Boller suggests that China can argue with the West about its development model and political systems. "There are strong and valid arguments that China should not follow the Western path in all respects."

Democracy and market economics are strong global trends shared by all successful countries, but they can and should vary in form according to historical and cultural contexts, he says.

"This is especially true for a country like China, which is not only a nation but a civilized state setting its own standards. An entity of this size and history cannot simply be built and modernized on borrowed values and institutions. Once the West has understood that, exchange and cooperation should be easier."

Following his stint as a journalist, Boller became vice-president of the Swiss-Chinese Chamber of Commerce and later opened a traditional Chinese medicine business in Switzerland, initiated by Amy Wu.

The couple has traveled in almost every region of China, and their journeys have increased their fascination with the country and particularly with traditional Chinese medicine.

Traditional Chinese medicine is based on philosophies of balance and unity of opposites (yin and yang).

"This is the overarching theory and for years we have been promoting that TCM is an essential part of Chinese culture," Wu says.

Boller and his wife also founded a company called Media Tank in 2007, aimed at fostering understanding between China and the rest of the world.

"For that purpose we intended to create a platform on which opinion leaders from Europe and China can personally meet and discuss an issue of common interest and strategic relevance," Boller says.

Media Tank led to a number of exciting encounters, including one between the editor-in-chief of the French newspaper Le Monde and a former Chinese ambassador to France. Recently, it facilitated a meeting between a German philosopher and a Chinese philosopher.

Boller and his wife have also organized a dialogue with Chinese strategist Zheng Bijian, who pushes for reform and democratization in international relations, and have approached Henry Kissinger, the US elder statesman, who warned in his book On China that if the US and China see themselves as rivals it could lead to catastrophe.

The biggest challenge to both sides, Boller says, is to build "strategic confidence".

"Bilateral relations are of the greatest importance and need more care, and we are devoted to promoting such exchanges."