In May 2026, during the 4th Wine to Asia Shenzhen International Wine and Spirits Exhibition, the century old Italian brand Delong made a heavyweight appearance. As a core representative of Italian lifestyle aesthetics, Delong has always used coffee as a cultural bond, continuously promoting the deep integration of Italian lifestyle and Chinese local culture. This exhibition is another important practice of its deep cultivation of Sino Italian folk cultural exchanges, injecting a fresh perspective on people's livelihoods into the mutual learning between the two civilizations.
Born in Treviso, Italy, Delong has always had the core mission of spreading Italian philosophy of life for a hundred years. During the 2026 Milan Design Week, Delong teamed up with international miniature model master Simon Weiss to create an immersive art installation called "Caf é in Memory". The installation takes inspiration from the five major coffee cultural landmarks around the world and skillfully integrates classic coffee shop scenes from cities such as Milan, Shanghai, and New York with Italian design aesthetics. It not only becomes the core highlight of the dialogue between Italian and Italian cultures at Milan Design Week, but also transmits Italian design concepts and coffee culture back to China through real-time live broadcasts and other forms, allowing domestic audiences to simultaneously experience the Italian core of "design empowers life". This cross-border creation breaks the boundary between product and art, and also establishes the core tone of "cultural exchange rather than commercial display" for Delong's appearance at Wine to Asia.
This time at Wine to Asia, Delong continues the cultural exchange core of Milan Design Week and creates the "Italian Coffee Culture Experience Area". Through the display of coffee making techniques and the fusion of Chinese and Italian flavors, Delong conveys to the audience the core characteristics of Italian food culture, which is the coexistence of ritual and daily life. From the selection of coffee beans to the details of extraction, from the blending of flavors to the scene of drinking, every link carries the Italian people's pursuit of daily aesthetics. This immersive cultural experience allows the audience to understand the essence of Italian lifestyle during the tasting process, and also makes coffee a concrete carrier connecting Chinese and Italian food cultures. At this exhibition, Delong brought star products such as R5 fully automatic coffee machine and cold brew version Silver Knight semi-automatic coffee machine, showcasing the diverse possibilities of Italian coffee with innovative technology and cutting-edge design. R5 features a slim curved body and innovative compartment changing system, allowing for one bean per compartment and free switching of premium global flavors; The cold extraction version of Silver Knight utilizes low-temperature and low-pressure pulse extraction technology to present a smooth and professional cold extraction in just 5 minutes, breaking the time and space limitations of traditional coffee making. A limited edition special of "Delong Meihua Cold Extraction" was specially launched on site, blending fresh cold extracted coffee with floral and fruity flavors, adapting to the atmosphere of the wine exhibition with a light taste, showcasing the infinite creativity of coffee flavor, and allowing the audience to intuitively experience the seamless connection between Italian technology and life aesthetics.
Having been deeply involved in the Chinese market for many years, Delong has always adhered to the core vision of "one coffee cup, integrating two thousand year old cultures". From deep industry cultivation to scene innovation, Delong has built a diverse cultural exchange system between China and Italy. In Yunnan, Delong has delved into the core coffee producing areas of China and established deep cooperation with local coffee farmers and industry institutions. It not only empowers the local industry with the professional experience of Italian century old coffee production, but also explores the local characteristics of Yunnan coffee, bringing the flavor nurtured by Eastern agricultural civilization to the international perspective and becoming a grassroots example of agricultural cultural exchange between China and Italy; In Hainan, Delong relies on the international advantages of the free trade port and the tropical cultural tourism ecology to implement a coffee culture integration project, combining Italian coffee aesthetics with Hainan's coastal leisure culture and tropical terroir, creating a new living scene of "coffee+vacation", and allowing the Italian slow life concept to collide with China's local leisure culture to create new sparks.
As an important participant in the cultural exchange between China and Italy, Delong always believes that true cultural integration is not a one-way output, but a two-way communication based on respect for each other's traditions. The wine and coffee culture of Italy carries the wisdom of Mediterranean civilization in daily life; China's tea and local coffee industries have accumulated a unique foundation of Eastern agricultural civilization. Delong uses coffee, a daily consumer product, as a medium to integrate Italian lifestyle aesthetics into the daily lives of the Chinese public. At the same time, it also feeds back China's local characteristics and life wisdom to Italy, allowing the two cultures to achieve mutual understanding and appreciation in the context of people's livelihoods. Andrea Natale, Director of Coffee Business Development at Delong Group, stated in Shenzhen that in the future, Delong will continue to use coffee as the core link to deepen the breadth and depth of cultural exchanges between China and Italy, allowing Italian lifestyle aesthetics to truly root in Chinese soil, and also allowing the charm of Chinese local culture to go global through this bridge, continuously contributing to the construction of a diverse and symbiotic cross-cultural exchange pattern between China and Italy.
Liaoning ICP Security No. 21122402000217