An exhibition area of 1,200 square metres, a circular dark room for traveling 360 degrees in virtual reality, and 55 companies already operating in China presenting excellent Made in Italy products: these numbers summarise what is to be offered at the Italy Pavilion at the Chengdu exhibition to be held between 20 and 24 September. Italy is the guest of honour this year. The ‘Italian DNA’ code, based on the four elements of sustainability, design, innovation and lifestyle, is what links the sections at the exhibition. It is being coordinated by the Consulate General in Chongqing, the Italian Trade Agency (ICE) and the Italy-China Chamber of Commerce.
The Fair is held in the capital of Sichuan every two years, and is the leading event of this type in Western China. With an exhibition area of 260,000 m2, it was devised as part of the Go West Strategy and the Belt and Road Initiative in 2000.
All the Italian companies will be represented along a route that recounts the values of Italian innovation and tradition, in a permeable area without walls or partitions for visitors to travel through the main areas of cooperation between Italy and China: healthcare (9 companies), clean energy and sustainable urbanisation (7 companies), tourism and lifestyle (6 companies), and the agricultural and food industry (23 companies). The National Tourism Board of Italy (ENIT) was also involved from the viewpoint of cultural and economic promotion and innovation, and will offer Chinese guests “virtual reality trips to Italy”.
For Italy and China, this is an important stopover along the route approaching 2020 (“Road to 50”), when the fiftieth anniversary of the establishment of diplomatic relations will be celebrated. Italian participation at the Fair will be Business-to-Government, confirming the credibility, reliability, safety and sustainability of Made in Italy technology and products to local and central Chinese public institutions. Conversely, Italian companies interested in entering the Chinese market will find a Business-to-Business environment at the Import Expo in Shanghai from 5 to 10 November.
The Italian Consulate General will organise meetings in Chengdu during the fair. There will also be opportunities to examine areas of interest for the Italian business community. The events will include a forum on industrial cooperation and Italy-Sichuan investments, the promotion of Italy as a tourist destination, an Italian-Chinese summit on innovation and a workshop on the protection of cultural heritage and museums. There will also be a meeting focusing on cooperation in the healthcare industry and the ageing society, another meeting dealing with the environment and circular economy, a workshop on bio and new materials, and another workshop on food security.
There will be no shortage of cultural events either. The Incantevole Italia musical event will be held on 20 September when the Carlo Felice Theatre of Genoa and the Sichuan Symphony Orchestra present pieces by Nino Rota as pictures of Italy and its beauty are projected. The day after there will be a screening of the film Nico 1988, winner of the Orizzonte Award at the Venice Festival. There will also be a concert in honour of Paganini, with the Genoa Theatre and the Sichuan Symphony Orchestra once again joining forces. It will end on 22 September with another concert by the Carlo Felice orchestra featuring the music of Brahms.
