Expo Osaka 2025

The spectre of duties reshapes exports: focus on Asia

In a rapidly changing scenario dominated by uncertainty, eyes on the Gate countries and Japan

by Marco Masciaga

4' min read

4' min read

From our correspondent

NEW DELHI - After Donald Trump's surreal ballet of announcements and backtracking on tariffs, it is clear that there is new normal in world trade and that its hallmark is uncertainty. The epicentre of this crisis is the US, but the continent where the reverberations will be felt most strongly is Asia. Trump's big target of course is China, but not even the US's major political and military allies in the region - Japan, South Korea, Thailand and India - are certain to be spared. Neither are those countries with perhaps less close ties - think Vietnam, Cambodia, Laos - but which after the first Trump administration's tariffs have intercepted a large part of Chinese production and integrated with the US economy.

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The end result could be a redrawing of how goods are produced and how the countries targeted by the US administration trade with each other. From this point of view, the most interesting case at the moment seems to be India. Until a few weeks ago, there was little or no indication that India would soon give up the tariff belt with which it has been protecting some of its local industries from foreign competition for decades. Today New Delhi has reopened negotiations on free trade treaties with the European Union, the United Kingdom and New Zealand. And these are not the negotiations of the pre-Trump era - when the pace was more languid than a cricket test match and vetoes were not counted - but urgent negotiations; to be closed within months, not years; possibly without excluding crucial sectors of the economy, such as the automotive industry.

That the world has changed also seems to have been realised by the leaders of China, Japan and South Korea, who in recent weeks have put aside old divisions to return to dialogue first at the level of foreign ministers and then of economic ministers about the need to strengthen trade and cooperation. India and China, two historical adversaries, are also gradually trying to normalise their relations after the big chill following the border incidents of 2020-21. Hong Kong is also actively seeking new trading partners.

High Potential Economies

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In a rapidly changing scenario, the Sace Growth Map presented in recent weeks identified the so-called Gate (Growing, ambitious, transforming and entrepreneurial) countries as key markets. High-potential economies that can open doors to further regional opportunities. In Asia we are talking about countries such as China, India, Vietnam and Singapore. These are often where the best non-EU export performance was observed in 2024. The Asean countries, for example, where Italian exports increased by 11%, with Vietnam seeing growth of 25%.

Confirmation of the trend comes from Ice data which, in photographing exports to Asia last year, put the usual familiar faces on the list: China, Japan, South Korea, India, Hong Kong and Singapore. Looking at the trend in 2024 compared to the previous year, more interesting data emerges, such as the Chinese decline (-20%) and the downturns in Indonesia (-11%) and South Korea (-7%). While all the countries growing in double figures are Asean members: Vietnam and Malaysia (both by 26%), Singapore (+14%) and the Philippines (+10%).

"Diversification," explains Altagamma president Matteo Lunelli, "is a fundamental strategic guideline in responding to the new scenario that is emerging in world trade. Asia is a heterogeneous geographical area for Italian high-end. There are some already important markets on which to work in a direction of consolidation, I am thinking of China and Japan, which have now reached a level of great maturity both in terms of sales and in terms of the ability to appreciate luxury (still absent elsewhere). Others,' Lunelli continues, 'represent a challenge. India is the country showing the most significant demographic growth in the world, with an expanding middle class and a sophisticated culture capable of appreciating Italian high-end. Today, however, a series of tariff and non-tariff barriers make it almost impermeable to foreign brands. For some categories, such as wine and fashion, it will take time for consumption habits to evolve'.

Japan Key Country

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Japan (to which Italy exported more than 8.1 billion euro worth of goods in 2024, +2.2%) therefore remains a key country. The most important export categories are leather goods, clothing articles, tobacco, motor vehicles, and food products. All these items only confirm the centrality of the Italian lifestyle in the consumption of the Japanese, by far one of the people most sensitive to the appeal of Italian craftsmanship.

The conference

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It is therefore no coincidence that on the occasion of Expo in Osaka there will also be a conference on 'Creativity and design, craftsmanship and innovation, new trends in a changing world. Italy and Japan in comparison', which will be attended not only by Lunelli, but also by Ambassador Mario Vattani, Commissioner General for Italy at Expo Osaka 2025, the Ambassador of Italy in Japan Gianluigi Benedetti, the President of the VII Culture Commission of the Chamber of Deputies Federico Mollicone, the President of Confartigianato Marco Granelli and the President of the Furniture Fair Maria Porro. It was an opportunity to reaffirm the strong ties between the two countries, which share the same feelings on beauty and quality.

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