A distinguished and diverse group bringing together established names and new voices from the independent Italian perfumery sector is transforming landscapes, art, memory and innovation into scent — and capturing the attention of the world’s most-important fragrance market, the United States.

On October 22, 2026, AURA returns for its second edition at ASPIRE at One World Observatory in New York City, presenting 30 selected Made in Italy niche-fragrance brands. Building on the success of its inaugural 2025 edition called “ITA x Esxence: The Art of Perfumery” — which welcomed more than 300 buyers, editors, influencers, industry leaders and 23 Italian niche-fragrance brands — the rebranded event is now called “AURA”, and it has expanded to 30 selected niche-fragrance brands. Altogether, these 30 brands will celebrate the olfactory map of Italy: Mediterranean landscapes, historic cities and regional traditions combining distinctive ingredients with the country’s widely-recognized creativity, technology and artisanal touches.

The invitation-only 2026 AURA event will bring together qualified U.S. buyers, distributors, retailers, journalists, content creators and Italian fragrance professionals for an afternoon session of brand discovery, industry dialogue and networking. The evening session kicks off with a cocktail reception celebrating these Italian niche fragrance brands and the sector’s success. The trade preview start times are 2:30pm – 6:30pm ET (B2B afternoon event) and 6:30pm – 9:30pm ET (cocktail reception).

AURA arrives at a defining moment for the industry; Italy’s niche-fragrance market is valued at an estimated $450 million and represents approximately one-third of the country’s fine-fragrance market. Italian fragrance exports at large reached approximately $3.17 billion in 2025, increasing 6.4% over the previous year. This follows exceptional growth in 2024, when fragrance exports surged 26.3%. Meanwhile, the U.S. remains a critical market for Italian fragrance. In 2024, the U.S. was the leading international destination for Italian perfumes, receiving approximately $503 million in exports, or about 18% of Italy’s perfume exports worldwide.

“These figures reveal a significant cultural shift, and AURA gives America early access to some of the most original voices in Italian artistic perfumery today. Many of these independent houses are not yet widely available in the U.S. By connecting their vision with fragrance buyers, distributors, editors, and industry leaders, we are creating real opportunities in Italy’s No. 1-ranked fragrance market, the U.S.” said Erica Di Giovancarlo, Italian Trade Commissioner and executive director of the U.S. network.

Fittingly, the AURA event will be held “on top of the world” on the 102nd floor at One World Observatory in the tallest building not just in New York City, but the Western Hemisphere. More than a showcase, AURA captures an emerging movement as Italy’s next chapter in luxury is experienced through what we smell, remember and feel. To that point, an event highlight will be when Joffrey Ballet School dancers — individually scented with featured fragrances – enter ASPIRE to create a living, breathing perfume in real time. Through exquisite choreography, the dancers will reflect Italy’s evolving niche-perfumery and transform AURA into a multisensory event.

Complementing the event’s multisensory program, Scent in Bloom, an immersive sensory installation presented by Esxence in partnership with the Italian Perfumery Institute, will transform fragrance into a living landscape. Step into an olfactory garden where nature, scent, and perception intertwine, a space designed to awaken the senses and invite visitors on a journey through essences and evocative atmospheres. More than an installation, it is an exploration of scent’s invisible power: its ability to reshape space, stir memory and evoke emotion.

AURA is organized by the Italian Trade Agency (“ITA”) in collaboration with Esxence – The Art Perfumery Event. “This initiative offers a collective portrait of contemporary, luxury, Italian artistic perfumery, mapping the key players, ateliers, and emerging trends that are shaping the sector’s evolution. It brings together the people, places and ideas defining its future, each contributing to a vision of scent as an art form,” said Maurizio Cavezzali, Co-Founder of Esxence, adding, “The data speaks for itself.”

In its second year and with 30 Italian niche-fragrance brands now participating, AURA has grown into a showcase and fragrance market observatory. To participate as a member of the press or fragrance community, interview a brand/industry leader, or request event information, please contact the below PR representatives.

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Italian exhibitors at SIAL Paris 2026 brought products closely associated with their places of origin: Sardinian cheeses, Calabrian ’nduja, Molise truffles and the ingredients used in Neapolitan pizza. They presented them at a trade show where buyers were also examining new foods, consumption formats and production methods.

