The “Agenda Talks with Filli Boya” series, which continues its journey to evaluate Türkiye’s economic dynamics and the impact of global developments together with its stakeholders, brought the business community together in Trabzon for its fifth event. Held in a city that serves as a strategic logistics bridge between the Eastern Black Sea and Eastern Anatolia regions, the meeting presented a broad perspective extending from the balance of global markets to the impact of artificial intelligence on the economy. The event also highlighted Filli Boya’s strong contribution to Trabzon’s urban aesthetics, municipal projects and the preparation of valuable private facilities for the future through its advanced product technologies.
Nippon Paint – Betek, a leading company in Türkiye’s paint and thermal insulation market, turned its attention to Trabzon, the heart of the Black Sea region, for the latest edition of its “Agenda Talks with Filli Boya” meetings, launched to strengthen its relationships with business partners and closely follow regional market dynamics.
Trabzon, which has historically served as a strategic gateway for maritime trade and logistics, is now undergoing a transformation driven by tourism, the services sector and investments carried out under the Local Development Initiative Incentive Program. Representatives from the regional construction sector and business community attended the meeting in large numbers.
The event addressed Trabzon’s structural opportunities for the future from all perspectives while presenting Filli Boya’s role as an official municipal partner in urban modernization projects, its contribution to renewing the appearance of the city and the color and durability it has provided to landmark buildings.
Güner: Türkiye Will Stand Out as a Strategic Trade Hub
Evaluating geopolitical changes in global markets and macroeconomic indicators during the meeting, Nippon Paint – Betek General Manager Hasan Gökhan Güner drew particular attention to the impact of the new period between the United States and Iran on regional trade.
Stating that global balances are being re-established, Güner said:
“Developments in international relations and diplomatic activity directly affect trade in the regions bordering our country. We anticipate that an entirely new era of trade will begin after the process, which we expect to conclude with an agreement. The easing of embargoes and the lifting of sanctions will create major opportunities, particularly for Türkiye, which maintains its peaceful position and logistics strength.
At the end of this process, Türkiye will emerge as the largest trading partner and primary supplier of many countries in its region. The incentives introduced by our government, tax advantages for transit trade and financial subsidies also aim to transform our country into a genuine hub for global capital. Within this framework, we expect Türkiye to distinguish itself very positively.”
“We Will Continue to Increase Our Investments in Our Country”
Emphasizing that the company continues its investments without slowing down due to its confidence in Türkiye’s growth potential, Gökhan Güner said:
“As part of this vision, we commissioned our fully automated water-based paint facility in Gebze last year and doubled our capacity. We then took a regional production step in Diyarbakır. To respond to the Black Sea region’s significant potential, we are also evaluating investments and partnerships for local production in the region. With our unwavering confidence in our country, we will continue to increase our investments.
Historical economic cycles also show us that once household savings held outside the financial system reach a certain level, they tend to flow into the real estate sector. Central Bank data confirms that a large portion of household savings is concentrated in these assets. With the expected activity in the coming period, we anticipate a very strong transfer of capital from gold into real estate. Trabzon will become one of the central hubs of this recovery through its urban development initiatives and alternative tourism investments.”
Uludağ: We Are the Brand of Firsts in Türkiye with Our Reliable and Innovative Vision
Speaking at the meeting about the brand’s market strength, consumer perception and social mission, Nippon Paint – Betek Deputy General Manager responsible for Marketing Arzu Uludağ stated that the company’s journey, which began in Türkiye in 1988, evolved into a global technological force following its merger with Nippon Paint in 2019.
Uludağ noted that Nippon Paint operates through a vast ecosystem across 6 continents and 45 countries as one of the world’s three largest paint brands and the leading paint brand in Asia.
“With 60 innovation centers across the Group, we are the only brand in the paint industry that produces its own polymers. As Betek, the brand of firsts in Türkiye, we combine this global strength with our local capabilities. Independent research shows that Filli Boya is the only paint brand among Türkiye’s 10 most trusted brands.
We have never accepted average standards. We believe that our people always deserve the highest quality and the most advanced technology. We regard offering more advanced solutions to our sector and our people as a responsibility we owe to this country,” she said.
Çelik: “We Are Preparing Trabzon’s Urban Landscape for the Future with Our Innovative Products”
Filli Boya Regional Manager Adem Çelik stated that Filli Boya technologies support visionary projects implemented throughout Trabzon and emphasized the local partnerships that are transforming the city’s appearance.
