General Directorate for Economic and Cultural Promotion and Innovation. General Director, Mr. Vincenzo de Luca

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1 General Directorate for Economic and Cultural Promotion and Innovation General Director, Mr. Vincenzo de Luca

2 STEERING COMMITTEE MINISTRY OF FOREIGN AFFAIRS CO-CHAIRED MINISTRY FOR ECONOMIC DEVELOPMENT ITALIAN TRADE AGENCY PUBLIC SECTOR PRIVATE STAKEHOLDERS MINISTRY OF ECONOMY AND FINANCE (CDP, SACE, Simest): public institutions responsible for internationalization of Italian economic system MINISTRY OF AGRICULTURE MINISTRY OF CULTURE ITALIAN REGIONS ABI (ITALIAN BANKING ASSOCIATION) CONFINDUSTRA (INDUSTRIES ASSOCIATION) UNIONCAMERE (ITALIAN CHAMBERS OF COMMERCE) RETE IMPRESE ITALIA (SMES) ALLEANZA DELLE COOPERATIVE (COOPERATIVES)

3 30,000 Public financial resources for the promotion of «Made in Italy» Public support to the exports and internationalization (CDP Group) Subsidies and provided warranties (in millions) Special Plan for the promotion of Made in Italy (in millions) 25,000 20,000 15,000 17,400 22,400 24, , , The integrated offer from the so called Pole of Export resulted in a substantial increase of provided/secured volumes of exporting credit The Plan made available a larger amount of resources compared with the past. A budget of 132 millions has been confirmed for 2018 Sources: ICE and SACE

4 Priority markets identified by the Control Room for 2018 USA, PR China, Canada and Russia. EU countries: France, Germany, Spain, the Netherlands, United Kingdom and Poland. Asia and Oceania: Australia, South Korea, Japan, Republic of China (ROC) and ASEAN countries (Singapore, Vietnam, Thailand, Malaysia and Indonesia). Central-South America: Mexico and Brazil. Central Asia and Gulf Area: India, Saudi Arabia, Iran and United Arab Emirates (especially in view of EXPO Dubai 2020). Africa: South Africa, Ivory Coast and Kenya. In addition, we are taking into consideration Turkey, Egypt, Qatar, Oman, Argentina and, depending on a positive evolution of the profile risk, also Ethiopia, Cameroon, Zambia and DR Congo.

5 THE «ITALY BRAND» In 2017 Italy ranked seventh in the NATION BRANDS INDEX. Although the country lost a position in relative terms, Italy gained almost a percentage point in absolute terms compared to Source: Nation 2017 rank 2016 rank Score change 2017 vs Germany France United Kingdom Canada Japan United States Italy Switzerland Australia Sweden

6 THE «MADE IN ITALY BRAND» The Made in Italy brand is the third best-known brand in the world after Coca-Cola and Visa.

7 ITALIAN NETWORK ABROAD

8 THE VALUE OF THE MFA s SUPPORT TO THE PRIVATE SECTOR IN 2016 ADDED VALUE: 21.4 billion TAX REVENUE: 8.8 billion EMPLOYEES: 307,000 Source: Prometeia 2016: 1.4% of GDP

9 2017: a record year for Italian exports Italian export of goods (in billions) 60 Top 20 markets for Italian exports Export ITA in mld Euro (sx) crescita % (dx) In 2017 there was an increase of 7,3% compared to 2016, reaching 448 billions.

10 Italian exports in Vietnam Vietnam represents Italy s first commercial partner in the ASEAN area. Between 2006 and 2016, trade increased tenfold. In 2017, it reached 3,7 billions. Exports of Italian goods in Vietnam (in million) Good C Good B Good A Good A = Machinery and equipment Good B = Leather articles (except clothing) Good C = Textile products

11 Attracting foreign investments STRATEGY COORDINATION FDI SUPPORT STEERING COMMITTEE In 2017, Italy ranked 19th among the countries that most attracted investments (UNCTAD, 2018) GROWING TREND for FDIs in ITALY and VIETNAM In the three-year period , our country attracted 59 billion USD, compared to the 47 billion of the previous three-years FDI Inflows in millios of USD (UNCTAD, 2018) FDI Inflows in millios of USD (UNCTAD, 2018)

12 Made in Italy Protection 15% of all confiscated counterfeit goods in the world consist of fake Made in Italy products. ACTIONS: a) The National Strategic Plan approved by the National Anti-Counterfeiting Council last March 30 th ; b) The planning and implementation of promotional initiatives abroad, especially in favour of the typical Italian agri-food productions known as geographical indications; c) The systematization of the assistance that our diplomatic-consular network provides to Italian companies in order to protect their interests abroad, also by maintaining a constant dialogue with the authorities of the countries involved; d) Raising corporate awareness in relation to the essential conditions needed for a greater commercial penetration in global markets, also through the protection of their intellectual property portfolio; e) The carrying out of diplomatic actions, in connection with the relevant public institutions, in order to facilitate the solution of specific cases and to promote convergence on Italian positions in bilateral, regional and multilateral negotiations.

13 #VivereALL italiana is the promotional strategy launched by the Ministry of Foreign Affairs and International Cooperation in An emotional journey to promote the values and experience of Made in Italy. This strategy combines all the main areas of Made in Italy in the framework of a single, integrated approach.

14 THE GOALS Support the economic growth of the country. Strengthen the reputation and image of Italy. Use the soft power of culture also as a tool for cooperation. Highlight and promote the extraordinary vitality of the numerous companies capable of exporting cuttingedge technologies worldwide.

15 Excellences of Integrated Promotion DESIGN and FASHION ARCHEOLOGY/TUTELAGE of CULTURAL HERITAGE VISUAL ARTS LANGUAGE, LITERATURE and PUBLISHING PROMOTION of UNIVERSITY SYSTEM ITALIAN CUISINE TOURISM and TERRITORIES THEATRE and LIVE PRODUCTIONS CINEMA SCIENCE, RESEARCH, INNOVATION ECONOMIC DIPLOMACY

16 Italian Cinema Week May 21st-27th World Italian Design Day March 1st World Italian Research Day April 16th Periodic events World Week of Italian Cuisine November 19th-25th Contemporary Day October 2018 World Italian Language Week October 15th-21st

17 «CASE STUDIES» HIGH QUALITY CUISINE World Week of Italian Cuisine DESIGN Italian Design Day

18 WORLD WEEK OF ITALIAN CUISINE 1,400 events in 108 Countries. Integrated approach: cuisine & design, movies, Italian language, music, arts, sport, tourism, territories. All stakeholders on board: institutions, industry associations, companies, fairs & trade events.

19 ITALIAN DESIGN DAY 83 stakeholders. Over 230 events. 110 cities. 110 Italian design ambassadors. 20,000 operators involved.

20 Examples of «Vivere all Italiana» actions in Vietnam

21 A fully multidisciplinary program of events designed to tighten ties in the economic, commercial, cultural, academic, scientific and technical sectors between Italy and ASEAN countries. - Recreation of an example of typical Italian «Piazza» in the Hanoi city center. - Several thousands of visitors - Full coverage by local media - Promotion of Italian turistic destinations, - Promotion of Italian academic scholarships - Promotion of Italian commercial brands operating in Vietnam

22 «A WIN-WIN GAME» ITALY BRAND COMMERCIAL BRANDS

23 THANK YOU FOR YOUR ATTENTION