Tourism and design are the themes around which the Week of the Italian Cuisine in the World was organised in Kazakhstan by the Italian Embassy in Astana, which, in collaboration with GoodProject (a platform of ten of the country’s top-rated restaurants) and star chef Chiara Pavan, developed a programme of various convivial and promotional events.
“We wanted to involve the Kazakh public and give them a unique experience of taste and well-being”, said Ambassador Marco Alberti. This is basically the sense of the Week of the Italian Cuisine, to fascinate, to involve, to position. We have used two powerful drivers, tourism and design, which synthetise the narrative of quality that characterises Italy in the world. Made in Italy is not just a product, but a way of being, indeed of ‘well-being’, which generates differential value for Italy. Italian cuisine is not only recipes, but, soon, we hope it will also be UNESCO intangible cultural heritage”.
Events included a dinner (“Post the night! Italy flies, fly to Italy”) centred on cuisine-culture-tourism, the winning triad of an Italy that is increasingly popular in Central Asia. Bloggers, influencers, and journalists posted hundreds of images, videos, and comments dedicated to the night and Italian cuisine. Up for grabs, for the two posts with the most likes, were two trips to Italy offered by the Neos airline, aimed at getting to know Italy’s UNESCO heritage sites as well as Italian cuisine.
Cuisine & design, on the other hand, is the link proposed for another convivial event, held inside the showroom of Poliform, an Italian furniture company, in the heart of the Kazakh capital. For one evening, the entire exhibition space became the stage for an integrated promotion of our country centred on the excellence of ingredients through the recipes proposed by chef Pavan and on the materials of Italian manufacturing.