That combination made Paris a useful meeting point for a food industry seeking to expand internationally while retaining the characteristics that distinguish its products. Around 700 Italian companies attended the five-day exhibition, which closed on Wednesday, October 21, at Paris Nord Villepinte. According to the Italian Embassy in Paris, Italy had the largest national exhibition footprint.

The show’s innovation program marked its 30th anniversary with more than 2,750 submissions and 775 selected innovations. For Italian producers, changes in packaging and distribution are part of the same commercial discussion as product quality and origin: entering another market requires understanding how goods will be sold and consumed there.

The scale of SIAL gives businesses access to many of those markets in one place. Its official exhibitor directory listed nearly 7,800 exhibitors. Organizers had forecast approximately 8,000 exhibitors across 280,000 square meters and 295,000 trade visitors.

Italy’s participation included a collective pavilion organized by ICE, the Italian Trade Agency, with 218 companies across approximately 3,000 square meters. Universal Marketing, led by Donato Cinelli and the Italian representative for the SIAL network, coordinated more than 200 companies, consortia and producer organizations across over 3,000 square meters. Sicily, Calabria, Campania, Molise, Lazio, Sardinia and Puglia were involved.

Regional backing and shared exhibition arrangements help smaller businesses manage participation costs and logistics. They also place less widely distributed products in front of international buyers.

Molise focused on micro and small companies and certifications, with wine, olive oil, cheeses and truffles among its offerings. Calabria’s 39 food and beverage businesses presented baked goods, ’nduja and citrus drinks. Sardinia highlighted Pecorino Romano, Pecorino Sardo and Fiore Sardo, three PDO cheeses that account for an important part of its dairy sector, while contending with the additional costs associated with island production. Sicily, Lazio and Puglia brought companies and consortia representing their regional industries.

Campania introduced TuttoPizza International in partnership with Comexposium and Universal Marketing. Demonstrations and tastings presented the supply chain behind Neapolitan pizza, including flour, tomatoes, mozzarella, fiordilatte and olive oil. Comexposium Group CFO Arnaud Boussemart told ilNewyorkese that the collaboration places a globally familiar product within SIAL’s international business network.

Through the Approdo di Ulisse local action group, Campania also presented food as part of a tourism offering. “Nuove rotte per i nuovi mercati” brought together products from the Sorrento Peninsula, Amalfi Coast and Capri with local restaurants and cultural attractions, addressing both importers and potential visitors.

The commercial stakes are substantial. Italy exported more than €72 billion in food and agricultural products in 2025. As Italian Embassy figures indicate, France was the second-largest destination after Germany, importing €6.84 billion, up 4.78 percent. Imports reached €3.35 billion in the first half of 2026, an increase of 2.3 percent.

In Paris, ICE President Matteo Zoppas reiterated Italy’s overall export target of €700 billion and discussed tariffs, conflicts and instability. He also raised the issue of “Italian sounding” products made elsewhere. For the businesses exhibiting at SIAL, identifying authentic origins and adapting to foreign markets remain closely connected parts of selling abroad.

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From October 18 to 21, Chicago’s McCormick Place hosted PACK EXPO International 2026, one of the leading events for the packaging and processing technology industries. The exhibition brought together more than 2,700 exhibitors and showcased solutions serving over 40 industrial sectors, highlighting the broad reach of an industry that spans manufacturing, logistics, food, beverages, and numerous other supply chains.

Organized by PMMI, the U.S. association representing packaging and processing technologies, the trade show provided manufacturers, businesses, and industry professionals with an opportunity to see innovations in action, compare technical solutions, and establish new business relationships.

In this context, exhibition spaces serve a purpose that goes beyond simply displaying products and machinery. The environments through which companies present themselves help shape their identity, make their expertise recognizable, and create opportunities to connect with customers and partners.

This is the approach adopted by Henoto Group, an integrated global platform providing solutions across the events, leisure, corporate, and entertainment sectors, as well as exhibition stand design, retail, and contract projects. Its ecosystem combines design, technology, production, and operational expertise into a model capable of managing every stage of a project, from initial concept to execution. Through its international network and extensive range of services, Henoto develops tailored solutions for brands, businesses, and event organizers, transforming spaces and specific requirements into experiences that reflect clients’ identities and support their presence in international markets.

At PACK EXPO Chicago, Henoto delivered exhibition stands for Berhalter, Zambelli, Senzani Brevetti, Clevertech, In Pack Machinery, Bergami, Brevetti CEA, Stevanato, Copamex, Macchi, I2R North America, SACMI, ICA, Mini Motor, and Turatti. These collaborations are part of a period of strong commercial expansion in the United States, where the group aims to consolidate its presence and work increasingly closely with its partners.

