After the successful events of 2004, 2006 and 2010 , a new Italian institutional economic mission in China. The mission took place between 13 and 16 January, with the participation of the Italian Minister of Economic Development Flavio Zanonato, head of a delegation nourished by numerous representatives of companies of made in Italy, Confindustria and several other associations. The initiative was designed to establish stronger bilateral relations, consolidate the leading position of Italy in the Chinese market and open up new prospects for cooperation between the two countries. Among other issues, also the re-balance of the trade balance. Two key moments of the agenda: a meeting with the Chinese Minister of Industry Miao Wei and another one with the Minister of Commerce Gao Hu Cheng, respectively, for the signing of a Memorandum of Understanding on industrial policies and a Memorandum of Understanding for the establishment of the China - Italy Business Council.

The Minister Zanonato took part in the Sino-Italian Forum to develop a new model of economic and trade cooperation, sponsored by the Chinese Ministry of Commerce, during which they discussed the Italian proposals about cooperation in some strategic sectors, such as urbanization, agriculture, health, welfare, green energy and environment. The event was also the occasion for the presentation of the plan to attract foreign investment "Destination Italy" - Expo Milano 2015. China will be represented by three pavilions. West East attended the event, with the products of 100ITA brand.