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“Italy is simply extraordinary: beIT”

Rome, 29 november “Italy is simply extraordinary: beIT” is the new communication campaign for the promotion of Made in Italy, Italian exports and the internationalization of the economic system, launched by the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency in 26 target countries, including Vietnam.

“Creativity, passion, tradition, innovation, style and diversity, […] the six words from which the tale of of the “beIT” campaign begins: they are the six values, the mix of which give back the uniqueness of our country”, said the Italian MFA at the launch event.

Watch the video-spot of “beIT” on:

For more information, visit the official landing page:, also available in Vietnamese at:


Hanoi, 14th December 2021 – The Embassy of Italy in Hanoi and the Italian Trade Agency – Ho Chi Minh City Office are glad to present “Italy is simply extraordinary: beIT”, the communication campaign for the promotion of “Made in Italy” in 26 selected countries, including Vietnam.

The campaign will be officially launched in Vietnam on Thursday 16 December at 15:00 at the Hanoi AEON Mall Long Bien (No. 27 Co Linh Road), on the first day of the Italian food & beverage exhibition “A Taste of Italy Everyday”. It will also be presented in Ho Chi Minh City by the Consulate General of Italy on Monday 20 December in the framework of the “Vietnam International Fashion Week”.

The new campaign pursues two main objectives: to promote Italian export by presenting to the international public in an original and innovative way Italy’s extraordinary talents, skills and potential; and to support the internationalization of Italian companies, in particular small and medium-sized, by expanding and diversifying foreign markets.

The “beIT” campaign will be carried out in two phases. Until March 2022, it will be deployed globally and will illustrate some of the key “values” that identify Italy around the world: creativity, passion, heritage, style, innovation, and diversity. In the second phase, until August 2022, the campaign will focus on the opportunities for Italian companies and “Made in Italy” products in each of the 26 selected country, including Vietnam.

This “nation branding” campaign will offer a new visual and communication identity for the promotion of Italy worldwide. It will be developed mainly on digital channels, through dedicated “landing pages” and social profiles. Many original contents, also featuring world-famous Italian personalities, will be created specifically for the campaign.

The campaign also has a “green” impact: for every 10.000 views of the video campaign, a tree will be planted in Italy. As of today, more than 250 trees have already been planted.

For more information, please contact:

Embassy of Italy in Hanoi: or Italian Trade Agency Office in Ho Chi Minh City: