Against the glittering backdrop of the Bund skyline, the Friuli Venezia Giulia Week in Shanghai, hosted by the region’s official tourism board (PromoTurismoFVG), culminated successfully at The Edition Hotel.
The five-day immersive showcase celebrated the distinct flavours and culture of northern Italy, with a notable highlight: all dining experiences throughout the event were meticulously crafted and provided by the Michelin two-starred restaurant, 8 ½ Otto e Mezzo Bombana.
The whole week brought together almost 250 travel journalists, influencers, and trade buyers from the tourism, wine, and coffee sectors to discover a unique area linked to the Italian Dolce Vita.
An Immersive Journey: From Masterclasses to a Borderless Feast.
The program was meticulously designed to showcase the region’s multifaceted appeal, from the Dolomites and the Alps, passing through the UNESCO sites, to Trieste, where Sissi Princess was used to visit.
Under the theme IO SONO FRIULI VENEZIA GIULIA, guests were treated to:
· A Coffee Tasting Masterclass:
Led by instructors Steven Zheng and Gordon Cui from the Università del Caffè CHINA, the session delved into the espresso culture that originated from Trieste and illy, the famous coffee brand, and spread throughout Italy and the world, highlighting the city’s status as a capital of taste and innovation for both artisanal roasters and major international brands.
· A Wine Tasting Masterclass:
Hosted by Master Sommelier Yang Lu at the two-Michelin-starred restaurant 8 1/2 Otto e Mezzo Bombana, the masterclass spotlighted the region’s reputation as the ‘Italian capital of white wines’.
With nearly 90 million bottles produced annually across its 9 DOC zones, including the renowned Collio and Friuli Colli Orientali, guests explored a range from indigenous varieties like Prosecco, Friulano, Ribolla Gialla, and Malvasia to international varieties such as Pinot Gris, Pinot Blanc, and Sauvignon.
The session also shed light on the region’s distinctive, though lesser-known, red wines like Refosco and Schioppettino, noted for their intense, complex profiles that express the unique hilly terroir.
The Gala Dinner Itself Was a Culinary Journey
Guests began with frico—crispy Montasio cheese and potato bites—followed by hand-carved San Daniele PDO ham wrapped around house-baked grissini.
A smoked trout tartare with dill yogurt paid homage to the clear waters of the Isonzo River, while miniature gubana pastries filled with dried fruit and pine nuts provided a sweet conclusion.
Each course was paired with regional white wines, including Friulano and Ramandolo.
A Convergence of Culture and Excellence
Throughout the five-day programme, PromoTurismoFVG highlighted hiking and cycling tours in the Dolomites and the Alps, four art cities (Trieste, Udine, Gorizia, and Pordenone), five UNESCO World Heritage sites, and its rich gastronomy.
Beyond wine, the region’s culinary wealth was showcased, from San Daniele DOP ham to iconic dishes like cjarsons (elegant dumpling with herbs and spices), all revealing the authentic soul of the land.
The 2025 European Capital of Culture designation, shared by Gorizia (Italy) and Nova Gorica (Slovenia), was also highlighted alongside Pordenone, Italian Capital of Culture 2027, underscoring a borderless identity where Italian, Slavic, and Austro-Hungarian influences converge.
Three special night events dedicated to tourism, design, and Friulian representatives from the economics sector in Shanghai were organized by PromoTurismoFVG with the support of the Italian National Tourist Board (ENIT), the Design Cluster Legno Arredo FVG, the Innovation Platform, and the Fogolar Furlan Association.
At the closing event, violinist-composer Pierpaolo Foti performed two surprise sets—first a lyrical sweep of Italian evergreens, then a modern-electronic set that fused looping pedals with traditional melodies.
[All images courtesy of PromoTurismoFVG]
