True Italian Taste


The China-Italy Chamber of Commerce engages in the promotion of the authentic Italian agricultural food products through the project True Italian Taste.

The project True Italian Taste is promoted and funded by the Ministry of Economic Development and carried out by Assocamerestero (the Association of the Italian Chambers of Commerce Worldwide) in cooperation with the Italian Chambers of Commerce abroad. The purpose is to enhance and safeguard the authentic Italian agri-food products. True Italian taste is part of the program "The Extraordinary Italian Taste".


The project aims at promoting authentic Italian products to hinder the issue of the Italian sounding. The Italian sounding phenomenon includes products with an Italian appearance, but not attributable to an authentic Made in Italy production chain. These products are available on foreign markets and distributed through designations and packaging that lead to an Italian feeling. Consumers are misled into buying products that are not authentic Italian which damage the image of those authentically Made in Italy. The CICC aims at protecting authentic Italian products through promotional actions that raise awareness about the genuine Italian Food & Wine productions among Chinese consumers.


The China-Italy Chamber organizes different activities throughout the year to maximize the promotional campaign. Main actors of the activities and events are KOL and influencers, who bring great value to the planned initiatives and maximize the channels of information transmission.

KOL and influencers include the following categories: Mavens (specialists in the field, such as nutritionists, chefs, shopkeeper, restaurateurs and journalists), Connectors (journalists, media influencers, bloggers, academics and opinion leaders), Sellers (importers, distributors, shopkeeper, restaurateurs).

The list of activities for 2019 include: masterclass, offline events aimed at the presentation and promotion of authentic Italian products, realization of promotional videos to be shared on social platforms and realization of incoming and educational tour in Italy for Chinese operators in the sector.

Through the planned activities, the CCIC focuses on:

  • Enhancing the authentic Made in Italy products and highlighting genuine Italian products;
  • Help local consumers to recognize authentic Italian products compared to the "Italian Sounding" ones;
  • Supporting Italian SMEs in increasing their presence in the Chinese market through B2B meetings with local companies in the food&wine sector;
  • Maximize the visibility of Italian companies already active in the local market.


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