One of the world’s leading symbols of Made in Italy excellence has returned to Expo Osaka 2025 inside the Italy Pavilion, hosting a forum dedicated to key topics such as the Bike Economy, the impact of major events on local territories, innovation, tourism, and the future of bicycle mobility.
The Giro d’Italia, a symbol of sport and Italian excellence, last year received official recognition from the Italian Ministry of Foreign Affairs for its role as an ambassador of Sports Diplomacy worldwide. At the heart of the project is the “Giro District”, an immersive and multidisciplinary concept combining the celebrated Italian cycling tradition with the distinctive Japanese culture of Keirin. This district is not merely an exhibition but a laboratory of ideas and visions, where the bicycle becomes a symbol of urban and social transformation. Through conferences, installations, institutional events, and interactive activities, Giro District promotes intercultural dialogue, enhances Made in Italy, and sparks reflection on how the Corsa Rosa and the Italian cycling industry can act as a strategic driver in promoting Italy on the international stage.
Inside the Italy Pavilion at Expo 2025 Osaka—where the Giro d’Italia’s Trofeo senza Fine was displayed alongside two Castelli jerseys (the Maglia Rosa and Maglia Ciclamino), as well as bicycles from leading Italian manufacturers including Pinarello (the official bike of the Corsa Rosa)—a forum was held on the Bike Economy and the impact of major events on territories and businesses, as well as on tourism, innovation, and the future of bicycle mobility. Hosting the event was Mario Vattani, Commissioner General for Italy at Expo Osaka 2025. Speakers included Matteo Zoppas, President of ICE – Italian Trade & Investment Agency; Paolo Bellino, CEO and General Director of RCS Sports & Events; Fausto Pinarello, President of Bici Pinarello; Andrea Gentile, Country Manager Japan at Oniverse; and three cycling champions: Vincenzo Nibali, Davide Cassani, and Maurizio Fondriest.
Thanks to the growing internationalization of its brand, the Giro d’Italia plays a crucial role in promoting Made in Italy worldwide, highlighting the importance of sport as a tool for international dialogue and diplomacy. The Corsa Rosa, with its strong roots in local communities and its ability to unite people in a collective story, once again affirms its role as a global ambassador at Expo 2025 Osaka.
Oniverse also showcased the strong bond between IUMAN Intimissimi Uomo, Maglia Rosa sponsor in 2025, and the Giro d’Italia—two Italian excellences that run together in a competition followed worldwide.
€2.1 billion: that is the estimated value the Giro d’Italia generates for local territories, according to Banca Ifis in its annual report on the bike economy—a sector thriving internationally thanks to Made in Italy excellence and to the Giro, which promotes Italy’s image worldwide, creating a powerful ripple effect that goes well beyond the finish line of the final stage.
Quotes
Matteo Zoppas, President of ICE – Italian Trade & Investment Agency: “Through the synergy between growth diplomacy and sports diplomacy, the Giro d’Italia has become an increasingly important vehicle for the promotion and development of the cycling industry and beyond. During the Giro, we showcase the excellence of Made in Italy production districts to international audiences. We highlight the uniqueness of our territories and, through business forums, connect Italian companies with stakeholders engaged in one of the world’s most prestigious races. The bike economy represents a flagship sector of Made in Italy, capable of combining innovation, design, and sustainability. Data show a positive trend: in the first five months of 2025, Italy’s bicycle exports reached €357 million, up 6.5% compared to the same period in the previous year. In this scenario, Japan—with visibility across Asia—remains a strategic partner, showing a 34% increase in imports of Italian bicycles in the same period, albeit from a relatively small base. Expo 2025 is a valuable opportunity to showcase our companies and strengthen ties with local buyers and stakeholders, reinforcing the commercial bridge between Italy and Asia, especially Japan, which absorbed over €4 billion in Made in Italy exports between January and May of this year. Sport, with its universal language, is a privileged channel of economic and cultural diplomacy, capable of presenting the world with the quality and excellence of Made in Italy and driving export growth. Major events like the Giro d’Italia are unique opportunities to turn potential into concrete results, thanks to the teamwork of the Sistema Italia, the foundation of the country’s growth in international markets”.
Paolo Bellino, CEO and General Manager of RCS Sports & Events: “The return of the Giro d’Italia to Expo Osaka 2025 with the Giro District project represents a further step in the internationalization journey of our Corsa Rosa. The Giro is a cultural and economic heritage that tells the story of Italy to the world and makes a tangible contribution to promoting Made in Italy. The synergy with the Italian Pavilion and with outstanding partners allows us to convey, even in a global context like the Expo, the values of innovation and intercultural dialogue that sport is able to generate. It is a source of pride to see how the Giro can be, at the same time, deeply rooted in tradition and projected toward the future, becoming an ambassador of sports diplomacy and a driver of growth for our country’s territories and enterprises”.
Fausto Pinarello, President of Bici Pinarello: “I am proud that Pinarello, the official bicycle of the Giro d’Italia, will take center stage at Expo Osaka 2025, thanks to ICE – Italian Trade & Investment Agency – and RCS. Our presence represents a concrete commitment to promoting the excellence of Made in Italy and to showcasing the bicycle as a symbol of innovation and sustainability. Pinarello dreams of a world in which people choose to move using the best bicycles. An ideal union where athlete, art, and craftsmanship merge into one, because cycling is not simply a sport – it is care for the body, for the mind, for the soul. Taking part in the dialogue on major events is a way to strengthen the connection between design, sport, and tourism, while promoting the excellence of the Italian System”.
AloJapan.com