Exploring the New Landscape of Brand Internationalization — Mr. Luigi, Co-founder of Barsetto, Visits China

On May 4, Mr. Luigi Ceccarelli, co-founder of the Barsetto brand and heir of the century-old Italian Ceccarelli family, traveled 9,180 kilometers from Rome, Italy to China. He was warmly received by Guo Junjie, General Manager of Barsetto, along with his management team. Together, they explored the new landscape of brand internationalization.

On the morning of that day, Mr. Luigi visited the Barsetto brand exhibition hall. From grinder-integrated espresso machines and fully automatic coffee machines to the flagship commercial model PB-ONE, the entire product matrix was neatly displayed, showcasing the technological evolution of the brand's coffee machines.

Mr. Luigi paused for a long time in front of the coffee machines and remarked emotionally, "The name Barsetto is derived from the Italian words 'Barista' and 'Perfetto', meaning 'the perfect barista'. Today, this century-old dream has found new life here".

As a professional deeply involved in the global coffee industry who also serves as a consultant for multiple international coffee brands, Mr. Luigi's main focus during this trip was the brand's "hardcore manufacturing strength". That afternoon, he visited the Barsetto brand's super intelligent production base in person, conducting an in-depth tour of the front-line coffee machine manufacturing workshop.

From the precision assembly line to the full-process quality control laboratory, and then to the flavor workshop staffed by SCA-certified professional baristas, Mr. Luigi asked detailed questions about every step.

Especially in front of the dedicated production line for grinder-integrated espresso machines, he carefully examined the technical details of the hole-less flat burr grinding system and the Bluetooth electronic drip tray scale module. He couldn't help but exclaim, "Back then, at our roasting factory in Florence, we pursued the ultimate flavor of every single coffee bean. Today, I see that the innovative technology in each machine is pursuing the same 'ultimate' ".

During their conversation, Mr. Luigi specifically mentioned that the Ceccarelli family and the founding team of Barsetto have always maintained a “deep and close bond”. This bond goes beyond business; it is rooted in a shared belief in coffee culture, transcending time and borders, tightly linking the passion of Italian coffee with the power of innovative technology.

Speaking of Barsetto's development achievements, Mr. Luigi could hardly hide his pride. He remarked emotionally, "I am proud to see that Barsetto, backed by the leading capabilities of Xinbao Holdings, has become the founder and industry leader of global coffee machine technology". His words conveyed both gratification for the brand's century-old heritage and firm confidence in moving forward together in the future.

Michale Kwok, General Manager of Barsetto, responded: "In the future, we will maintain close ties with the Ceccarelli family, carry forward the century-old Italian coffee soul, leverage our leading advantages in intelligent manufacturing, deepen our core coffee machine technologies, empower both commercial and home scenarios, and provide more professional coffee machines for coffee lovers around the world".

Mr. Luigi's visit is not only an affirmation of past cooperation achievements but also a renewed crowning of Barsetto's mission to "help the world better understand coffee culture".

Standing at a new starting point in 2026, Barsetto will redefine the birth of every cup of coffee with more precise extraction technology, smarter human-machine interaction, and a more perfect coffee experience.