The Italian Cultural Institute in Bangkok, in collaboration with the Italian Embassy in Thailand, has won the fourth edition of the “Italian Creativity Capitals in the World” competition, along with the cities of Belgrade and Houston.
Selected by an inter-ministerial commission composed of the Ministry of Foreign Affairs and International Cooperation, the Ministry of Culture, and the Ministry of Business and Made in Italy, the project “Italia Reloaded. Italian Tradition, Aesthetics and Innovation between Taste and Memory” focuses on two main themes: the evolution of the coffee supply chain and restoration methodologies.
The program, part of the National Made in Italy Day, promotes a model of cultural and professional cooperation involving academic institutions, professionals, creative businesses, and young researchers, strengthening the dialogue between Italy and Thailand.
The first theme is dedicated to coffee, a universal symbol of Italianness, presented as a cultural phenomenon that combines design, rituals, sustainability, and language. Exhibitions, meetings between industry professionals, workshops, and training activities connect Italian expertise with Thailand’s productive and creative landscape.
The second focus is on restoration, understood as an expression of Italian excellence in the protection of cultural heritage. Exhibitions, conferences, training programs, and urban itineraries highlight the legacy of Italian architects and artists in early 20th-century Bangkok, promoting contemporary and sustainable approaches to conservation.
A cross-cutting element of the project is the promotion of the Italian language, integrated into training and technical programs, particularly in the fields of restoration and creative professions.
With this recognition, Bangkok establishes itself as a strategic platform for Italian cultural diplomacy in Asia, strengthening Italy’s image as a hub of creativity, expertise, and shared innovation.
