Baby food laboratory. Pronuben Baby was created to address the food safety crisis that shook China. The infant poisoning incident in 2008, which affected 6000 babies and resulted in several deaths, led the founders of Pronuben Baby to establish a brand from scratch and sell it in China. Despite the seemingly idyllic entry, they warn that it has not been easy: "In China, they constantly try to impose import barriers. They change the legislation overnight, from cans to lithographs, labeling, ... to favor the domestic industry. But they indeed have a real food safety problem. The consumer wants products manufactured in Europe and the United States," adds Sainz, one of its founding partners. Like them, many other brands tried to seize the moment: "When we landed there, there were 1300 brands trying to take advantage of the opportunity. Now there are 137. Two of them are Spanish, one of which is ours." The keys to surviving the selection process: "Take great care of the brand image, from packaging tailored to local tastes to where you advertise your name (on prestigious portals and associating the brand with popular websites like Real Madrid's), being in the right moment, being persistent, and being clear about what you want. Any project in China should be considered medium to long-term."