Сultural diplomacy as an effective instrument of Italian soft power: the INNOPROM case

Despite the complicated geopolitical rhetoric of European interaction with Russia and economic sanctions, international life continues. In such conditions, culture remains in fact the only instrument for supporting and developing international relations. International cultural relations strive to maintain “neutrality”. In the context of globalization, the blurring of borders, it is cultural policy that can become a point of mutual understanding, finding a common language and preserving existing civilizational layers.

Cultural diplomacy is a state policy aimed, within the framework of foreign policy, at the export of representative data of national culture and at interaction with other countries in the same cultural sphere. The tools for the implementation of cultural diplomacy are primarily used to form a positive foreign policy image of the country, as well as indirectly for the development of intercultural dialogue, sustainable development and conflict prevention and are associated with various areas of human activity: cinema, religion, science, cultural exchanges, literature, theater, etc. much more.

For 2020, Italy was ranked ninth in the National Brands Index and eleventh in the soft power rating of the British agency Portland. Despite the fact that Italy was not included in the “five” leaders, its “attractiveness” for foreigners remains unshakable. At the present stage, the development of Italian culture outside is carried out by the General Directorate for the promotion of the concept “System – Country”, whose functions include: dissemination of Italian culture, language and creativity abroad; organization of cultural events (week of the Italian language in the world, week of Italian cuisine in the world, festivals of Italian cinema); coordination of the activities of cultural institutions and language schools; provision of scholarships and grants; ensuring the country’s participation in the work of various organizations in the field of culture, etc. Thus, Italy actively uses the basic tools of cultural diplomacy (language and culture, education and science, innovation, tourism) to build intercultural relations at all levels.

One of the most effective tools of cultural diplomacy is the holding of international industrial exhibitions abroad. This event always works simultaneously in several dimensions: 1) has a political color (as a rule, politicians solemnly open the exhibition, timed the signing of various bilateral agreements); 2) gathers a large number of representatives of real business (which promotes the national brand of the country, and also develops economic diplomacy); 3) demonstrates scientific and technological achievements (contributes to the activation of scientific diplomacy); 4) conduct a series of cultural events aimed at introducing and promoting national culture.

From this point of view, the Innoprom case is interesting, where Italy is the first European partner country for organizing the exhibition.

INNOPROM is an international industrial exhibition held in Yekaterinburg annually since 2010. This is the main industrial, trading and export platform in Russia. About 80% of the visitors of the exhibition are professional buyers from different countries of the world, specialists from industrial enterprises who make decisions on the introduction of new products and technologies in production. Italy was chosen as the partner country of INNOPROM-2021 – a country in the top ten economies in the world and in the top three of the European Union, as well as one of the main foreign trade partners of Russia. Over the past few years, the country’s industry has reached new heights in such industries as mechanical engineering, metallurgy, chemical, petrochemical, light and food industries.

At INNOPROM-2021, the Partner Country will present the achievements of the Italian industry, innovative developments, investment opportunities and prospects for further cooperation between the countries. The Italian Republic will become the Partner Country of the 11th International Industrial Exhibition INNOPROM. The exhibition will take place in Yekaterinburg from 6 to 9 July 2021, and the theme of the exhibition will be “Flexible Manufacturing”. During a working meeting with the Minister of Industry and Trade of the Russian Federation Denis Manturov, Prime Minister of Italy Giuseppe Conte confirmed the readiness of the Italian Republic to participate in the INNOPROM 2021 exhibition. and the nature of modern world economic relations, ”said the head of the RF Ministry of Industry and Trade.

At the moment in Russia there are about 500 enterprises with the participation of Italian capital. Italy views Russia as a long-term and reliable partner, and is also interested in the further development of trade, economic and industrial ties.

