The Embassy of Italy to Viet Nam celebrated the one year anniversary of Italy’s nation-branding communication campaign promoting “Made in Italy” named beIT in Viet Nam. — Photo courtesy of the Embassy of Italy to Viet Nam

The Embassy of Italy in Viet Nam last week celebrated the one-year anniversary of Italy’s nation-branding communication campaign promoting “Made in Italy” named beIT in 26 countries worldwide, including Viet Nam.

“Italy is simply extraordinary: beIT” was officially launched in October 2021 by the Italian Ministry of Foreign Affairs and International Co-operation and the Italian Trade Agency. The campaign aimed to increase exports through the introduction of Italy’s strengths and extraordinary potential in an original and innovative way as well as boosting the globalisation of enterprises, expanding and diversifying foreign markets, especially for small and medium-sized Italian companies.

In Viet Nam, the campaign was presented in December 2021 at the Italian food and beverages exhibition “A Taste of Italy Everyday” in Ha Noi, followed by “Viet Nam International Fashion Week” in HCM City. Since then, beIT has held many activities related to culture, arts and commercial promotion, catching the attention of the Vietnamese public.

Speaking at the event, Antonio Alessandro, Italian Ambassador to Viet Nam, said that this is a national brand-building programme. "Viet Nam is our important and largest partner in Southeast Asia. Italy does not have many natural resources, so we have to work hard to create quality products. Building a national brand is important and Viet Nam is doing very well now. The campaign has contributed to promoting the national brand in Viet Nam. I'm very happy that Vietnamese people always accept the brand from Italy."

After one year of implementation, beIT has not solely introduced Italy’s unique culture and lifestyle, but also highlighted the pioneering spirit through globally recognised, world-class products and services. Such a spirit is inspired by 6 core values including creativity, passion, heritage, style, innovation and diversity.

Francesco Arcuri, Head of Economic and Commercial Section at the Embassy of Italy in Viet Nam, said in the campaign, they focus on four areas including machinery, automation and components; aerospace technology and advanced security; the third is fashion, luxury goods; and the fourth is the automotive and marine industry.

“In these areas, in the near future, we will have plans to promote Italian trade and investment in Viet Nam."

The campaign also creates a “green” impact: for every 10,000 views of the video campaign, a tree will be planted in 3 Italian regions: Basilicata, Tuscany and Puglia, shaping the first ever “Made in Italy” forest and contributing to a greener planet.

The famous car brand from Italy - Ferrari debuted the 296GTB supercar at the event. — Photo courtesy of the firm

Also at the event, the famous car brand from Italy - Ferrari debuted the 296GTB supercar for the first time in Viet Nam. This is a big brand in the production of super sports cars associated with Italy since 1939. This event opened the way for trade promotion activities in this field in Viet Nam. — VNS