There's an invisible thread that connects a grandfather who left Naples or Cosenza a century ago and a grandson who today, in Buenos Aires or São Paulo, chooses a bottle of Italian wine, a pair of leather shoes, or a designer garment. That thread is called Made in Italy, and it's one of the most powerful brands on the planet. This is confirmed by data from a recent TP Infinity survey for the Made in Italy Community: Italian excellence not only holds its own in international markets, but also withstands one of the most difficult tests: tariffs.
A love that can't be bought at a discount
The most surprising finding concerns consumer loyalty. 62% of those who purchase Italian products abroad would continue to choose them even if faced with higher tariffs. What's more, those who buy authentic Made in Italy products are willing to spend an average of 15% to 25% more than similar alternatives. This proves that Italianness isn't just a marketing buzzword, but a perceived value, something worth paying more for.
Eight out of ten consumers worldwide still consider Italian products fully competitive globally. And the export figures speak for themselves: in 2025, Italian exports reached €643 billion, a 3,3% growth rate, placing Italy among the world's largest exporters.
What does “Italian” mean around the world?
There's a fascinating difference in how Italy is perceived both inside and outside its borders. For Italians, Made in Italy is above all artisanal quality and manufacturing excellence: the know-how of the hands, the tradition of the workshops. Abroad, however, a more aspirational dimension prevails, linked to luxury and a desirable lifestyle.
For communities of Italian descent in South America, this perception has a special meaning. It's not just a desire for elegance: it's memory, it's roots, it's the remembrance of a land that their great-grandparents left behind but never forgot. Fashion, gastronomy, culture, and leather goods remain the symbolic sectors of this excellence, the same ones that Italian emigrants brought with them in cardboard suitcases and transformed into thriving businesses on the other side of the ocean.
The challenge that remains: defending authenticity
Not everything is simple. The main threat identified by consumers is counterfeiting, along with the phenomenon of "Italian-sounding" products: products that imitate Italian names, colors, and aesthetics without actually being Italian. Nearly one in two foreign consumers admits to having purchased a fake Italian product at least once. This is a paradoxical demonstration of just how strong the allure of our country is: only what truly has value is imitated.
The answer, experts say, lies in uniting tradition and innovation, training new generations of artisans and investing in traceability and certification. Because true Made in Italy is not only defended in factories, but also in the hearts of those around the world who continue to recognize and cherish the authentic Italian spirit.
