Italy's capital will showcase the lifestyle of its people at the Shanghai 2010 World Expo, local official Francesco Maria Orsi told Xinhua in a recent interview.

With its theme of "The Rome Experience," the events and projects to be staged by Rome have a double goal: promoting Rome's image on the international stage and opening up opportunities for Roman firms wanting to do business in China, said Orsi, mayor Gianni Alemanno's delegate for the Expo.

"Rome has all credentials to be an ideal model of the Expo's theme 'Better City, Better Life' thanks to its unique historical and architectural beauties, life quality and style," Orsi said.

What makes Italy's capital so special is its life "experience," its most precious asset. Apart from Rome's monuments, which have witnessed a great imperial past, Orsi stressed that Rome is at the same time a symbol of beauty, love of life and well-being.

"Everyone visiting our city is enchanted by its beauties and unique way of life. There is no doubt that Rome is one of the most beautiful and best cities in the world, and it's exactly this notion we will showcase in Shanghai," he said.

Recalling a television broadcast seen during his last visit in Shanghai, Orsi said he was impressed by the answers the Chinese public gave to what they believed made up Rome's appeal. "The key-words quoted by the interviewers were: sport, empire, food, wedding dresses and romanticism."

Orsi said that the World Expo will be a chance to highlight the common cultural and imperial links between Italy and China.

He said Rome will stage 60 projects linked to six macro-areas at the Expo: tourism, sport, environment, culture, food and university. The Roman delegation visiting Shanghai will include both local public agencies and more than 80 private firms.

Boosting bilateral investments is also fundamental. "The Expo represents a great opportunity to introduce Roman firms in China and develop business contacts," said Orsi.

"Today's global economic and financial drive comes from China and the rest of Asia. There is no doubt that these markets' booming demand attracts Italian companies' investments," he said.

Orsi said it is not easy for Rome's companies to enter the Chinese market. He expressed the hope that the Expo will help "open Asia's doors" to Italian firms.

On the other hand, the official said he hoped the event could also help increase Chinese investments in Rome.

The Shanghai Expo will finally serve as an ideal international platform for Rome's official candidacy for the 2020 Olympics, Orsi added.

Among the entertainment activities to be staged at the Expo, there will be a fashion show of Rome's major wedding dress designers, and the blind Italian tenor Andrea Bocelli is expected to perform twice at the Expo, Orsi said.

(Xinhua March 4, 2010)