The design of exhibition spaces played an integral role in how companies presented themselves at PACK EXPO, where technological innovation was a strategic priority for exhibitors. Stand layouts, material choices, and visual identity were essential components in showcasing products and corporate expertise, helping shape how brands were perceived and positioned in the market.

In the United States, Henoto Group has already established a strong presence in the North American market and is pursuing a growth strategy that continues to expand its scope of operations. This presence reflects the company’s international reach and its ability to operate directly in the U.S. market, providing brands with extensive experience in exhibition stand design and temporary architecture.

PACK EXPO International concluded on October 21. Beyond packaging technologies and industrial automation, the event offered a broader perspective on the relationships and expertise that support the competitiveness of companies operating in the sector across international markets.

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Pizza as an ambassador for an entire food industry. At SIAL Paris 2026, the Campania Region is presenting TuttoPizza International, a project that draws on the global appeal of the art of the Neapolitan pizza maker to showcase and promote the region’s agri-food supply chain.

How did TuttoPizza International come about?

TuttoPizza International, developed in collaboration with the SIAL network, is a project of great importance to us. The art of the Neapolitan pizza maker is recognised by UNESCO as intangible cultural heritage, and we have a responsibility to continue promoting it around the world. But telling the story of pizza also means telling the story of flour, mozzarella, fiordilatte, tomatoes, olive oil and the other outstanding products that make up its supply chain.

Why is collaboration across regional departments important?

Pizza is more than a food: it is also business, culture, tourism and identity. This is why the project brings together the regional departments responsible for Agriculture and Fisheries, Economic Development, Culture and Tourism. This integrated approach allows the Region to present itself abroad as a coordinated whole.

How do you turn the popularity of Campania’s cuisine into business opportunities?

Participation in SIAL needs to generate tangible opportunities. We have organised live cooking demonstrations that allow international buyers to experience the products firsthand. The Region supports businesses as they enter overseas markets, helping them establish new sales channels and explore new business opportunities.

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A substantial, coordinated presence reflecting the diversity of Italy’s food and beverage sector. At SIAL Paris, Universal Marketing has brought together regions, industry consortia and businesses for one of the sector’s leading international events. Donato Cinelli, CEO of Universal Marketing, outlines the scale and significance of a delegation bringing around 200 Italian companies to Paris across more than 3,000 square metres of exhibition space.

SIAL is one of the world’s leading showcases for the food and beverage industry. What does this event mean for Italian companies?

SIAL is a major trade fair for the global food and beverage industry and one of the most important events of the year for our companies. Taking part means engaging directly with international markets in a first-class setting, where the quality and diversity of Italy’s offering can be fully showcased.

What does Italy’s collective presence look like at this edition?

The delegation we are supporting is substantial and well organised. It includes several Italian regions — Calabria, Campania, Sicily, Lazio, Sardinia and Molise — alongside numerous industry consortia. In total, we are talking about around 200 companies and more than 3,000 square metres of exhibition space. These figures reflect the strength of a collective effort and the Italian food and beverage sector’s ability to bring a broad, distinctive offering to global markets.

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Exporting a product is not enough: it also means telling the story of the place, culture and way of life behind it. This is the vision guiding GAL Approdo di Ulisse, a local action group, in its approach to international markets. Through its Nuove rotte per i nuovi mercati (“New Routes to New Markets”) project, the group works alongside the Campania Regional Government to connect local food production, dining and tourism, using the appeal of internationally recognized destinations to support local businesses. We spoke with Gennaro Fiume, director of GAL Approdo di Ulisse.

GAL Approdo di Ulisse represents an area that already enjoys considerable international recognition. What is your strategy for strengthening its position further?

GAL Approdo di Ulisse operates across provincial boundaries, covering the Sorrento Peninsula, the Amalfi Coast and the island of Capri: places with a longstanding international appeal, widely associated with hospitality, quality of life and good food. Together with the Campania Regional Government, we are working on the New Routes to New Markets project to promote the products that best express this identity: PDO- and PGI-certified products, as well as branded specialties, from wine and olive oil to fior di latte mozzarella and other high-quality livestock products. We want to raise awareness of their quality while also inviting international consumers to discover them where they are made, because experiencing the area firsthand adds to their value.