Expressing their pride in enhancing Trabzon’s architectural identity and comfort, Çelik said:
“We are very pleased to serve as the main solution partner for the projects carried out by Trabzon Municipality to modernize the city’s aesthetics and infrastructure. Filli Boya products have been selected for local development projects that renew the city’s main streets and modernize and standardize aging pavements.
As part of this aesthetic and modern transformation led by the municipality, we are preparing Trabzon for the future with our Nucleus brand for exterior protection and our Dalmaçyalı brand for thermal insulation.
One of the finest examples of our partnerships in this city is the Zorlu Grand Hotel Trabzon, one of the city’s landmarks in tourism and business. We renovated the hotel’s facade to protect the building against the challenging climatic conditions of the Black Sea region. Through the strong durability provided by Dalmaçyalı Advanced Thermal Insulation Systems, the facility now offers maximum comfort to its guests in both summer and winter while maximizing energy efficiency.”
A Technological Shield Against the Black Sea’s Challenging Climate: Nucleus
The meeting emphasized the vital importance of protecting building facades and envelopes in regions such as the Black Sea, which experience heavy rainfall, high humidity and challenging weather conditions.
Nucleus, Filli Boya’s new-generation exterior paint developed through the joint efforts of its global R&D network and Frontier Polymer Technology®, acts as a technological shield against the region’s demanding climatic conditions.
Thanks to the micro-particle silicone and special polymer structure in its formula, Nucleus combines maximum water repellency with superior breathability. It allows rainwater to flow away without being absorbed by the surface while enabling moisture inside buildings to escape.
Through its self-cleaning technology, the product preserves the original appearance of facades for years and offers an uninterrupted color-fade guarantee of 5 years for vivid organic colors and 10 years for inorganic colors.
Participants were informed about how this technology, one of the most innovative products developed through the company’s global R&D capabilities, extends the service life of buildings even under severe weather conditions and contributes to the development of sustainable cities of the future such as Trabzon.
The Key to Energy Savings in Buildings: Dalmaçyalı
The meeting also emphasized that thermal insulation is a national responsibility in reducing energy imports, which constitute one of the largest contributors to Türkiye’s current account deficit.
It was stated that 70 percent of Türkiye’s existing building stock still lacks insulation. Participants were also informed about the significant changes introduced by the updated TS 825 “Thermal Insulation Requirements for Buildings” standard.
Under the new regulation, thermal insulation has become necessary not only to reduce heating costs in winter, but also to lower cooling costs resulting from air-conditioning use in summer. Thermal insulation board thickness requirements have also been increased across all provinces in alignment with European Union standards.
Accordingly, the minimum thermal insulation board thickness for new buildings in moderate third-degree climate regions such as Trabzon, Ordu, Giresun and Rize has been increased from 5 cm to 8 cm. In colder fifth-region provinces such as Gümüşhane and Bayburt, the minimum thickness has been raised from 8 cm to 13 cm.
Dalmaçyalı, the first brand to introduce the strategic message that energy savings of up to 60 percent can be achieved in buildings through scientific analysis and comprehensive research, distinguishes itself through the strength of its integrated system.
Technical measurements conducted at Dalmaçyalı’s test houses in Gebze and Kayseri, together with reference projects in provinces with demanding climatic conditions such as Erzurum, clearly demonstrate the savings provided by thermal insulation in buildings.
Dalmaçyalı is the only integrated manufacturer to produce all 7 fundamental components of a thermal insulation system, which must operate in complete harmony with one another, at its own facilities. Through this engineering strength, the brand provides long-lasting and high-performance protection even in the most challenging climatic regions such as the Black Sea.
Since its establishment, Dalmaçyalı has applied approximately 290 million square meters of thermal insulation systems to buildings across all 81 provinces. Through this technological expertise, it has contributed to energy-efficient and comfortable living conditions for more than 12 million people.
Economic Experts Analyzed the Markets in Trabzon
In addition to Nippon Paint – Betek executives, respected figures from the world of economics, Vahap Munyar and Prof. Dr. Erhan Aslanoğlu, a faculty member at the Department of Economics at İstanbul Bilgi University, took the stage for an interactive panel.
The “Agenda Talks with Filli Boya” addressed the impact of global developments on Turkish markets, macroeconomic balances, the effects of artificial intelligence on business practices and Trabzon’s regional trade potential.
Bringing together a broad range of stakeholders from the economic and construction sectors around a shared vision, the event generated strong sectoral synergy in Trabzon.