Food and social connection drive new cultural trends in Italy

Research from Together Lab, an observatory promoted by HEINEKEN Italia in collaboration with Università IULM, indicates that food is increasingly becoming a central tool for social connection among young people aged 18 to 35. The study, which analyzed over 14,400 spontaneous online conversations, suggests that shared culinary experiences—such as cooking together or trying new cuisines—are replacing physical locations as the primary drivers of social meaning.

In a similar vein of celebrating culinary identity and connection, the Bottarga Festival returns to Cabras from September 18 to 20. Themed ‘Relazioni di gusto’ (Taste Relations), the event aims to use the local specialty, bottarga, as a starting point to discuss broader topics including science, geopolitics, and climate change. The festival will feature show cooking, masterclasses, and debates involving chefs like Hirohiko Shoda and Moreno Cedroni, as well as scientists and journalists.