Cluj is a profile in reinvention and innovation where east meets west. Located in the heart of Transylvania, its charismatic mayor Emil Boc emphasizes that a burgeoning startup and technology sector proves there is far more to the city than the famous vampire. “As I like to joke, I am the boss of Dracula,” he says. “We have replaced blood with Wi-Fi.”
Founded in 1213 and with a population nearing 300,000, Cluj boasts a network of universities, attracting a vibrant student and cultural scene and providing the foundation for the city’s transformation. “Drawing on my experience in the US, our ten universities can become the cornerstone of our city’s brand and future development,” Boc says. With ripple effects benefiting sectors as diverse as healthcare and the creative industries, here Boc expands on the successful strategies underpinning Cluj’s evolution.

What factors are driving Cluj’s economic growth?
The talent and universities of our city are our primary competitive advantage. Hence, we have embraced this identity to form the foundation of our knowledge-based economy. To develop this economy, we began by studying global best practices. What are the key ingredients of places like Silicon Valley? First, a strong university presence. Second, a talented population: our city boasts nearly 100,000 students across 10 public and private universities. Third, quality of life: good education, healthcare, infrastructure, and governance. These ensure people have compelling reasons to stay.
Our strategy also addressed infrastructure development. For the IT sector—a key driver of research, development, and innovation—we provided incentives like a 50% tax reduction for constructing green buildings tailored to IT needs. This attracted investment and ensured the development of state-of-the-art offices. Moreover, we prioritized urban planning to allocate land for IT and innovation hubs. These decisions reflect a deliberate effort to create an environment conducive to sustainable growth and innovation.

How does Cluj position itself to attract American tourists?
Cluj remains a pro-European, pro-American city with strong ties to the US, built on both strategic partnerships and people-to-people connections. Many of our university professors studied in the United States, bringing back a deep understanding of democracy—a vital aspect of our post-socialist transformation.

In addition, Cluj hosts The Untold Festival, a world-class music event attracting nearly 300,000 attendees over three days, the Transylvania International Film Festival, now in its 23rd year, and Electric Castle, which brings another unique music vibe. And even though the famous Dracula’s castle is not here in Cluj, we are in the heart of Transylvania, and we can connect our city to the legend in creative ways. Myths like Dracula remain our strongest global tourism draw.

What role can American investment play in Cluj’s evolution?
I invite American investors to explore the opportunities in our city, particularly in infrastructure development. We have ambitious projects in the pipeline: constructing a Metro system, developing a city belt, building an emergency hospital, and implementing a metropolitan train system. Additionally, we are seeking investments in grid technologies and digitalization. Any advancements in these areas are highly welcome.

Furthermore, I encourage American investors to focus on the field of innovation. Cluj is home to a vibrant startup ecosystem supported by a public-private innovation fund, dedicated to fostering entrepreneurship. In addition, we are establishing ourselves as a hub for AI innovation, collaborating with the Technical University to develop a Center of Excellence in Artificial Intelligence, with intriguing opportunities in the defense sector. For venture capital and angel investors, Cluj-Napoca presents a unique opportunity to invest in a thriving innovation sector.

Innovative technology solutions

From its headquarters in Cluj-Napoca, AROBS develops advanced software products, solutions and services. The company specializes in software systems for automotive, medical, marine and aerospace sectors, collaborating closely with high-profile partners like the European Space Agency. While Europe is a primary focus, approximately 20 percent of the company’s business comes from the US. “We aim to grow through acquisitions—but also organically—in the US,” explains CEO and Founder Voicu Oprean. “At present, we are actively pursuing potential targets to establish a stronger footprint in the US.”

AROBS’ continued success relies on the engagement and loyalty of its workforce. After listing the company on the Bucharest Stock Exchange, a generous shareholding program enabled employees to gain a personal stake in AROBS’ success. “It was a large-scale effort involving hundreds of people,” says Oprean. “A generous stock options plan also ensures employees benefit when the company performs well.” This shared sense of ownership accelerates the innovation that’s a product of both in-house R&D and Oprean’s strategic investments in promising IT startups. “I am deeply involved in the startup ecosystem as an investor,” he says. “This is a vibrant area full of opportunities.”

Pioneering Romanian tech innovation

NTT DATA Romania operates within a global group generating around $30 billion in revenue, with a presence in over 50 countries.

Originally established to provide development and testing services for German clients—including BMW—NTT DATA Romania is now a highly regarded subsidiary of a group that provides IT and business services to most of the Fortune Global 100. “While our scale is smaller, our impact can be significant,” explains CEO Maria Metz, who has witnessed the company’s impressive evolution from its earliest days. “One of my key goals as a leader has been to position NTT DATA Romania as a relevant and valuable contributor within the group and the local market,” she says.

In fact, the Romanian operation has already proved its mettle many times, thanks to its ability to pioneer new technologies via a speedy testing and feedback cycle that lends itself to the iterative process that underpins innovative solutions. The company has even developed its own Enterprise Resource Planning (ERP) solution tailored for the manufacturing industry—which is a significant IP asset for the wider group.

NTT DATA Romania has been designated as a Global Delivery Center (GDC)—one of only three in the NTT DATA Inc. network and the sole such center in Europe—providing access to large projects from major markets such as the U.S., Germany, and the U.K. “Although our local revenue may not compare to the scale of these markets,” comments Metz, “our collaboration creates immense opportunities for growth and development.”

From an economic and demographic perspective, Romania demonstrates considerable growth potential. The country’s strategic position as the third largest in Eastern Europe, together with its highly skilled, multilingual workforce and dynamic entrepreneurial culture makes it ideally placed for inward investment. “This combination of technical expertise, multiculturalism, and youthful ambition shapes who we are and what we bring to the table,” says Metz.

However, successful innovation often relies on partnerships across sectors and geographies. NTT DATA Romania welcomes collaborations with major U.S. companies on key projects to create opportunities for growth and ensure that innovation is shared and utilized on a global scale. “I believe it is our responsibility to leverage innovation and bring it to emerging markets, says Metz. “Large organizations like ours have the capability—and obligation—to collaborate, innovate and make meaningful contributions to these regions.”