a logistics platform operator backed by CK Asset Holdings, and Beijing-based franchise platform operator Tojoy, according to the company officials.
NEXX, which uses generative artificial intelligence to help warehouses reduce costs and improve efficiency, will sign a memorandum of understanding with one of the largest state-owned Qatari logistics groups and Hong Kong-based KEC, a subsidiary of KLN Logistics during a trade mission this week. They aim to create market access in the six countries within the Gulf Cooperation Council (GCC).
Hong Kong Chief Executive John Lee Ka-chiu is leading a delegation of local and mainland businesses to Qatar and Kuwait from this week to strengthen ties with the region. Bilateral trade between Hong Kong and the two Gulf nations reached US$1.8 billion last year, 40 per cent more than in 2018, according to government data.


NEXX’s Hui said Hong Kong companies could offer their expertise in technology and professional services to GCC companies as governments develop their non-oil sectors such as manufacturing, logistics and tourism.
The Middle East partner will provide solutions including warehousing, customs clearance and last-mile delivery. KEC will be responsible for business development and bringing customers to Doha, while NEXX will provide the fulfilment facility driven by its AI platform called NEXXBot.
The joint venture also aimed to extend their cooperation into other sectors including pharmaceutical and cold-chain logistics, Hui said. Middle Eastern companies could expand to China by leveraging Hong Kong’s supply chain, financial and technology ecosystem, he added.


The GCC nations – Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates (UAE) – offer fertile ground for Chinese tech, green energy, and infrastructure firms.
Hui said NEXX was among the first Hong Kong start-ups to establish an office in the Qatar Science and Technology Park, which is funded by Qatar Foundation.
The Hong Kong start-up was established in March 2024 to solve some common problems in the logistics industry, including insufficient land, labour shortages and inefficient management using its intelligent technology. NEXX’s goal is to provide flexible, cost-effective and scalable inventory storage solutions to its customers.
It counts CK Asset, a prominent property and infrastructure firm owned by the family of Hong Kong tycoon Li Ka-shing, as a shareholder. It has brought on clients such as KLN and the Chinese home appliance manufacturer Gree Electric.

Meanwhile, Tojoy is also looking at business opportunities in the Middle East, chairman and CEO Ge Jun said. Its platform Boss Cloud is a digital marketplace where over 5.6 million registered users get digital solutions and resources to overcome their business challenges.
“We have been there a few times, we are exploring options,” he said. “I have been to Abu Dhabi, Dubai and a few other Middle Eastern countries. There is a strong desire to engage in business with Chinese parties.”
Governments in the region operated like a large company, showing an entrepreneurial attitude in addressing business issues, Ge said, and this would create opportunities for Chinese companies to grow and later expand beyond the Middle East.
He sees a “natural fit” for Chinese companies to leverage these individuals’ relationships and resources in Europe, using the Middle East as a hub to expand further into Europe. Hong Kong can play a role by attracting foreign investments into China and bringing Chinese companies to global markets, he added.


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NEXX Global and Tojoy are among companies seeking to establish a presence in the Middle East and explore new markets in Europe


NEXX Global and Tojoy are among companies seeking to establish a presence in the Middle East and explore new markets in Europe.


CK Asset-backed NEXX Global turns to Middle East to hedge against rising US-China tension

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}NEXX Global and Tojoy are among companies seeking to establish a presence in the Middle East and explore new markets in Europe

NEXX Global and Tojoy are among companies seeking to establish a presence in the Middle East and explore new markets in Europe