New Member Spotlight: Bijen
We are delighted to welcome BIJEN as one of the newest members of the Benelux Chamber of Commerce East China.
A Dutch e-bike brand, BIJEN combines elegant European design with intelligent e-mobility technology to create a new way of experiencing city life. With a focus on effortless riding, refined aesthetics, and sustainable mobility, BIJEN is bringing a fresh perspective to urban transportation in China.
Recently, our colleagues visited BIJEN's impressive new flagship store in Shanghai's Jing'an district. They had the opportunity to test ride BIJEN's latest urban e-bikes, enjoy a great cup of coffee at the in-store café, and sit down with the BIJEN team to learn more about the brand, its philosophy, and its ambitions for the Chinese market.
Read on for our conversation with BIJEN.
1. Who is Bijen?
BIJEN is a Dutch-inspired e-bike brand dedicated to redefining urban mobility. Founded on the belief that cycling should be effortless, elegant, and accessible, BIJEN combines European design aesthetics, intelligent e-mobility technology, and a deep understanding of modern city life.
The name BIJEN comes from Dutch, meaning “bees” — a symbol of vitality, movement, and freedom. Just like bees moving through nature with purpose and lightness, BIJEN hopes to help people rediscover the joy of moving through the city in a more natural, healthy, and sustainable way.
2. What sets BIJEN apart from other e-bike brands?
BIJEN transcends the conventional definition of an e-bike brand.We envision e-bikes as a sophisticated lifestyle solution for modern urbanites.
What distinguishes BIJEN is our relentless pursuit of equilibrium—seamlessly balancing performance, aesthetics, comfort, and simplicity. We believe good technology should not feel complicated. It should work naturally in the background, intuitively supporting the rider to make every journey effortless and pleasurable.
From precision frame geometry and minimalist cable integration to advanced torque-sensing assistance, refined motor tuning, certified battery safety, and ergonomic comfort, BIJEN is dedicated to curating a refined riding experience—rather than merely accumulating features
3. Could you tell us more about BIJEN's bikes and the philosophy behind your products?
BIJEN Urban E-Bikes: Ride Beyond Limits
BIJEN is dedicated to crafting premium urban e-bikes tailored for daily commuting, leisure riding, and short-distance city travel.
Our Urban Series—including models like the AMS275 and PAR260—is designed to accommodate different rider heights and preferences. Each bike features a lightweight frame, torque-sensing assistance, whisper-quiet motors, ergonomic saddles, integrated lighting, and a clean, minimalist aesthetic.
At BIJEN, we believe technology should enhance—not replace—the joy of cycling. Our electric assistance supports your ride, making hills easier and distances shorter, while keeping the experience natural and engaging. You arrive at your destination feeling refreshed, not fatigued, and certainly not disconnected from the ride itself.
Beyond performance, BIJEN places great emphasis on design and color identity. Inspired by the tones of European cities and natural landscapes—from the canals of Amsterdam to the streets of Paris and London—our color palette transforms each bike into more than just a mode of transport. It becomes a personal lifestyle statement.
4. Are there any similarities between Dutch and Chinese biking culture?
Although the Netherlands and China approach cycling differently, there are clear similarities—along with some interesting contrasts.In the Netherlands, cycling is simply part of everyday life. It is practical, natural, and fully integrated into how cities move. People ride to work, to school, to run errands, or to meet friends. Here, cycling is not just a sport—it is a normal and reliable way to get around.
China also has a deep bicycle culture. For many people, bicycles carry memories of daily life, family, and the city itself. In recent years, as cities focus more on lifestyle, health, and sustainable mobility, cycling is becoming popular again—especially in a modern, stylish, and experience-driven form
This is exactly where BIJEN comes in: We bring together the Dutch cycling spirit with the speed, creativity, and lifestyle needs of Chinese cities.
5. Looking ahead, what is BIJEN's vision for the Chinese market?
In China, BIJEN envisions a future where urban mobility is not just a means to an end, but a refined and desirable lifestyle. We exist to transform the electric bike from a mere commuting tool into something far greater: a statement of style, a commitment to sustainability, and a key to unlocking the city.
We believe that cycling should never feel like a chore. By seamlessly blending cutting-edge technology, sophisticated design, and uncompromising safety, BIJEN removes the barriers of distance and physical strain. Whether navigating the daily grind, exploring on a weekend whim, or embarking on a spontaneous urban adventure, every journey becomes effortless and deeply enjoyable.
Our ultimate vision is simple yet profound: to help people reclaim their freedom, one elegant ride at a time.
