In the central area of Shanghai along the tree-lined Yongjia Road of Xuhui district sits the gelato shop Amuni Gelato, providing Italian-style ice cream. Behind the counter is Alessandro Conti, known to his social media followers as Alex, who has carved out a piece of Italy in this Chinese metropolis.
The Sicilian has called Shanghai home for eight years, part of his 12-year journey in China that began with majoring in Mandarin at university. After exploring various cities, he settled in Shanghai, drawn by its international character and opportunities.
"Shanghai is my home," Conti says. "Home isn't just where you were born. It's where you find happiness, have people you care about, enjoy good food, and where you wake up every morning feeling excited about the day ahead. Shanghai gives me all of that."
READ MORE: A fusion of Italian desserts and Chinese pepper
He opened his gelato shop in the middle of 2024, a deliberate decision. "Shanghai is the perfect place for a gelato shop," Conti explains. "The city's cosmopolitan nature means the people are open to authentic Italian desserts."
The establishment adheres to traditional Italian methods, using seasonal fruits, natural nuts, fresh milk, and eggs in its handcrafted recipes. The shop's signature yellow interior was also deliberately chosen to reflect Sicily's sun-drenched landscapes.
Conti's path to running a gelato shop is rooted in his love for food. "In Sicily, food is central to everything," he says. In 2023, he returned to Italy for formal culinary training, focusing on gelato-making techniques before launching his Shanghai venture.
The shop's most popular offering is pistachio gelato, made with nuts sourced from Conti's home region. This flavor holds particular significance for him — it was his childhood favorite in Sicily, earning him the nickname the "pistachio prince" from his father and social media followers.
Food is how Conti connects with people and shares his culture. This philosophy guides both his business and his content as an influencer.
He has been a social media content creator since 2021 and his accounts boast hundreds of thousands of followers across various platforms, with videos focusing primarily on Shanghai's diverse food scene.
For Conti, Shanghai serves as an endless source of content with its constantly evolving restaurant scene and culinary innovations. Rather than chasing trending topics or viral fame, he prioritizes authentic recommendations, particularly focusing on small and independent restaurants that might otherwise go unnoticed.
"Small businesses are essential to Shanghai's character," he explains. "If I find a good, small restaurant, I want to help promote it. These places deserve to survive and thrive."
His approach has resonated with followers, many of whom seek out his recommended restaurants. Some have even experienced the places featured in his videos about his hometown while traveling to Sicily.
ALSO READ: Art inspires stronger China-Italy ties
Despite challenges facing small business owners, Conti maintains an optimistic outlook. "Although the current economic situation is not ideal, I hope that business will improve next year. I will continue to work hard and do my best," he says.
Considering both his native Sicily and adopted city of Shanghai home, Conti will continue to operate his gelato shop while creating content, seeing both ventures as ways to bridge Italian and Chinese cultures.
