NEWLY arrived Italian Consul General Vincenzo De Luca still remembers his first visit to Shanghai in 1991, and especially the Peace Hotel.

The hotel became his favorite place in the city when he discovered that famous Italian scientist Guglielmo Marconi, the inventor of radio, came to Shanghai to promote his invention at the hotel.

"In the 1930s, for a very important Italian person like him to come to Shanghai, then a city well known all over the world, to present his invention, that is very symbolic for us," De Luca tells Shanghai Daily.

De Luca, who arrived to take up his new role in December and will stay for at least three to four years, has already found an ancient Chinese saying to express his approach to life. It is a quote from Chen Liang (1143-1194), an ancient philosopher from the Song Dynasty (960-1279).

"By perseverance, you can have success in every job. With competence, you can have success in every field.

"My motto for life is perseverance, competence and to work the best you can. And I want to express it through Chinese thinking, which also shows the level we would like to work with Chinese partners here," says De Luca.

The 52-year-old diplomat describes his career "peculiar" compared with a standard diplomatic one. In addition to embassy services in his early years, De Luca has mostly been appointed to large Italian companies and economic sections for diplomatic consul, including five years at ENI, an important Italian oil and gas company, and several years in the field of industry, trade, energy and commerce.

"My economic and commercial background is one of the reasons why I was appointed as consul general in Shanghai," he says.

"We want to highly support our presence here and we would like to work in a more systematic way, which means to increase the profile and visibility of all Italian companies and products in the area."

As the two countries celebrated the 40th anniversary of bilateral diplomatic ties in 2010, bilateral trade value went beyond US$45 billion for the year, 44 percent up from 2009 and threefold from 2004. When Premier Wen Jiabao visited Rome in October, Wen and Italian Prime Minister Silvio Berlusconi indicated the new target to double the number to US$80 billion in 2015.

According to information from the Ministry of Commerce of China, Italy is currently China's third-largest trading partner in the European Union, the fifth-largest source country in direct investment, and the third-largest source country in technology import. And China is Italy's largest trading partner in Asia.

In Shanghai alone, the economic interchange has also been increased from US$10 billion in 2007 to almost US$17 billion in 2010 (38 percent of the total trade between Italy and China).

"We have about 500 companies established in Shanghai now, and about 1,000 in all the four provinces this consulate covers - Shanghai, Zhejiang, Jiangsu and Anhui provinces," says De Luca.

He adds that the biggest portion of the interchange lies in the field of machinery and electrical machinery. Other fields include plastic, optical instruments, leather, fashion, shoes and cars.

"We will organize many events to promote Italian products and companies here, as well as assisting Chinese companies to invest in Italy. We would like to increase the interchange in both directions," he says.

He especially welcomes more Chinese companies to explore investment opportunities in Italy, since "this is the area with large potential for increasing in the interchanges, especially since there is strong complementarity between companies of the two countries."

The promotional events will be conducted in the form of sectorial missions to cover not only the well-known big names but also small-to-medium enterprises, a major and significant composition of Italy's economy.

De Luca is especially interested in organizing missions in the field of new technology, particularly green economy technology and life science technology, as well as luxury goods.

There has been a significant growth of Italian products in Shanghai, which has increasingly become an international showroom for luxury goods. Many famous Italian brands have opened flagship stores in Shanghai, and all of them are very much appreciated by the Chinese consumers and experiencing a growth success.

"I can't even recognize the city since I first visited in 1991, because it has completely changed. You can see the idea of development in China all in the city of Shanghai," he says.

"I do appreciate the plan of the municipality to make Shanghai as much a city of technology, logistics, transportation, new technology and also a showroom of all luxurious goods from all over the world, and especially from Italy."

The Italian Consulate General in Shanghai is well known for organizing a variety of cultural events including academic forums, art exhibitions, film screenings, concerts and lectures. This tradition is also to be kept under the new boss.

"We would like to have integrated promotion of all Italian aspects, and culture is a significant element," he says.

Key universities from the two countries have long-standing exchanges. Currently, more than 10,000 Chinese are studying in Italy, while the amount was only a little more than 1,000 in 2001. The consulate receives about 50,000 visa applications from the covered areas each year. Italy by Numbers

41st

The two countries will mark the 41st anniversary of bilateral diplomatic ties this year.

US$45 billion

Bilateral trade value went beyond US$45 billion in 2010, 44 percent up from 2009 and threefold from 2004. The new target is to double the number to US$80 billion in 2015.

3rd

According to information from the Ministry of Commerce of China, Italy is currently China's third-largest trading partner in the European Union, and China is Italy's largest trading partner in Asia.

500

Italy has about 500 companies established in Shanghai and about 1,000 in all the four provinces that this consulate covers - Shanghai, Zhejiang, Jiangsu and Anhui provinces.

10,000 students

More than 10,000 Chinese students are studying in Italy, while it was only a little more than 1,000 in 2001.

Q: How long and where have you been a diplomat?

A: 22 years – Sudan, Tunisia and France.



Q: Favorite spot in the city?

A: Peace Hotel. It is a symbolic place that I visit every time I come to Shanghai. In 1933, Italian inventor Guglielmo Marconi promoted radio, his invention, at the hotel to the community in Shanghai.

Q: Who throws the best diplomatic party (aside from you)?

A: I have just arrived, but in the past month, the best party I attended would be Ferrari's "Shanghai in Red" at the Bund.

Q: How do you spend leisure time?

A: I love traveling and making friends with people. I would like to spend my leisure time to visit at least all the areas around Shanghai, and hopefully a lot of other places in China as well, making myself more familiar with the Chinese culture.

Q: What is your motto for life?

A: "Gong gui qi jiu, ye gui qi zhuan" from ancient Chinese philosopher Chen Liang (1143-1194) in the Song Dynasty (960-1279). It means "by perseverance, you can have success in every job. With competence, you can have success in every field."

Q: What do you miss most from home?

A: My friends, but they can always come visit me in Shanghai, so it's alright.