On Thursday, 14 May 2026, the Italian Chamber of Commerce in China (CCIC), in collaboration with its Italian Quality & Lifestyle Council (IQLC), successfully hosted a seminar at Xiaohongshu Office in Shanghai, focused on the opportunities and challenges for Italian brands using Xiaohongshu as a communication, branding, and marketing platform in China.
Highlights of the event:
Welcome remarks and CCIC IQLC events and objectives’ introduction by Andrea Fenn, CEO Adiacent China and CCIC IQLC Vice-coordinator.
Da Wang, Design Director, Xiaohongshu and Crystal Pang, Lead of Europe & North America, Global Business Solution, Xiaohongshu, explained the digital ecosystem and the role of Xiaohongshu within the country’s marketing landscape. The session explained how the platform operates, its user demographics, content recommendation logic, and the importance of community-driven engagement and localization strategies for international brands entering the Chinese market.
In this context, the seminar saw two presentations from Italian companies successfully operating on the platform: Chenyi (Vanessa) Wang, Global Core Therapies Operations Manager, Zambon, focused on how an Italian pharmaceutical company adapts its product localization, communication, and operational strategies to the Chinese digital environment. Roberto Sergi, CEO Asia,NUO, introduced NUO and the cases of Subdued and Bialetti as examples of brands that successfully adapted their positioning, storytelling, and consumer engagement strategies to Chinese audiences.
The event also welcomed a delegation from Confindustria Romagna, composed of companies operating across different sectors. The delegation was represented by Lara Piraccini, Internationalization Service Coordinator, Confindustria Romagna.
The seminar concluded with a lively Q&A session, fostering direct interaction among speakers, companies, and participants. Representatives from Confindustria Romagna actively engaged with Xiaohongshu speakers and participating companies throughout the event, particularly during the Q&A sessions. Discussion focused on opportunities and challenges for Italian companies entering the Chinese market, with attention to digital communication strategies, localization processes, and potential collaborations between Italian enterprises and Chinese platforms.
CCIC would like to thank Xiaohongshu for hosting the event, as well as to all speakers and attendees for their participation.
