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Soft Power

A question of taste

— Italy


Italians have never really believed in hard politics. They’ve always known that the root to real power is through a person’s stomach, and have acted accordingly, building up an enviable array of world class food and drink brands.

Aperol, Caseificio Val Ceno, Illy

If recent talks in Brussels over the fate of the eurozone are anything to go by, Italy’s prime minister Silvio Berlusconi wields little power on the international stage. Yet while the leader of the world’s eighth largest economy was little more than deadweight at the negotiating table, it’s unlikely the same treatment would have been meted out had discussions dealt with the dinner table. After all, when it comes to food, Italy is arguably the world’s lone superpower.

It’s no secret the Bel Paese’s most effective weapon to sway public opinion lies…


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