I’ve studied the Italian culture in the past month since being in Rome and why “Made In Italy” is such a powerful brand globally. Here are 5 of my observations that Africans can learn in prioritizing local industries, preserving cultural identity, and fostering national pride.
- Local Content over Foreign Brands: You will rarely find a fast food restaurant chain except maybe in the City Centre. As a tourist, you are almost forced to eat Italian food from a local Italian restaurant if you want to eat out. The same goes for many manufactured products, most are Made In Italy. It is simply difficult or unreasonably expensive to buy imported goods or find international brands in Italy. Across board, it is evident that local SMEs and industries flourish because Italy fiercely supports its local businesses rather than letting foreign brands dominate. As Africans, we must encourage homegrown manufacturing, our policy makers must implement policies that favor African-made goods through tax breaks and subsidies and also reduce over-reliance on imports by strengthening local supply chains.
- A Collective Sense of Pride: Italians carry “Made in Italy” with so much pride. If you go into any local leather store, the sales person is quick to tell you about the high quality of their “Made In Italy” leather goods, the history behind their craftsmanship, etc. The sense of pride Italians exhibit is so convincing that consumers believe that they are getting the very best quality, as long as it is “Made In Italy”. It is critical for us to be patriotic regardless of our current realities as Africans. We must intentionally promote “Made in Africa” campaigns, celebrate local heroes to inspire national pride and build our own media platforms to tell our stories and control our narrative.
- Cultural Preservation: “Made in Italy” clothing is synonymous with craftsmanship. Centuries-old techniques for tanning leather have been preserved and passed down from generation to generation to maintain the quality control we all know and love about Italian brands. You’d often find that many brands still use family-run workshops. It is critical for us to restore and promote historical sites, invest in museums and integrate indigenous knowledge into education and tourism.
- Strong Cultural Identity. Italy balances global influence while keeping its culture strong. Italians are big on preserving their history, cultural identity and authenticity. The average Italian fiercely defends their food, fashion and craftsmanship. I recall going to eat at an Italian restaurant and requested for my pasta to be made a certain way. The waiter simply told me no, they don’t make Italian pasta that way. I was slightly offended but deeply admired his approach to serve pasta the Italian way. He wasn’t just serving pasta, it was a cultural expression for him that he took very personally. We must protect African languages, arts, and traditions from going extinct in a globalized world. We must also continue to use our soft power through our music, film and sports to boost our global image.
- Intentional Government Support: Italy, as a country is intentional about protecting and promoting “Made in Italy”. The Italian government enforces strict labeling laws, there is EU Protection (PDO/PGI) for “Made in Italy” products, and luxury brands are one of the biggest marketers of Italian craftsmanship globally. African governments must enforce local content laws, impose tariffs on non-essential foreign goods to boost local production and support SMEs and startups with funding and infrastructure.
Overall, Italians don’t just sell products – they sell a lifestyle, history and passion. From a strong tourism industry to a large and skilled workforce, no surprise that “Services” account for over 70% of Italy’s GDP across finance, tourism and retail.
By adopting Italy’s strategies, African nations can reduce dependency on foreign goods, strengthen economies, and maintain a strong cultural identity in a globalized world. In a subsequent article I will share why “Made In Africa” is critical, the global opportunities we can tap into in today’s volatile economy, and how African stakeholders can champion equitable trade with the rest of the world.
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