Cultural channels in the regional imports of differentiated products: the case of Made in Italy

While the literature typically examines cultural factors influencing international trade at the national level, their effects vary significantly across territories within countries. This study addresses this often-overlooked territorial heterogeneity, focusing on regional imports of differentiated products enjoying country-of-origin effects rooted in cultural origins and driven by specific cultural channels. Empirically, it investigates the role of Italian migrants and universities offering courses in Italian culture and language in attracting regional imports of Made in Italy products, such as Italian food and fashion, emblematic of these place-based cultural qualities. Drawing on data from an original database covering 147 importing regions outside Italy, findings reveal a positive association between the presence of Italian migrant communities and universities offering education in Italian culture and language and the regional imports of Made in Italy goods.