Definition
https://en.wikipedia.org/wiki/Cultural_diplomacy
http://www.culturaldiplomacy.org/index.php?en_culturaldiplomacy
Cultural diplomacy is the exchange of ideas,
values, traditions, and other aspects of culture between nations to build
mutual understanding and strengthen relationships. It uses cultural elements
like art, language, and education to foster trust and cooperation,
differentiating itself from traditional diplomacy by relying on attraction and
dialogue rather than coercion or political negotiation.
Key aspects of cultural diplomacy:
Mutual understanding: It aims to bridge cultural
divides by promoting a deeper appreciation of different heritages, helping to
dispel stereotypes and misconceptions through shared experiences, such as
festivals or language programs.
Building relationships: It fosters long-term
relationships between individuals, communities, and organizations across
borders, creating a foundation for future collaboration in various fields.
Soft power tool: It is a form of public diplomacy (see below*) that relies on "soft power"—the
ability to influence others through attraction and persuasion rather than
force.
Promoting national interests: By showcasing a nation's
culture, values, and stories, it can promote national interests and build
goodwill with other countries.
Broad application: It can be practiced by public
sector entities, private companies, and civil society organizations. Examples
include the exchange of artists, scholarships, scientific conferences, and the
promotion of a national language abroad.
*Public diplomacy is the
government-sponsored effort to communicate directly with foreign publics to
build understanding and support for a country's strategic objectives. It
involves fostering dialogue, promoting a positive image, and influencing public
opinion overseas through cultural, educational, and other non-traditional
diplomatic channels.
Key aspects of public diplomacy
Target audience: Unlike traditional diplomacy,
which focuses on state-to-state interactions, public diplomacy directly engages
with foreign citizens, civil society, and other non-governmental actors.
Goals: The primary goals are to inform and
influence foreign publics to build long-term relationships and generate support
for a nation's foreign policy, although it can also be used to improve a
country's image without immediate policy objectives.
Methods: Public diplomacy employs a wide range of
tools, including:
Cultural exchange: Programs like the Erasmus+
program build long-term relationships through educational and professional
networks.
Strategic communication: Crafting and
broadcasting messages through various media, including social media, to present
a country's values and positions.
Branding: Promoting a country's identity by
highlighting its culture, economy, and achievements to build a positive
national brand.
International events: Using events like World
Expos to engage with foreign publics and showcase a country's innovation and
diversity.
Distinction from traditional diplomacy - public
diplomacy complements, rather than replaces, traditional diplomacy by engaging
the public, while traditional diplomacy focuses on formal negotiations between
government officials.
Distinction from propaganda - While both involve
communication to influence opinion, public diplomacy is distinct from
propaganda. Public diplomacy emphasizes building trust and mutual
understanding based on an positive, open but accurate and verifiable projection
of the country, while propaganda can be false or designed to be misleading or
with covert goals and a hidden agenda.
Italian Cultural Diplomacy
https://www.esteri.it/it/diplomazia-culturale-e-diplomazia-scientifica/cultura/
https://www.esteri.it/en/diplomazia-culturale-e-diplomazia-scientifica/cultura/
open all the sections listed on the right of this next
page https://www.esteri.it/it/diplomazia-culturale-e-diplomazia-scientifica/cultura/reteiic/
open the most useful sections listed on the right of
this next page https://www.esteri.it/it/diplomazia-culturale-e-diplomazia-scientifica/cultura/promozionelinguaitaliana/
also https://italiana.esteri.it/italiana/
https://www.esteri.it/en/diplomazia-culturale-e-diplomazia-scientifica/cultura/cooperculturale/
Look at the links to Scientific Diplomacy https://www.esteri.it/it/diplomazia-culturale-e-diplomazia-scientifica/cooperscientificatecnologica/
see the links on the right of that page
and Sports Diplomacy https://www.esteri.it/en/diplomazia-economica-e-politica-commerciale/diplomazia-dello-sport/
see the links on the right of that page
and above all to Economic Diplomacy https://www.esteri.it/en/diplomazia-economica-e-politica-commerciale/diplomaziaeconomica/
see the links on the right of that page
and then all the links:
https://creativitacontemporanea.cultura.gov.it/italiandesignday-2025/
https://italiandesignday-official.it/
https://it.wikipedia.org/wiki/Giornata_nazionale_dello_spazio
https://conshouston.esteri.it/it/italia-e-usa/diplomazia-scientifica/italian-national-space-day/
and how all of these are linked within an integrated
approach to promote Italy through the various branches of the Italian system
The Directorate General for Growth and Export
Promotion coordinates Italy’s promotional activities, working closely with
public and private partners and the various branches of the Italian system, to
foster the country’s growth and the internationalization of Italian companies.
The promotion of Italian excellence around the world showcases Italy’s
lifestyle, way of being and know-how, with the aim of presenting to an
international audience the values, talents, wisdom, beauty, variety,
originality, and drive for innovation that have always characterized the
various aspects of Italian culture, economy, science, and technology. This
narrative portrays a diverse, industrious, resilient country, built on its past
and oriented toward the future.
Each initiative stems from a theme that is developed
and explored in its various dimensions, using different languages and tools.
The result is the conception, design and production of original content for an
international audience, to be disseminated in a variety of ways and formats,
ranging from experiential exhibitions to audiovisual products, publishing, and
gaming. Since 2020, we have produced over 100 original projects with the
contribution of more than 400 players, including companies, associations, local
authorities, artists, and creatives, giving life to over 20,000 events
worldwide.
The Directorate General also supports and promotes,
within an integrated approach, major international events held in Italy, using
them as valuable levers for promoting Italy.
