Italian Brands Growing in China: The Lavazza Case Study

Online and Offline Workshop | Thursday, March 3rd, 2022 | 18:00 China Time / 17:00 Vietnam Time/ 11:00 CET


International Business Advisory Manager of South China and Hong Kong - Guilherme Campos is going to moderating the workshop "Italian Brands Growing in China: The Lavazza Case Study" on March 3rd 2022, 6:00 pm (CST) at the Lavazza flagship store in Crystal Galleria, Shanghai. This event is organized by the China-Italy Chamber of Commerce (CICC) and is the first event of its Food and Beverage Working Group’s (FBWG) “Brand Watch” series, jointly organized with its Intellectual Property Working Group (IPWG). 

How a well-known and iconic Italian brand succeeds in the China F&B market? How to adapt to a volatile, young, and demanding consumer market and to digital sales channels while preserving Lavazza brand DNA? During the event, representatives of Lavazza Group will answer these questions by presenting the Lavazza case study and by sharing their stories and best practices on intellectual property management and marketing strategies.


  • 6:00 – 6:15 pm Welcome Remarks 
  • 6:15 – 6: 35 pm Lavazza in China: 127 years of innovation
    with Pietro Luigi Ghigo, YiBai – Head of Commercial
  • 6:35 – 6:55 pm The Management of Intellectual Property Rights while Expanding on the Chinese Market
    with Simona Musso, Luigi Lavazza S.p.A. – Group General Counsel;
    and Marco Braida, Luigi Lavazza S.p.A. – International Business & IP – Legal Director.
  • 6:55 – 7:20 pm Q&A
  • 7:20 – 8:30 pm Networking Aperitivo 

ModeratorsDavide Fassari and Guilherme Campos.

Ticket Price

CICC Members: 120 RMB
Non-CICC-Members: 200 RMB

*Limited seats. Reservations on a first-come, first-served basis with priority to CICC Members.

**The price comprises 1 drink with snacks.


CICC Members: Free of Charge

Non-CICC-Members: 150 RMB 


Event Language


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Event Info

Mar 03, 2022

Location & Time

Online and Offline Workshop | Thursday, March 3rd, 2022 | 18:00 China Time / 17:00 Vietnam Time/ 11:00 CET


Lavazza Flagship Store Crystal Galleria, F1 68, Yuyuan Rd. 晶品购物广场1楼(愚园路68号) Shanghai, China