On 4 December, the second episode LinkedIn Live series by Registro .it took place, focused on strategic digital topics of interest to businesses.
The session, titled “Enhancing Made in Italy worldwide: your online strategy for internationalization”, featured journalist and content creator Massimo Fellini in conversation with Barbara Carini, Head of News Business at East Media and expert in Far East markets.
The discussion, rich in concrete examples, highlighted how a solid online presence is now an essential starting point for any company aiming to take Made in Italy beyond national borders. Carini emphasized that a company’s website remains its true international business card: it is where artificial intelligence algorithms - from Gemini to ChatGPT - extract the information they provide to users, and it is where a potential client forms an immediate impression of a company’s credibility. Automatic translations, poorly crafted texts or inconsistent content can instantly undermine trust, while well-executed linguistic localization becomes a competitive asset that allows companies to communicate effectively without losing their identity. “We don’t need to sound like a Chinese company, we need to sound like an Italian company speaking to the Chinese”, she noted.
Another topic raised during the live session concerned the impact of AI on access to information: although the rules are not yet fully defined, clear, up-to-date and reliable content continues to play a decisive role. Companies can already improve their online visibility simply by taking care of their website, as this is where AI “reads” and selects the most credible sources.
The discussion then shifted to the Chinese and Korean markets, two complex but opportunity-rich environments, each with its own dynamics. According to Carini, Korea allows for a more gradual entry, relying on dedicated landing pages, strong work on Naver and “dark” Instagram campaigns targeted exclusively at the local audience. China, by contrast, requires a more structured approach: local hosting, custom-built landing pages and the strategic use of platforms such as WeChat or Little Red Book, while channels like Weibo are now less effective, except in specific cases related to fashion or celebrity marketing.
Understanding cultural differences and how Asian companies approach foreign brands is essential. Rituals, attention to form, longer negotiation times and more indirect communication styles are key aspects to grasp before entering a business discussion: from the way business cards are exchanged to how issues or requests are handled, every detail contributes to the perception of professionalism and respect. The relationship between online and offline is equally crucial, especially during trade fairs or business missions: attending an event without a landing page in the local language means missing out on valuable connection opportunities. Customer care also follows very different standards compared to Europe, with extremely fast response times for premium or luxury e-commerce and a strong expectation for human - not chatbot - assistance. In the B2B world, replying immediately is always a good practice, even if just to indicate when a full response will follow.
Between mistakes to avoid, best practices and cultural nuances, the session offered a practical guide for Italian companies wishing to enter foreign markets with credibility, realism and method, while enhancing what makes Made in Italy truly unique. Internationalization is no longer reserved for a select few: today it is a strategic step requiring sustainable investments, professional expertise and careful development of a company’s digital presence.