Campania’s cuisine already enjoys a global reputation. How do you turn that reputation into tangible economic opportunities?

The challenge is to turn our wealth of outstanding products into opportunities for real development. That is why we take an integrated approach: rather than promoting individual products in isolation, we connect them with restaurants, the landscape, culture and tourism. An international trade fair allows people to discover and taste our specialties, but the message needs to go further. We want to encourage people to visit the Amalfi Coast, the Sorrento Peninsula and Capri, explore their cultural and culinary heritage, and experience our way of life firsthand. The Mediterranean diet, along with local food and wine, is thus becoming an increasingly important part of what the area offers visitors, creating tangible value for local businesses.

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Turning biodiversity into a competitive advantage and trade fair participation into a structured approach to international expansion: this is the strategy Calabria is bringing to SIAL Paris, with 39 food and beverage companies taking part. We spoke with Saveria Cristiano, head of the Promotion Division at the Calabria Region’s Department of Agriculture.

Which sectors do the 39 participating companies represent?

The delegation offers a broad snapshot of Calabria’s food and beverage industry, from mountain spring water and baked goods to distinctive local specialties such as ’nduja. There is also a wide range of beverages made with the region’s citrus fruits.

What makes Calabria distinctive in terms of food and agriculture?

Calabria’s strength lies in the extraordinary diversity of its landscape. Within just a few kilometers, you can go from mountains to plains and the sea, with environmental conditions that support a wide variety of agricultural products.

What role does the regional government play?

For many Calabrian companies, expanding into international markets offers a tangible opportunity for growth. The regional government has developed an ongoing promotional program, helping businesses connect with qualified buyers and importers.

What is the main challenge in establishing a presence abroad?

Quality alone is not enough: we need to explain the places, people and circumstances behind it. A food product always carries the image of the place it comes from.

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WASHINGTON, D.C. — Italian excellence and the relationship between Italy and the United States took center stage at the fourth annual Italpress Awards, held at the Washington Hilton in the nation’s capital.

Established in 2023 by Italpress founder and editor-in-chief Gaspare Borsellino, the awards recognize Italian and Italian American figures whose work promotes Italian achievement and strengthens the country’s presence on the international stage.

This year’s ceremony, hosted by journalist Stefano Vaccara, brought together representatives from government, diplomacy, business and the media. Opening remarks were delivered by Robert Allegrini, president of the National Italian American Foundation (NIAF), and Giorgio Mulè, vice president of Italy’s Chamber of Deputies.

Five individuals received awards: Attilio Fontana, president of Italy’s Lombardy region; Giorgio Marrapodi, Italy’s permanent representative to the United Nations; Marco Peronaci, Italian ambassador to the United States; journalist Gianni Riotta; and Tommaso Tanzilli, chairman of Ferrovie dello Stato Italiane, Italy’s state railway group.

Each recipient was presented with an artwork by Marco Gallotta, a New York-based artist of Italian descent known for his distinctive paper-cutting techniques, as well as his work in drawing, painting and engraving. The piece depicts the world with Italy prominently highlighted.

For Fontana, the recognition was an opportunity to acknowledge the people of Lombardy. He described the award as a meaningful acknowledgment of years of public service but emphasized that the real credit belonged to the region’s residents, whose needs and aspirations guide his administration’s work.

Marrapodi highlighted the importance of reliable journalism, particularly at a time when distinguishing credible information from misinformation has become increasingly challenging. He also spoke of his longstanding professional relationship and friendship with Borsellino, praising Italpress for its contribution to accurate reporting.

Ambassador Peronaci viewed the award as a reflection of Italy’s growing international engagement and the enduring importance of the transatlantic partnership.

“In a complicated world, the relationship with the United States remains fundamentally important across every aspect of our shared history,” Peronaci said.

Journalist Gianni Riotta emphasized the role of international journalism in connecting audiences across borders. He praised Italpress for building networks that help Americans better understand contemporary Italy while giving Italian audiences a clearer picture of the United States.

For Tanzilli, the recognition reflected the broader international ambitions of Italy’s railway industry. He pointed to the group’s role in developing transportation infrastructure and its ambition to expand its expertise beyond Italy.

“Our ambition is to become Europe’s metro system,” Tanzilli said, also expressing interest in opportunities to bring the group’s know-how to the United States.

The ceremony also provided an opportunity for Borsellino to reflect on the agency’s international expansion.

