How “made in Italy” is sold in China from an intercultural communication perspective: the case of Lavazza

With the wave of globalisation, it is now also easier for people to access goods from all over the world. In recent years, the coffee drinking boom in China has been on the rise and coffee is becoming an everyday drink for some segments of the population. As a result, more and more foreign coffee brands are entering China, and Italy, a major coffee drinking country, is also seeking to access the Chinese market with its coffee brands. In this dissertation, I take the advertisements of the Italian coffee brand Lavazza in China as an example of how "Made in Italy" is sold in China, and analyse them from an intercultural communication perspective. The dissertation will try to answer the research questions: How does a local Italian product use culture and language to promote itself in China? And how is culture made relevant? By analysing the language used in the advertisement, the representation of the country's image, the country of origin, cultural differences and cultural integration, from which insights into intercultural communication can be drawn.