Visitors attend the screening of Panorama, an Italian video show, at the Grand Central Station in Man-hattan in June. [Photo provided to China Daily]

"It is to promote the luxury industry rather than specific brands. If you showcase fashion items, it (the impact) is only for a while and then it is gone. New consumers want to understand the cultural side of Italian heritage. So, it becomes important to show them the culture and the roots of Italian luxury. This is what Panorama hopes to do."

Illy, who first visited China more than 25 years ago, has returned to the country more than 25 times since, and has witnessed how the country has changed.

He says Chinese customers, in particular, are now more educated and sophisticated. And Italian brands have been quick to react to this changing trend.