“ASIA is the home of Genghis Khan and the stirrup was invented here in China,” says Michael Connolly, referring to long-past links to the horse in Chinese culture. Reigniting that affinity is good not only for the Kilkenny man’s Red Mills feed company but also for other Irish firms and individuals looking to gain a foothold in this complex market.

Professor Pat Wall is another with vast experience of the Chinese market. “The Chinese had horses years ago, back in the era of Genghis Khan but there is no tradition now. So we nearly have to reintroduce the horse here again and while there is a market, it’s a slow burn.”