For years, the Visegrad Group was more of a memory than a working alliance. Summits were frozen, political relations between Warsaw and Budapest cooled, and many Polish companies quietly crossed Hungary off their expansion shortlist.

That chapter is closing. In 2026 the V4 is back on the agenda – and for Polish businesses looking for their next growth market, Hungary deserves a fresh look.

In this article we cover three things:

1. What has changed in the V4 and Polish–Hungarian relations
2. Why Hungary is a strong market for Polish companies right now
3. How to enter it efficiently with a modern sales ecosystem: Salesrock + MoreThanSales.ai + UCC's Aiden suite

1. The V4 is back: what changed in 2026

After Hungary's change of government in spring 2026, the new Hungarian Prime Minister Péter Magyar chose Warsaw as the destination of his first foreign trip, signalling a reset in bilateral relations. Shortly afterwards, Prime Minister Donald Tusk announced that Poland wanted to "unfreeze" the Visegrád format.

On 23 June 2026, the prime ministers of Poland, Hungary, Czechia and Slovakia met in Gödöllő near Budapest – the first V4 leaders' summit in more than two years. The four leaders agreed to meet in the V4 format before every major EU summit to coordinate positions where their interests align. They don't agree on everything, and they said so openly – but the channel is open again.

Why does this matter for business? Because political warmth tends to turn into practical things: more trade missions, more chamber events, more government-backed investment programmes, and – maybe most importantly – more openness among buyers to work with partners from the other country.

2. Why Hungary is a smart market for Polish companies

The trade relationship is already big

According to the Polish–Hungarian Chamber of Commerce, bilateral trade in goods is around EUR 14.5 billion a year. Polish exports to Hungary reached about EUR 9.3 billion in 2025 (Statistics Poland), and Poland is one of the top food suppliers to the Hungarian market. Investment flows go both ways too: by the end of 2024, Polish investments in Hungary stood at roughly EUR 1.3 billion, with a similar amount of Hungarian capital invested in Poland.

…and there is clear room to grow

Here is the interesting part: since 2010, Hungary has slipped from Poland's 9th to its 12th largest export destination, and its share of Polish exports has edged down from 2.8% to 2.5%. In other words, the relationship has grown – but not as fast as it could have. With political relations warming, that gap is an opportunity for Polish companies that move early.

Close, familiar, and frictionless

• Proximity: Budapest is a day's drive from southern Poland, through Slovakia – no customs, one EU single market.
• Cultural trust: "Polak, Węgier – dwa bratanki" isn't just a saying. Polish suppliers start with goodwill that German or Western competitors don't have.
• A compact, reachable market: around 9.6 million people, with economic activity heavily concentrated around Budapest and a handful of regional industrial hubs (Győr, Debrecen, Kecskemét, Székesfehérvár). A focused team can cover it.
• Strong industrial base: automotive, electronics, battery manufacturing, food processing and logistics all create steady demand for B2B suppliers, services and technology.
• A regional springboard: together, the V4 countries have a population and economy comparable to Italy. A presence in Budapest strengthens your position across the whole Central European region.

The catch: Hungarian is a hard market to "wing"

Hungarian buyers expect communication in Hungarian, and the language is notoriously hard to fake. Translated cold emails, generic English landing pages and one-off trade fair contacts rarely convert. To win, you need local-language outreach, consistent follow-up, and a clear view of every lead – from first contact to signed contract. That is exactly what a modern sales ecosystem solves.

3. The ecosystem: MoreThanSales.ai + UCC's Aiden suite

At Salesrock we don't believe in stitching together random tools. For Polish companies entering Hungary, we work with two platforms that are designed to work together.

MoreThanSales.ai – the engine that creates the pipeline

MoreThanSales.ai (MTS Sales Compass) is a fully outsourced B2B lead generation ecosystem – from finding leads to booking the first meeting. It is not just an email automation tool:

• 60.8 million European decision-maker contacts (not purchased lists) – so you can pinpoint the right Hungarian companies and the right people inside them.
• Target group research and persona mapping before a single message goes out.
• Multichannel outbound sequences: automated email campaigns with follow-ups plus LinkedIn automation.
• AI voice agent: fast AI call-throughs and phone number validation, so your sales team only talks to genuinely interested prospects.
• Real-time dashboard with KPI tracking across every campaign.

UCC's Aiden suite – the CRM and engagement backbone

United Call Centers (UCC) combines more than 25 years of customer engagement experience with AI. Its Aiden suite – including the award-winning Interevo® digital engagement platform – is where leads are captured, managed and converted:

• CRM and marketing integration to automate processes and capture qualified leads instantly.
• Real-time analytics with KPIs and live, store- and campaign-level insights.
• Multi-brand, multi-market management from one platform – ideal when you sell in both Poland and Hungary.
• Field sales support: guided workflows, customisable multimedia surveys, QR-based customer registration and an integrated knowledge base.
• Enterprise-grade security: role-based access, two-factor authentication, end-to-end encryption and daily cloud backups.

Beyond Interevo, the Aiden family also covers AI agents (Smart IVR, voice and chat FAQ) and customer satisfaction measurement – so the same ecosystem can grow with you from first contact to after-sales care.

Why they work better together

MoreThanSales.ai works with the Aiden suite as its CRM. That means no exported spreadsheets, no lost leads and no "who called this prospect?" moments:

Why Salesrock?

Salesrock is a Polish–Hungarian team: we work from Poland, and our sister company Adsrock has been building marketing and sales systems in Hungary for years. We are also the official distribution partner of UCC's Aiden suite in Poland – so we don't just recommend the ecosystem, we implement it, integrate it with MoreThanSales.ai and train your team to use it.

The V4 is back. The doors in Budapest are opening again. The companies that build their Hungarian pipeline now will be the ones closing deals while their competitors are still "thinking about it".

👉 Talk to Salesrock about your Hungarian market entry

👉 Book a free 30-minute B2B sales assessment with MoreThanSales.ai

Sources: Euronews; PAP; EU Perspectives; Kyiv Post; XYZ.pl – Hungary after Orbán; XYZ.pl – Poland matters to Hungary; United Call Centers – Interevo; MoreThanSales.ai.