The Marche Region Lands in Beijing: Conte Leopardi as Ambassador of Taste at the Week of Italian Cuisine in the World
- Samuele Freddini
- Nov 26
- 5 min read
There is a red thread—or rather, a ruby thread, like that of our best wines—that connects Italy to China. It is a bond forged by millennia of history, a passion for beauty, and, above all, a shared love for fine food and wine. But how can the incredible diversity of Italian food and wine be captured in a single event? And how can the soul of a territory like the Marche region be conveyed to an audience as vast and refined as the Chinese one?
The answer lies in the 10th Edition of the Week of Italian Cuisine in the World, a global event that this year places a special emphasis on a theme very close to our hearts: "Italian cuisine between culture, health, and innovation."
For us at Conte Leopardi, this is not just a celebration. It is a mission. It is the pride of having been chosen to represent our land, the Marche, in one of the world's most dynamic capitals: Beijing.
From November 17th to 21st, the Italian Cultural Institute and the Italian Embassy in Beijing will become the stage for an extraordinary tale. A story in which Marche wines are not simple beverages, but true cultural ambassadors. Follow us on this exclusive journey to discover how the excellence of the Marche is conquering the East.
🥂 "Italy in a Wine Glass – Marche Edition": Our Stage
The beating heart of our mission in Beijing is the event on Tuesday, November 18th: "Italy in a Wine Glass – Marche Edition." This is not a simple tasting, but a total immersion into the viticultural, gastronomic, and cultural heritage of our region.
At the prestigious headquarters of the Italian Cultural Institute, we will have the honor of presenting the essence of the Marche in a glass. For Conte Leopardi, this means telling a story rooted in a unique terroir, nestled between the Sibillini Mountains and the Adriatic Sea.
Why the Marche? Often defined as "Italy in one region," our land boasts extraordinary enological biodiversity. From the famous Verdicchio-based whites, with their unmistakable sapidity and longevity, to structured and elegant reds like Rosso Conero, which draws strength and character from the cliffs overlooking the sea.
This event is a crucial opportunity to dialogue directly with a select audience, to make them feel, rather than just understand, what makes a Marche wine different from any other. It is our chance to show how tradition (like that of our winery) can marry innovation (modern and sustainable winemaking techniques) to create products that speak a universal language.
🎨 A Cultural Mosaic: Wine as Part of a Whole
The genius of the Week of Italian Cuisine is its ability not to isolate wine, but to insert it into a broader cultural context. Our "Italy in a Wine Glass" is a fundamental piece of a mosaic celebrating the entire Made in Italy brand.
The week opens on Monday, November 17th, with "Saperi Visibili" (Visible Knowledge), a fascinating exhibition on Italian packaging design. This touches us closely: how much does a wine label matter? It is the first "hello" the bottle says to the consumer. It tells a story, evokes an aesthetic, promises quality. It is the perfect fusion of creativity and technology that our winery has always pursued.
Marche Meets China: The Perfect Pairing
The program continues with events celebrating our region from every angle:
Wednesday, Nov 19: "Marche meets China" A cooking show where an exceptional Marche chef will prepare typical recipes. This is a crucial moment. Wine lives in symbiosis with food. Imagine the scent of a local brodetto or vincisgrassi: which wine should pair with it? It will be an occasion to educate and inspire, showing live how our wines can enhance not only Marche cuisine but also create unexpected "liaisons" with Chinese cuisine.
Thursday, Nov 20: Homage to Pesaro 2024 The screening of the docu-film "Birth of a Capital" celebrates Pesaro, Italian Capital of Culture 2024. This acts as a further amplifier. When promoting a wine, you don't just sell a liquid; you sell a territory. And our territory, this year more than ever, is a recognized cultural epicenter at the national level.
Friday, Nov 21: "The Italian Night" The grand finale. A gala event gathering 500 top guests from the Italian and Chinese business worlds. The fact that the Marche chef creates a dedicated menu for this evening is the perfect closing of the circle. It is the consecration: Marche cuisine and wines are ready for the most demanding palates and the most prestigious contexts. For us at Conte Leopardi, presence at such an event is not just desirable; it is strategic.
🌏 The Chinese Horizon: A Challenge of Quality and Authenticity
Why Beijing? Because today, the Chinese wine market is one of the most dynamic and complex in the world. Chinese consumers have evolved: they no longer seek just a famous brand, but an authentic story. They seek terroir specificity, wines that are an unequivocal expression of a place.
And what is more authentic than the Marche? A region that has protected its native varieties and offers an almost unbeatable quality-to-price ratio.
The event's theme – "Culture, Health, and Innovation" – is the perfect keystone for the Chinese market:
Culture: It is our DNA. It is the history of the Conte Leopardi family, the bond with the land, the artistic heritage that dots our vineyards.
Health: There is growing global attention towards more conscious wine consumption. This means sustainable agriculture, respect for natural cycles, and "cleaner," more balanced wines. This is the philosophy guiding our every choice in the vineyard and cellar.
Innovation: This doesn't mean overturning, but perfecting. It means using the best technologies to allow the grapes to express themselves fully, preserving their integrity and ensuring constant quality.
🚀 Conclusion: The Future Tastes of Our Hills
The Week of Italian Cuisine in the World in Beijing is not a finish line. It is a launchpad. For Conte Leopardi, being chosen as ambassadors of Marche wines in China is an immense honor and a responsibility we take very seriously.
It demonstrates that our commitment to quality, authenticity, and the valorization of the territory is the right path. We are bringing to Beijing not just bottles, but stories. Not just wine, but the soul of an entire region.
The future of quality Italian wine also passes through here, through the ability to tell our uniqueness to a world hungry for true stories and unforgettable flavors. And we are ready to tell ours.
A Toast to You
And you? Have you ever had an experience that made you feel proud to be Italian abroad? Or perhaps you've discovered a Marche wine that stole your heart?
Tell us about your experience in the comments below!
If you liked this article and want to support Made in Italy excellence in the world, share it on your social media.
And if you want to bring a piece of the Marche and this international adventure directly to your home, visit our online shop to discover the wines we are proudly presenting in Beijing.
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