The Italian Food Festival was launched in Maidelong membership stores, formerly known as Metro China, in Beijing on Friday, marking a collaboration between the Italian Trade Agency (ITA) and the retailer to boost the presence of Italian foodstuffs and agricultural products in China.

Running through June 10, the festival will be held in three Maidelong stores in the nation's capital, offering discounts on Italian specialties and introducing new delicacies to Chinese consumers. Top Italian chefs will also host offline cooking classes to promote authentic Italian cuisine among interested gourmands.

Italian officials expressed strong confidence in China's market potential and said the market is a key driver for Italian food exports.

"We see tremendous opportunities in China," said Massimo Ambrosetti, Italian ambassador to China, at the event.

"We want to cooperate more in (food trade), and we have these cultural components related to healthy food and regional cuisines. In China, we benefit from many excellent Italian restaurants that you can find everywhere in China. There is a new generation of Chinese chefs and cooks who prepare in wonderful ways. All these factors are driving the growth of our agricultural food exports," Ambrosetti said.

He said China is a vast market, and large-scale distribution networks are crucial for expanding awareness and accessibility of Italian products.

Despite an overall decline in China's food imports, Italian food exports have bucked the trend.

According to China's Customs data, total food imports fell 9.3 percent year-on-year to $127.1 billion in 2024, but food imports from Italy surged 9.9 percent to $737 million, elevating Italy from 31st to 27th place among China's food import sources. Chocolate, cocoa and confectionery products accounted for 19 percent of Italy's exports to China, reaching $143.2 million, a 21.8 percent increase from 2023.

"This distinct growth signals strong demand for Italian foods in China," said Yu Lu, vice-president of the China Chamber of Commerce of Import and Export of Foodstuffs, Native Produce and Animal By-Products.

Francesco Pensabene, Italian trade commissioner of ITA to China, said he is optimistic about the market potential for Italian goods.

"China is an absolutely strategic market for us — not just for food and beverages, but across multiple sectors. I envision a very high potential in exporting further to China."

He said there are ongoing efforts to strengthen Italy's presence in China, adding: "We are organizing events, master classes on olive oil and wine, and bringing in delegations of Italian entrepreneurs. I am very confident that our collaboration with China will continue to grow stronger."

Maidelong China is leveraging its robust global supply chain to bring more premium Italian products to Chinese consumers.

Xu Shaochuan, chairman of Maidelong's supply chain, said: "Maidelong has always focused on 'best origin' and 'direct sourcing'. By leveraging our five global procurement centers, we ensure high-quality, differentiated imports for Chinese consumers."

With 100 stores across 60 cities, serving over 20 million households and 200,000 corporate members, Maidelong has expanded its selection of Italian delicacies, from Tuscan cheeses to Sicilian olive oil and premium Italian wines.

"This festival is a bridge to deepen cultural and trade ties. We are confident that Italian products will continue to win the hearts of Chinese consumers and strengthen their reputation in China," Xu said.