THEMATIC EVENTS AND EXHIBITIONS: DESIGN, HAUTE
CUISINE, SPACE AND SPORT
- Italian
Design Day: annual event launched in 2017 by
the Directorate, in collaboration and with the support of the Ministry of
Culture, for the promotion and internationalisation of a strategic sector
for Italian exports.
- Italian
Research Day in the World: annual event
organized on April 15, the birth anniversary of Italian genius Leonardo Da
Vinci, which aims to enhance the Italian researchers’ contribution to
international science and promote the dissemination of the results of
their research. The first one was launched in 2018 by the Ministry for
Foreign Affairs and International Cooperation, the Ministry of Education,
University and Research and the Ministry of Health.
- Italian
Cuisine Week in the World: annual event
organized since 2016 by the Directorate, which is an opportunity to
promote Italian food and wine excellence, the Mediterranean diet and
scientific innovation in the agri-food sector, as well as to combat the
phenomenon of Italian sounding.
- National
Space Day: established in 2021 to celebrate
the launch of Italy’s first satellite, San Marco 1, which took off in 1964
from the US base on Wallops Island. The event aims to show how science and
technology applied to space contribute to improving the human condition
and how the sector provides returns in terms of economic growth,
well-being, sustainable development and environmental protection.
- Made
in Italy Day
- Italian
Sports Day in the World: launched
in 2024 and to be held in the second week of September, the event
will be an opportunity to showcase, through sport and its protagonists,
Italian excellence, districts and industries in the sector, as well as to
valorise young people and Italian communities.
- Italian
Fashion Days in the World: a series of events
launched in January 2025 to promote Italian fashion internationally, with
events scheduled in various cities around the world. Organized in
collaboration with the Italian Trade Agency (ITA) and various fashion
industry trade associations, they aim to showcase Italian production and
support the internationalization of fashion companies.
INITIATIVES UNDERWAY
- “Growth“:
an immersive and interactive structure designed to narrate Italian exports
in a simple and engaging way. Strategies and tools for the
internationalization of the Italian system are described.
- “Industrial
Districts, Italian Values. The Pace of Made in Italy“: six video
stories describing Italy’s most important industrial districts through the
fundamental values of Made in Italy: style, innovation, heritage, passion,
family, and variety.
- “The
Taste of Well-Being, Three Italian Menus“: 10 video recipes inspired
by Italian culinary tradition, revisited with a light touch, illustrating
how a conscious and responsible choice of ingredients can improve the
quality of life. Produced with Giallo Zafferano.
- “Italy
is Fashion“: an immersive film project created with Virtual Reality
(VR), conceived to emotionally communicate the values of excellence of
Italian fashion. Watchable with headsets.
- “CostumItaly”:
a documentary film exploring the profession of costume design through the
stories of great Italian professionals of the past, those still working in
Italy and abroad, and the great tailors working for the audiovisual sector
and theatre.
- “Ideas”:
an original web series, now in its third season, that explores
contemporary Italy, giving voice to stories of entrepreneurial innovation,
creativity, respect for the environment, and social inclusion.
- “An
Italian Journey into Beauty and Personal Care”: a panel and
interactive exhibition, a journey through the evolution of beauty and
personal care in Italy. The journey unfolds from the historical roots of
cosmetics to the most recent sustainable innovations.
- “The
World of Italian Rice”: A panel and interactive exhibition offering a
monographic focus entirely dedicated to Italian rice, with the aim of
conveying its historical depth and current complexity.
- “Audiovisiva”:
a digital platform that collects and makes available a selection of the
best documentaries dedicated to the protagonists of Italian creativity and
excellence, with an extensive and constantly updated catalogue.
- “Fashion
Panorama 2”: a panel exhibition, featuring photographs and videos,
curated by Vogue Italia to give voice to the new generations of Italian
fashion designers, helping to spread their vision and style worldwide.
- “Women
of Italian Graphic Design. From the Origins to the Present Day”:
posters, books, sketches, drawings, photographs, and video interviews
showcasing the figures and contributions of female graphic designers
active between the 1950s and the present day in Italy, between the booming
economy and changing customs.
Have a look
at:
https://www.youtube.com/user/MinisteroEsteri
or https://www.youtube.com/channel/UCTb1JMVIjbXXDvN1ldghMww
then https://www.youtube.com/watch?v=BPeZ7zYEvms
https://www.youtube.com/watch?v=dF4DmWvl3oo
and https://www.facebook.com/ItalyMFA.it/
Here are a
few of the websites of Italian cultural institutes around the world to see what was on recently in 2025 and to check again
just before the concurso so that you can mention one or two of the best current
events as good examples of Italian cultural diplomacy.
https://iicberlino.esteri.it/it/
https://iicberlino.esteri.it/it/gli_eventi/calendario/la-grazia-e-lo-scandalo-ppp-29-10-08-12-2025/
https://iiclondra.esteri.it/it/
https://iicmosca.esteri.it/it/
https://iicmosca.esteri.it/it/gli_eventi/calendario/proiezione-de-il-cammino-della-speranza/
https://iicpechino.esteri.it/it/
https://iicwashington.esteri.it/it/
https://iictokyo.esteri.it/it/
https://iicbuenosaires.esteri.it/it/
and recent events on the site of the Ministero and
other sites (2024/2025)
https://www.uffizi.it/eventi/giornate-europee-del-patrimonio-2025
There is also
the EU and its promotion of European culture, identity and values
https://culture.ec.europa.eu/policies/international-cultural-relations
and all the linked pages on the left and the links within those pages
https://culture.ec.europa.eu/whats-new/events
https://ec.europa.eu/international-partnerships/topics/culture_en
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