ITALIAN Stefano Pipino is a typical Shenzhen success story. Ten years ago, he came to the city to work for an Italian company. Six years ago, he co-founded a trading company. Four years ago, he co-founded the Italian Chamber of Commerce in Shenzhen.

When Pipino and his Chinese partner started their company Bridge Shine Industrial Co. in 2000, they invested just a little money. But now the company, located at Kerry Center in busy Luohu, has 35 employees and is growing rapidly, exporting a wide range of products including furniture, textiles and electronics to Europe.

"We plan to move the office to the CBD area of Futian at the beginning of next year. We've bought a 1,000 square-meter office at the Times Square," said Pipino, with a cup of espresso - the most popular drink in his office - in his hand.

Doing business in China is easy, because "people here are always friendly and willing to help," said Pipino, 38, managing director of Bridge Shine. As an early comer to Shenzhen, Pipino not only witnessed the growth of his own company, but also the influx of other Italian companies into the city.

"Four years ago, when we founded the Italian Chamber of Commerce in Shenzhen, there were only four to five Italian companies in the city," said Pipino, who is also vice chairman of the China-Italy Chamber of Commerce.

Now the number of Italian companies in Guangdong has grown to nearly 100, with over half of them located in Shenzhen, he said. Every month, the Italian Chamber of Commerce in Shenzhen receives over 10 applications and inquiries.

Having been in China for 10 years, Pipino speaks good Chinese, but he only uses the language in casual situations. He learned the rule the hard way. After he had spent a few weeks in China, he tried speaking Chinese at a dinner, asking a business partner if he wanted some watermelon. He asked: "Ni Yao Bu Yao Sha Gua (Do you want a fool?)" The man's face whitened. Fortunately Pipino's colleague knew he meant "Xi Gua (watermelon)," and explained for him.

"Since then I never speak Chinese in formal conversations," concluded Pipino with a hearty laugh.

Editor: Wing