RECAP | Caffé Con Gianluca Fiume, 11.04, Beijing

On April 11th, the China-Italy Chamber of Commerce (CICC) and its Italian Quality and Lifestyle Council (IQLC) hosted a talk with Gianluca Fiume, Head of Piaggio Asia-Pacific 2-Wheelerand China at ARMANI/CAFFÈ in Beijing. The talk, titled “Beyond Mobility: Vespa and the Italian Way of Life”, took attendees on a journey through the essence of one of Italy’s most iconic brands.

In his keynote speech, Gianluca Fiume shared Piaggio’s vision, its emotional identity, and its future in the global market—with a special focus on Asia.

• Vespa: An Emotion, Not Just a Ride: Vespa represents more than a means of transportation—it’s a symbol of freedom, beauty, and lifestyle. Piaggio sees itself as part of the “industry of emotions,” where the bond with supporters is rooted in passion and personal connection.
• Strategic Storytelling: Piaggio’s strategy is to delight, entertain, and wow its supporters. Through compelling storytelling, the brand creates meaningful narratives that go far beyond product features to evoke emotion and reflect the elegance, spontaneity, and spirit of the Italian way of life.
• Focus on the Asian Market: Asia plays a pivotal role in Piaggio’s growth strategy. The region’s curiosity and desire for unique experiences make it an ideal market for Vespa. The brand’s strategy in Asia is to create a deep emotional connection with supporters, ensuring that every interaction with the brand is memorable and delightful.

Gianluca Fiume, Head of Piaggio Asia-Pacific 2-Wheeler

Massimiliano Guelfo, Head of Piaggio Group China

Francesco Innocenti, CICC Board Member North China

The event concluded with a lively Q&A session and networking moment set against the intimate setting of ARMANI/CAFFÈ, ideal backdrop for connecting, exchanging ideas and celebrating Italian lifestyle and design.

As always, the China-Italy Chamber of Commerce continues to support Italian companies with targeted events that not only promote Made in Italy but also provide opportunities for updates, networking, and strengthening relationships with local authorities, supporting Italian businesses in their growth and success in the Chinese market.