“In our opinion, this is a confirmation of how strong our ties are,” said Giuseppe Conte at the opening of the Russian-Italian business forum for cooperation in the field of small and medium-sized enterprises. More than 100 Italian companies have expressed interest in participating in the exhibition. According to preliminary data, the exposition of the Partner Country will be about 3000 sq. m., and leading Italian companies in the field of automotive, mechanical engineering, metallurgy, etc. will present their stands. As Italian Ambassador to Russia Pasquale Terracciano noted, “Italy is chairing the G20, and in July it will become the first European country to partner with Innoprom. Despite the sanctions regime imposed by the EU, Italy and Russia have a special relationship. The largest industrial companies in Italy (not only manufacturers of luxury and luxury cars) are actively working on the Russian market, and the Italian embassy, ​​which occupies the famous Berg mansion in Moscow, remains, perhaps, the most hospitable». 

The Sverdlovsk region and the Italian republic have been closely cooperating for many years. The Sverdlovsk Region has an Agreement between the Government of the Sverdlovsk Region of the Russian Federation and the Government of the Piedmont Region of the Italian Republic on trade, economic, scientific, technical and humanitarian cooperation dated July 22, 2002. In October 2015, within the framework of the visit of the delegation of the Sverdlovsk region to the Italian Republic, a memorandum of intent was signed between the Governor of the Sverdlovsk region (Russian Federation) E.V. Kuyvashev and the President of the region of Liguria (Italian Republic) G. Toti. The cities of Genoa and Turin are twin cities of Yekaterinburg. The city of San Benedetto del Tronto, San Remo are twin cities of the Verkh-Isetsky district of Yekaterinburg. The town of Selva di Val Gardena is twinned with the Kachkanar urban district. The city of Asti is twinned with the urban district of Krasnoufimsk. In 2019, the foreign trade turnover of the Sverdlovsk region with Italy decreased by 30.8%, while exports decreased 57.8%, imports increased by 3.7%. In 2019, for export to Italy from the Sverdlovsk region, mainly metals and products from them were supplied, including ferrous metals and products from them (semi-finished products of unalloyed steel, ferroalloys, sheet products, pipes), aluminum (rods and profiles), copper ( refined, rods and profiles), other metals (titanium, chrome), wood (plywood), mineral products.

On March 18-19, 2021, Ambassador Extraordinary and Plenipotentiary of the Italian Republic to the Russian Federation Pasquale Terracciano arrived on a visit to Yekaterinburg. During a meeting with the Governor of the Sverdlovsk Region Yevgeny Kuyvashev, they discussed the participation of Italy in the international industrial exhibition INNOPROM-2021 as a Partner Country of the exhibition. During the press approach after the meeting, Pasquale Terracciano named the companies that are planned to be presented at the exhibition. These are, in particular, the international energy group Enel, the oil and gas company Eni, the Leonardo machine-building holding and the car tire manufacturer Pirelli. During the visit, the ambassador had a rich cultural program. The representatives of the delegation visited the Museum of the first President of the Russian Federation B. N. Yeltsin; opened a photo exhibition of the Italian photographer Elio Ciol; visited the Sverdlovsk Philharmonic (as part of the visit to the Philharmonic, the choral singing of the performers was heard, the cultural program of the Innoprom exhibition was discussed with the director of the Philharmonic); visited the Museum of Architecture and Design, where an excursion was held for the guests (issues of preparation for the cultural program of the international exhibition “Innoprom” were also discussed).

Thus, the participation of Italy as a partner country of the international industrial exhibition INNOPROM is the most important effective tool for implementing cultural diplomacy. The event is not limited to an industrial exposition, although this is extremely important for Italian business, but also has a wide range of cultural interaction and drawing attention to the Italian cultural heritage and way of life.

Ksenia Tabarintseva-Romanova
Ksenia Tabarintseva-Romanova
Tabarintseva-Romanova Ksenia Mikhailovna, Ural Federal University, Department of International Relations, Associate Professor of the Theory and History of International Relations; Ph.D., kmromanova[at]mail.ru.