Quote from Alex bobby on April 7, 2025, 5:41 AM

Beyond the US: VivaTech’s Call for Startups to Embrace Global Markets Amid Tariff Tensions

As Europe braces for another round of trade tensions with the United States following the latest hike in tariffs, the continent’s tech and startup community is focusing on a different kind of diplomacy — one rooted in innovation, collaboration, and a broader view of global opportunity.

François Bitouzet, Managing Director of VivaTechnology — one of Europe’s largest tech conferences — believes this is a moment of paradox. While politics and tariffs threaten to widen the Atlantic divide, business leaders and entrepreneurs are instead looking to tighten cross-border ties. “Today, what's happening, which is rather paradoxical, is that there are clouds gathering over these customs duties,” Bitouzet told Euronews Next. “But in terms of business, people are even more keen to forge closer links between Europe and the United States.”

Strengthening Ties Amid Rising Barriers

This June, VivaTech will welcome nearly 14,000 startups from around the world to Paris. The timing is fraught, as U.S. President Donald Trump’s administration has unveiled plans to impose 20 percent tariffs on the EU’s exports — in addition to existing levies on steel, aluminum, and automobiles. Europe, in turn, is weighing its response. French government spokesperson Sophie Primas recently signaled plans to target untaxed U.S. digital services like Meta and Google, reviving long-standing tax disputes that go back to France’s 2019 digital services tax.

Despite the political posturing, VivaTech will feature a U.S. pavilion for the first time, showcasing American startups eager to collaborate with their European counterparts. Major U.S. tech giants including Nvidia, Meta, Google, and IBM are also set to attend — even as they potentially face retaliatory measures from Europe.

“The presence of American tech companies, even amid trade frictions, shows that from a business point of view, people want to tighten the lines so that business can continue on both sides,” Bitouzet explained.

Looking Beyond the United States

But VivaTech is not only about bridging Europe and America. Bitouzet is emphatic that startups must stop viewing the U.S. as the only viable market for growth. “What’s important for start-ups to understand is there are other world markets beyond the United States,” he said.

Indeed, this year’s conference places a renewed focus on global markets like India, Japan, South Korea, and Canada. “India is back with a vengeance,” said Bitouzet, noting the country's rapid digital acceleration and expanding startup ecosystem. “And we have increasingly strong links with Japan and South Korea, so we need to think about how we can move forward with other countries too.”

Canada, meanwhile, has been named the featured country at this year’s VivaTech. A press conference hosted by the Canadian embassy in Paris underscored the growing importance of transatlantic tech ties beyond the usual U.S.-EU axis.

The Internal Challenge: Europe's Fragmented Tech Market

While the external outlook broadens, Europe faces its own internal hurdles. Despite the European Union’s single market framework, startups still struggle to expand across borders due to language barriers, regulatory differences, and inconsistent market conditions.

“People often say that Europe is a single market, but for start-ups, this is not yet the case,” said Bitouzet. “If you're a French start-up and go to Germany, there's a different language and other types of regulation. So how can we create a real single market for start-ups at European level?”

It’s a crucial question for Europe as it seeks to build homegrown tech giants capable of competing on a global stage. Fragmentation within the EU remains one of the biggest obstacles to scale and speed — both of which are essential in today’s fast-paced tech landscape.

A New Era of Strategic Collaboration

Bitouzet’s remarks come at a pivotal moment for Europe’s tech community. Global power shifts, geopolitical tensions, and technological revolutions like AI are rewriting the rules of innovation and competition. For startups navigating these waters, adaptability and global thinking are no longer optional — they are essential.

At the same time, the traditional dominance of the U.S. as the default market for scaling is being challenged. Emerging ecosystems in Asia, Latin America, and Africa are rising fast, offering fresh opportunities for growth and collaboration.

“We need to create a more independent tech identity for Europe,” Bitouzet said. “And that starts with the willingness to make decisions together — and to act on them.”

Conclusion: A Time to Rethink, Reconnect, and Rebuild

VivaTech 2025 arrives not just as a showcase of innovation, but as a symbol of where the global startup ecosystem is headed. The world is bigger than Silicon Valley, and Europe’s next chapter depends on its ability to think and act beyond its borders — and beyond its old habits. While tariffs and politics may dominate headlines, the real battle lines are being drawn in boardrooms, pitch decks, and conference halls like VivaTech — where the future of global tech collaboration is being forged, one conversation at a time.