Italian Style: Italian excellence in style for the chinese market

Round table discussion on “La Cina che verrà” (The China that is Coming), how the tastes and buying habits of the Chinese who come to are changing Monday 18 November, 6.30 pm, , the Buzzati Room, Via Balzan 3 Milan, 18 November 2013 – Style, the RCS current affairs, lifestyle and fashion supplement of Corriere della Sera, in conjunction with the Italy China Foundation presents the latest issue of ITALIAN STYLE, the Mandarin-language magazine dedicated to Chinese tourists intending to visit Italy.

“From the first issue a few months ago, Italian Style has become the leading magazine for Chinese readers who want to get involved with the world of Italian excellence”, – says Carlo Montanaro, Editor of Style – “Strong recognition of Western culture, its quality of life, and increasing appeal in the Chinese market, inspired us to create ‘The China that is coming’. “With the Italy China Foundation, we will explore a topic that is so pressing today. “A meeting and dialogue to get a better understanding of the tastes and habits of Chinese tourists”.

The round table discussion “La Cina che verrà” – on Monday 18 November at 6.30 pm in Milan, in the Buzzati Room in Via Balzan 3, will feature the Editor of Corriere della Sera Ferruccio de Bortoli and Carlo Montanaro, Editor of Style, with: Cesare Romiti, Chairman of the Italy China Foundation; Thomas Rosenthal and Francesco Boggio Ferraris respectively Strategic Development and External Relations Manager – Director of the Enterprise Study Centre and Didactic Manager and Teacher at the Chinese Language and Culture School of Lifelong Learning both members of the Italy China Foundation; Li Bin, Trade Consul at the General Consulate of the PRC in Milan; Renzo Iorio, Chairman of Federturismo Confindustria (the Confederation of Italian Industry, branch for Tourism) and Coordinator of Expo. The sociological analysis of the phenomenon will be carried out by Paolo Salom, export in China and journalist for Corriere della Sera, and the sociologist Domenico De Masi, Professor at La Sapienza University, .

Distributed throughout China and Italy, Italian Style is available in China at: the Italian Embassy which provides a copy to anyone applying for a visa to Italy, whether for an individual or group; the partner tour operators, guaranteeing a constant flow of tourists from China to Italy; display spots in Beijing in luxury hotels and recreation centres. In Italy: c/o selected 4 and 5-star hotels in Milan, Rome, and Venice (the top cities discussed in Italian Style) and the most elegant male fashion boutiques in the Style Club. The app version of the magazine can also be downloaded free of charge using all devices (Apple and Android), including bookmarks and an address book, and enables the user to find the best shops in town via geo-referenced maps and to share the addresses on the social network. The city featured in the latest issue of Italian Style, coinciding with the round table event, is Rome: with detailed maps illustrating the most important High Streets – from Via Condotti to , to Via del Babuino; recommended restaurants and characteristic bistros , trendy spots and breathtaking terraces for an aperitif or nightcap; a guide to the art treasures of the capital, including buildings not to be missed and less well-known buildings such as Tempietto del Bramante and the Gardens of Villa Medici. In addition, the specials dedicated to fashion, jewellery and watches, a broad-reaching survey of the and design academies attended by students from throughout the world (including many from China) with addresses, and useful information to enrol, and interviews with Paolo Barilla, a global entrepreneur, and Ferzan Ozpetek, a film director famous in China for his triumphant production of La Traviata by Giuseppe Verdi, who talk about their relations with China.

“ltalian Style has returned excellent results for this issue too, with a growth trend after the first issue both in terms of the number of clients and revenue”, – says Raimondo Zanaboni, Director General of advertising at RCS – “A project designed for an interesting new international target, to whom we offer the positioning and authority of the Style tradition, whose value was immediately recognized by investors. Clients include, in addition to the principal fashion and luxury accessory brands (above all in the sector of wristwatches), a range of brands which have strategically chosen Italian Style for visibility in this market”.