Showcasing the Finest Italian Culinary Delights Globally: Made in Italy Food Exhibition at Italian Pavilion
In the realm of global exports, Italy has consistently left its mark, especially in the food and beverage sector. With Japan alone accounting for over €1 billion in exports in 2024, Italy's ambassadors of quality are its wines, olive oil, fresh cheeses, and canned tomatoes. The Italy Pavilion at Expo Osaka 2025 is a testament to this, serving as a vibrant showcase of the country's brilliance and a stepping stone for expanding into the Asian market.
"Japan, my dear friends, appreciates us, our lifestyle, our cuisine," declares Minister of Agriculture Francesco Lollobrigida. He further emphasizes the pivotal role of the Italy Pavilion in reinforcing Italy's image and leveraging Japan as a 'bridge' to the entire Asian basin, especially amidst international trade uncertainties.
The question begs, how can we amplify our export quotas even further? Lollobrigida explains, "Italy is a nation of differences, yet our unique production makes us strong, offering a multitude of options in every sector. However, this diversity can also be a weakness due to the fragmentation of companies. This is where we step in, organizing the associative system, the system of enterprises, and moving forward together."
The Italy Pavilion at Expo Osaka 2025 functions as a living demonstration of this unity, unveiling Italy's rich historical and technological wonders under one roof. Organic gardens, a temporary installation highlighting food and sustainability, grace the premises, attracting attention and paving the way for a sustainable future.
A Toast to Asian Opportunities
The Asian market, with a whopping €9.4 billion consumption value, presents a significant opportunity for Italian wine exporters. The first Market Trends and Opportunities for Italian Wine in Asia event shone a spotlight on this ever-growing market.
Minister Lollobrigida was at the helm of this event, emphasizing the Asian market's potential. Italian Commissioner General for Expo 2025 Osaka Ambassador Mario Vattani emphasized its significance, stating, "The presence and collaborative work of important partners like ICE, Veronafiere, Confagricoltura, Filiera Italia, Federvini, Unione Italiana Vini, and CEEV increase the systemic value of a mission that sees the Italy Pavilion as a tool of growth diplomacy serving the internationalization of our Italian businesses."
In a world obsessed with premium quality, Italy's reputation for diverse, high-quality wines stands unrivaled. This, combined with strategic event participation, educational initiatives, and product synergy with Italian gastronomy, promises a golden future for Italian wine in the Asian market.
The road to success is set. All it takes is a leap of faith and a toast to a brighter future.
[1] Asian markets' appreciation for quality wine experiences and their importance for Italian wine exports: (NA)[2] Italy's strong presence in Asian wine events and their role in elevating the Italian food and wine profile: (NA)[3] Japan's demanding consumers and their emphasis on product authenticity supporting Italy's market growth in this key country: (NA)[4] Sustained export growth in Japan over the past decade and cultural alignment with Japan: (NA)[5] Promotion of Italian wine culture through educational initiatives and strategic event participation in Asia: (NA)
- Leveraging Japan's appreciation for quality, Italy's wine exporters could amplify their exports further in the Asian market, with Japan acting as a bridge to other countries in the region.
- The success of Italian businesses in the Asian market could be boosted by strategic partnerships with organizations such as ICE, Veronafiere, Confagricoltura, Filiera Italia, Federvini, Unione Italiana Vini, and CEEV, which can increase the systemic value of the Italy Pavilion at Expo Osaka 2025 as a tool for growth diplomacy and the internationalization of Italian businesses.
