There's been a gold rush of companies pouring into China to try to capitalise on the opening up of the world's biggest market.

But trade is a two-way street, and there's also a growing lobby hoping to persuade Chinese firms to invest overseas.

It's a competitive market, with agencies from around the world touting for business.

And in there among them is One North-East, the only English region with an office in China.

Boundaries

So how do you sell the joys of Gateshead to people who for years have barely looked beyond their own country's boundaries?

Tingmei Deng

That's the challenge for Tingmei Deng, One NorthEast's representative in Shanghai.

"We hold seminars and we meet people and we invite them to the region," she explains.

"We want to ensure they have the right information to decide if there's a business opportunity for their products or services and to understand the social and cultural differences which might affect their success."

She's visited the region herself and is well aware of its charms.

"It's an ideal place to do business and also a nice area to live," she says.

"It has attractive places like Northumbria and Durham and I also enjoy fish and chips and Newcastle Brown Ale and socialising with the people there."

Enthusiasm

But can she pass on her enthusiasm to Chinese businesses?

Working Lunch followed Tingmei on her rounds.

Red 100 could soon be making computers for the UK

Mr Lu Xueshi runs one of China's biggest computer manufacturers, Red 100.

After a year of persuasion, he has finally decided to set up a base in Gateshead.

At the moment, VWell Technology is a small research and development operation.

But Mr Lu has acquired factory premises, and if things work out he could soon be making PCs for major High Street retailers.

Hard work

"We hope that after one year of hard work we can establish a manufacturing base and then develop our business throughout the UK and even the whole of Europe," he explained.

"We think the development of the UK market is the best in the world, and the market in the north-east of England is the most active of all the UK."

So far 23 Chinese companies have set up in the region.

"We are particularly interested in encouraging investment from high tech sectors like IT, nanotechnology, biotechnology advanced engineering," says Tingmei.

Tingmei makes her presentation

The next port of call was the headquarters of Shanghai Healthtech, in the heart of the city.

The company makes cancer treatment equipment and also runs cancer clinics in hospitals.

Chief executive Shipeng Song is looking to move abroad. He's considered the US, where he has worked before, and other parts of Europe.

Tingmei has worked hard to convince him that the north east can offer what he wants.

She believes its emphasis on research and development and its strong universities should meet his demands.

New technology

Mr Song is visiting the north-east this month; if he goes ahead, there could be big benefits to the region.

"We think we can bring an investment of about �4m as well as new technology and research and development in collaboration with local universities," he says.

What's more, Mr Song is hoping his daughter will be able to go to Newcastle University.

As trade links between the two countries strengthen, it's certain that One NorthEast won't be alone in China for long.

But in this fast-growing market, a head start can be a valuable asset.