The Italpress Awards were launched in New York in 2023, coinciding with the agency’s 35th anniversary and the opening of its New York bureau. Since then, Italpress has signed more than 30 partnership agreements with international news agencies and television organizations while expanding its presence in the United States.

That expansion has included a correspondent’s office at United Nations headquarters and, more recently, a television production space at Piazza Italia in Times Square.

Borsellino described the first four years of the awards as a success and confirmed plans for additional international partnerships and correspondent offices in strategically important locations.

Beyond the awards presentation, the event featured two discussions examining contemporary Italian and American affairs.

Antonello Piraneo, editor of the Italian newspaper La Sicilia, interviewed Ambassador Paolo Zampolli about President Donald Trump and relations between the United States and Italy. A second conversation, led by La Sicilia deputy editor Mario Barresi, featured Giorgio Mulè and explored Sicily’s challenges and opportunities under the theme “Sicily: The Curse of Great Beauty.”

The fourth edition was supported by principal partners Beyond-Medov Group, Enel, FS Group, GKSD, Intesa Sanpaolo, Menarini, Pirelli, Terna and Webuild.

What began as an anniversary initiative in New York has developed into an annual occasion for recognizing Italian achievement abroad, reflecting both the increasing international ambitions of Italpress and the continuing relevance of the relationship between Italy and the United States.

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For a region whose economy is made up mainly of micro and small businesses, entering international markets requires practical support, sustained commitment and coordination. At SIAL Paris, Molise is showcasing a selection of its high-quality food and agricultural products with a clear strategy: helping businesses connect directly with international buyers, distributors and industry professionals.

Which products and regional strengths are you focusing on?

Molise is one of Italy’s smallest regions, and its business community consists predominantly of micro and small enterprises. Their size makes structured public support particularly important in helping them enter international markets. The Molise Regional Department of Agricultural Policy, headed by regional agriculture minister Salvatore Micone, is working toward this goal.

We are focusing on quality products, including those with protected designation of origin (PDO), controlled designation of origin (DOC), protected geographical indication (PGI), typical geographical indication (IGT) and organic certifications. Our range includes wine, olive oil, cheese, truffles, preserves, coffee and almonds: often niche products with strong ties to the region’s identity.

How important is it to meet international buyers and distributors directly?

It is a crucial step. Expanding into international markets begins by bringing supply and demand together, and events such as SIAL provide an ideal platform for making those connections. The role of public institutions is to facilitate this process, giving businesses the support they need to showcase their products effectively and develop tangible commercial opportunities.

What practical support is available for this process?

The Department of Agricultural Policy provides ongoing support to improve the quality of the region’s food and agricultural products, support producers and promote their work. Participation in SIAL and other industry trade fairs is also made possible through European Union funding, including resources from the 2014–2022 Rural Development Programme.

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A century of supporting Italian businesses, and a challenge that already looks to the future: strengthening the global presence of Made in Italy amid geopolitical tensions, tariffs and growing competition. At SIAL Paris, we met with Matteo Zoppas, president of the Italian Trade Agency.

How has the international presence of Italy’s agri-food sector evolved?

The numbers clearly show how far we have come: in 2025, agri-food exports reached approximately €72 billion. This is the result of sustained work on quality, research and innovation, which has helped turn our recipes and products into a globally recognized brand. We are not simply promoting physical products: we are promoting a form of soft power that strengthens perceptions of Italy and the identity of Made in Italy.

What impact does “Italian sounding” have?

The use of Italian-sounding names and branding on non-Italian products has two sides. On the one hand, it harms Italian producers and risks confusing consumers; on the other, it shows just how desirable and recognizable Italian food culture is around the world. The phenomenon is estimated to be worth between €120 billion and €140 billion. The challenge is to turn that enormous recognition into an informed choice in favor of authentic products.

What role do Italy’s institutions and business organizations play in helping small and medium-sized enterprises expand abroad?

Entrepreneurs deserve the credit first and foremost, but Italy’s institutions and business organizations must be able to work as a team. We help companies take part in major international trade fairs and targeted business missions. At the same time, we bring buyers, specialist journalists and key industry professionals to Italy.

What are the challenges for the coming years?

Tariffs, conflicts and international instability can slow trade. But Made in Italy has shown considerable resilience and an underlying capacity for growth. The government has set a target of €700 billion in exports. Reaching it will require everyone involved to keep moving in the same direction, with caution but also firm commitment.

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