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Italy is simply extraordinary: one year of beIT in Vietnam

October 2022 marks the 1 year anniversary of Italy’s nation-branding communication campaign promoting “Made in Italy” in 26 countries worldwide, including Vietnam.

“Italy is simply extraordinary: beIT” was officially launched in October 2021 by the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency. The campaign aims to achieve two main objectives: increasing exports through introduction of Italy’s strengths and extraordinary potentials in an original and innovative way; boosting the globalization of enterprises, expanding and diversifying the foreign markets, especially for small and medium-sized Italian companies.

In Vietnam, the campaign was presented in December 2021 at the Italian food and beverages exhibition “A Taste of Italy Everyday” in Hanoi, followed by “Vietnam International Fashion Week” in Ho Chi Minh City. Since then, beIT has accompanied many activities related to culture, arts and commercial promotion, catching the attention of the Vietnamese public.

After 1 year of implementation, beIT has not solely introduced Italy’s unique culture and lifestyle, but also highlighted the pioneering spirit through globally recognized, world-class products and services. Such spirit is inspired by 6 core values: “creativity, passion, heritage, style, innovation and diversity”.

The campaign focuses on 9 main sectors:

● Sustainable Infrastructure and Energy

● Auto and Nautical Industry

● Machinery, Automation and Components

● Fashion, Luxury, and Lifestyle

● Design

● Healthcare and Wellness

● Advanced Technologies for Aerospace and Security

● Culture and Entertainment

● Agri-food

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.

On 28th of October 2022, the Embassy of Italy celebrates the one year anniversary of the campaign at Casa Italia, Hanoi. Ferrari is the guest of honor, unveiling its new supercar 296 GTB. Special guests are Singer Tuan Hung, Miss World Vietnam 2019 Luong Thuy Linh, Journalist Truong Anh Ngoc, Model-Activist Helly Tong and Travel blogger Ly Thanh Co.

For more information, please contact:

Ms. Nguyen Quynh Lien – Embassy of Italy: email / Mobile +84 936 253 969


Visit the official landing page:, also available in Vietnamese at:


For more information on the campaign: