Danish manufacturing companies have, like their Western competitors, invested heavily in China during the recent wave of globalization in order to establish Chinese production-oriented subsidiaries. Based on Joanne Martin's ''three perspectives'' theory on organizational culture, and through interviews with executive and middle-level managers at Grundfos and Maersk Container Industry at their Danish headquarters and their affiliates in China, this paper explores how Danish companies today navigate in the tension between a proud Danish heritage and an increasing need to compete head-on with fast-growing Chinese competitors.