SortAnd there is an object that accompanied the daily history of the Italians, that is undoubtedly the Moka. But not an ordinary mocha, rather the legendary Moka Bialetti. Iconic And unmistakable. After almost a century of glorious history, however, The company that has revolutionized the way of drinking coffee, Today he changes citizenship and passes the witness to the Chinese tycoon Stephen Cheng. A passage that, far from being only economic, is also symbolic, representing a tradition that gives way to the dynamics of globalization.
The Moka Bialetti, the Coffee Rite
It was 1933, when Alfonso Bialetti had the intuition that he would mark an era: that mochaIndeed, It was not just a coffee maker, but a small domestic revolution. With its innovative design, he managed to bring an espresso worthy of the most renowned places to the houses. And, together with the coffee, he brought something even more precious: a ritual. His gurgling on the fire, the wait for the first aroma, the moment in which the coffee was poured into the cup, were moments that marked the daily life of millions of Italian families. It was Renato Bialetti, however, the son of Alfonso, to transform the mocha into an iconmaking it recognizable all over the world, Thanks to the famous “little man with the mustache”. Since then, the moka was no longer just an object, but a symbol of Italianness.
The advertisement that made history
And, in fact, of Moka Bialetti, one cannot speak without mentioning the importance of his advertising campaigns. The undisputed protagonist of these campaigns was, in fact, The famous “little man with a mustache”a reassuring and nice -looking character, Designed by Paul Campani in the 1950swho represented Renato Bialetti, son of the founder Alfonso, and who quickly made breach in the hearts of Italians.
An image of the exposure ‘Moka sets off. A brilliant intuition that has become myth ‘. The Moka Express Bialetti is the mother of all the subsequent and modern evolutions of the coffee machine. HANDLE
The carousel: “It seems easy”
The “carousel”the television advertising program of the time was the perfect showcase for the Moka Bialetti. Funny and family commercials, they told the simplicity and efficiency of the coffee maker, accompanied by the memorable slogan: “It seems easy!”which evoked the intuitiveness of the use of the object and its impeccable result. The little man with the mustache became Bialetti’s ambassadorassociating the brand with quality and Italian values. And, even today, its image is recognized all over the world as the distinctive sign of the mocha.
From the glories to the crisis: a destiny already written
Unfortunately, all this was not enough, however: despite its global success, Bialetti has faced a profound crisis in recent years. The changes in consumption, the rise of capsule coffee machines and the increasing market competitiveness, put the company to the test. The drop in sales and growing debt led Bialetti to look for new roads, Until the decision to give control to the new capital fund. Certainly, the choice to move on to a Chinese property represents, for many, a symbolic loss. Like other Italian historical brands that have given way to globalization, unfortunately also Bialetti was unable to maintain that exclusive link with the territory that had made it unique.
As a symbol of Made in Italy, the iconic Moka Bialetti enters the orbit of Chinese magnate Stephen Cheng (Getty Images)
La Moka Bialetti: a legacy that resists
If there is one thing that Moka Bialetti has taught, it is that simplicity can be powerful. Even under a new property, The iconic coffee maker will continue to do his job: Prepare coffee and tell stories. Moreover, whether it is a cup in a house in Shanghai or a coffee prepared in a small apartment in Rome, the mocha remains a symbol of a universal ritual. A ritual thathopefully, It will be able to bring some more than that Italian magic all over the world.
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