Interview with Fabrizio Luongo, Deputy Vice President of the Naples Chamber of Commerce. The Museum of True and False, the damage of counterfeiting, the enhancement of businesses artisans, the integration of young people, the prospects for internationalization: there are numerous issues addressed in this interview with Fabrizio Luongo, Deputy Vice President of the Chamber of Commerce of Naples. How did the idea of the Museum of True and False come about? The Museum of the True and the False was itinerant, now after the signing of a protocol of understood, it will have a permanent office at the Naples stock exchange. The works will start during in the summer and then inaugurated between the end of October and the beginning of November. Five shop windows permanent buildings of about 5 square meters each divided by sectors (food, fashion, toys, etc.) in which the goods seized by the Guardia di Finanza and the Judiciary will be exhibited. Then the Museum it will be equipped with technologies such as robots and augmented reality, all to raise awareness young people: counterfeit goods are harmful to the economy, health and the environment. Is it a way to combat the phenomenon of counterfeiting? It is also important to describe the operations carried out by the Guardia di Finanza and the Customs otherwise the citizen does not have the perception of a change in daily life. Investigations usually start from the street vendor but then follow who sells the fake for intercept the entire supply chain and seize large containers. All this must be told also through films because we have to stir the minds, we have the duty to direct the new generations to civic education and legality. Sometimes you are not aware that buying from a stall is nourishing illegality? Instead, you have to make a mea culpa and think that buying a fake damages the environment and health, as well as financing the slavery of children. The real difficulty, when yes seizes the counterfeit goods, it is represented by the costs to keep them in the warehouses in storage and disposal which can be very high. This is a very theme delicate because the Camorra can slip into these passages. Our businesses are good at copy and this also decreases the appeal of big brands, instead we have to incentivize new brands to have a portfolio of quality products. What can be done for business? We have a trademark and patent office and businesses can register their own trademarks. It is necessary to enhance the artisans who are seen only for stereotypes while the unique piece, the fact tailor-made has great value. In Naples we think of Talarico who makes umbrellas or Cilento ties. How is the current situation considering the period of the pandemic? Despite the crisis, there is a strong push towards self-employment. From January to March they have 5,500 businesses opened and 4,000 closed. To be precise, the figure is 1,492 in credit. Now it is necessary to understand and investigate why these companies have closed, especially to know the consequences in terms of employment. What are artisan companies missing? Companies have no capacity for innovation, for example Capodimonte ceramics has not managed to innovate by integrating with modern design. To do this, young people need to work with craft businesses, give space to their ideas and maybe communicate through social media to understand if there is a market that responds. We must keep up with the times, innovations are undergone or governed, better to govern them. From an internationalization point of view? At the end of December there will be a new agreement between the UK and Italy, so our job is to explain for businesses like Brexit it can also be an opportunity. The role of the chamber system is prepare companies and help those who have the potential but not the skills and competences, for for example to have an approach with foreign buyers. From September to August 2022 Israel will have a sabbatical year, every seven years the fields must be rested for one year, so they will import 100% of the food. For Israel, the food sector in the world corresponds to Italy and in particular to Campania. To export, however, companies will have to have the Kosher certification, so it is important to know the uses and customs before going to a market, this means being attentive to the interlocutor. How many companies does Campania have? Naples and its province include 320,000 businesses of which 27,000 are artisans while the Region Campania has 520,000 companies and 75,000 artisans. We are the third Chamber of Commerce after Rome and Milan but our primacy is to be the youngest region in Italy therefore with a strong propensity for entrepreneurship. Today there is a need to open a business of a qualification but then the costs are low. Speaking of young people, is there a desire to become artisans? Unfortunately, the artisan profession has no appeal, professional institutes have few members, about 20/30 boys. A brand reputation operation is necessary, as happened with the chef, with witnesses who support craftsmanship. The craftsman is not a profession but one profession, we must enable children to train, to rediscover theirs manual skills and to give vent to their creativity.