Italy Exhibits Its Finest at Shanghai Show

Italy is showcasing its industrial range in Shanghai, from suede loafers to Formula One tires, sending a clear message about its plans for China.

The exhibition, Italia Meravigliosa (Amazing Italy), opened last weekend as part of Italy's National Made in Italy Day. Rather than focusing on a single industry, it brings together brands across fashion, design, and manufacturing, including Tods, Ray-Ban, Moon Boots, and Pirelli, among many others.

On the exhibition floor, contrast is intentional. Tod's soft leather shoes and ready-to-wear are near a Pirelli racing tire on a stand. Between them are consumer products such as Ray-Ban sunglasses and Moon Boots – items that move through global retail channels but remain closely tied to Italian design.

The setup reflects Italy's economic profile in China.

Around 1,500 Italian companies operate in China, according to statistics. The largest share is machinery manufacturing (33 percent), followed by automotive and components (13 percent). Fashion, luxury, and design make up 12 percent, healthcare 10 percent, and food and beverages 9 percent.

The distribution highlights a structure that combines industrial production with consumer-facing brands – a mix that has long defined Italy's overseas presence.

The exhibition's framework echoes that combination. The organizers have grouped the displays under four themes – language, innovation, craftsmanship, and taste – linking sectors such as design, manufacturing, and food into a single "Made in Italy" narrative. In practice, the categories function as a way to connect cultural identity with industrial output.

Shanghai provides a relevant backdrop. As one of China's most developed consumer markets, the city continues to host international showcases aimed at maintaining brand visibility and reinforcing positioning. At the same time, it's also a market where local companies have expanded rapidly in areas like design, manufacturing and branding.

Within that context, the exhibition's cross-sector presentation, from lifestyle products to high-performance industrial components, offers a condensed view of how Italy's businesses operate in China.