Italy ended 2021 successfully, selected by The Economist as the country of the year. One main reason was the global rise of the Italian rock band Måneskin’s following their win at Eurovision and continuous success touring worldwide.

Italy is well-known for its traditional music and movies, but can the country increase its soft power pushing for a stronger international potential similar to the spread of Korean Pop — better known as K-Pop — which has been defined Hollywood’s number one competitor? Italy has no shortage of hit singles and movies, but certainly it is also known for its long history and proud heritage.