Study abroad in the city of chocolate
Since the early 20th century, Perugia has cultivated an enduring relationship with chocolate. This deep-rooted affinity has manifested itself through a singular entrepreneurial affair involving the confectionery company Perugina: the company’s abiding commitment has always been to link its creations to the rich cultural landscape of the Umbria region. Perugina has created myths in the realm of chocolate: the iconic Bacio and Cioccolato Luisa, born of the brand’s innovative spirit, have gone far beyond simple confectionery and have become famous symbols of both the city of Perugia and the entire Italian art of chocolate making.
It is interesting to briefly delve into the history of the iconic Perugina, whose fame is known throughout the world. In 1907, in Perugia, a group of pioneers in the art of confectionery, consisting of Francesco Buitoni, Leone Ascoli, Francesco Andreani and Annibale Spagnoli, started Perugina. This bold initiative led to the creation of a candy workshop, marking the beginning of a deep-rooted confectionery tradition. In 1919, Perugina reached an important milestone with the opening of its first store in Italy. This event marks a significant moment in the company’s history and represents another step toward success. Some time later, in 1939, Perugina also made its debut in America, opening its first store in New York, on prestigious Fifth Avenue. In 1921, Perugina reached another important milestone in its history when it registered the patent for the chocolate bar called “Luisa.” This name was chosen in honor of Luisa Spagnoli, one of the company’s key figures. In 1922, Luisa Spagnoli’s extraordinary creativity gave birth to a new chocolate that would become an icon in the chocolate world. This delicious chocolate was later renamed “Bacio Perugina” by Giovanni Buitoni. In 1988, the history of Perugina underwent a significant change when the company was acquired by Nestlé Italiana SPA. This acquisition marked a major turning point in the company’s management and development.
Perugia continues to be active in chocolate production through initiatives that celebrate this sweet heritage. The Chocolate Museum and the Chocolate School are two iconic places that offer an immersion in chocolate culture, allowing visitors to appreciate the tradition and craftsmanship associated with chocolate and the city of Perugia. In addition, Perugia is famous for Eurochocolate, Europe’s largest event dedicated to chocolate. This festival takes place every year in October and attracts chocolate lovers from all over the world, offering the opportunity to taste delicacies from different places, participate in tasting sessions and enjoy chocolate-related shows and activities. Thanks to these initiatives, Perugia continues to be a top destination for chocolate lovers and a place where chocolate tradition remains linked to innovation. In Umbria, alongside the large chocolate companies, there are also numerous small businesses and artisan workshops that produce high-quality chocolate. These artisanal workshops are the core of the Chocolate District project, promoted by the Perugia Chamber of Commerce. This project aims to enhance and promote the local chocolate-making tradition, recognizing its cultural and economic importance. The Perugia Chocolate District is part of the Cioccolati d’Italia Network, along with the Chocolate Districts of Modica and Turin. This collaboration helps to raise awareness of Italian chocolate, highlighting the excellence throughout the country. Perugia is currently the headquarters of the International Association “The Chocolate Way”, an organization committed to the promotion and official recognition of a European cultural route dedicated to chocolate. Its main goal is to preserve and protect the cultural, artistic and historical heritage related to chocolate. Casa del Cioccolato, located in Perugia, is a place for chocolate lovers and those who wish to immerse themselves in the history and culture of chocolate in this fascinating city. Established in 2007 on the occasion of Perugina’s centenary, this facility is a must-see attraction for those who want to learn about the art of chocolate production.
As is evident, Perugia has a very varied and rich history when it comes to chocolate, and it continues to keep the tradition alive. One of the treasures of this city is the Turan artisan chocolate laboratory, located in Perugia’s main square. This laboratory offers an extraordinary experience, an interactive immersion in the world of chocolate; in fact, Umbra’s students have the opportunity to experience the creation and processing of chocolate bars, even providing for their decoration.
Chocolate is an important part of the city’s identity, and the students were able to directly confront this reality. Asking some of them about their thoughts and impressions about the workshop, some interesting answers came up. For instance, Michael Ricci, from Chapman University, appreciated the story behind the name “Turan,” which draws inspiration from the Etruscan goddess. The beautiful view of the main square further enriched his experience, but what really impressed him was the creativity in mixing different types of chocolate to create unique flavors. In addition, he noted that all the students worked successfully during the workshop, creating high-quality chocolate bars.
Elsa Martin, from Williams College, on the other hand, was surprised by the importance of chocolate in Perugia. It was great for her to discover that Turan is run by a woman. She noticed a clear difference between the taste of handcrafted chocolate and industrial bars, and tried her best during the workshop. Elsa also discovered that cocoa beans can have different flavors depending on their origin.
Kayla Dubbs, also from Uconn, however, was fascinated by the influence of Perugina’s famous “Bacio” on today’s chocolate culture, with high-quality stores scattered throughout the city. Kayla also emphasized the uniqueness of the entire festival Eurochocolate, an event that represents something completely different from what she experienced in America.
If you are interested in knowing more about Perugia and what is like to be an Umbra Student have a look here: