Naples, January 28, 2026 – A new project aimed at preserving and promoting the historic shops and activities that embody the authentic soul of Naples has been launched by Chupito, a Milanese creative agency. The initiative seeks to counter the prevalent trend of quick, often superficial, social media portrayals of the city by focusing on its rich heritage of craftsmanship and family businesses.
Chupito, founded three years ago by young Lombard and Campanian entrepreneurs, announced the project as part of the celebrations for Partenope’s 2,500th anniversary. Its core mission is to “bring stories of work, tradition, and people back into focus,” moving beyond stereotypes to highlight the resilience of artisans, families, and businesses that have stood the test of time in Naples.
Social Media as a Tool for Storytelling
The project leverages social media not merely for entertainment but as a powerful tool for storytelling. Chupito plans to select a historic shop or a family business at risk of disappearance and provide it with a free, year-long communication pathway. This will include the production of videos and tailored content designed to narrate its history, present activities, and future aspirations.
“Naples is not just what is often seen on social media today, but an ecosystem rich in history, work, and skills that deserve to be told, supported, and accompanied. It is as if in the digital era there is a new underground Naples to rediscover, and this is our goal,” stated Stefano Maiolica, CEO of Chupito.
Federica Sbezzi, co-founder and COO of the agency, added, “We believe that social media can be used to preserve memory and not just to chase trends. Telling the story of a shop means telling a part of the city’s story.”
The Impact of Short-Form Video and AI
Paolo Bonetti, co-founder and business lead, highlighted the significance of Chupito’s approach: “Chupito, which means the production of short videos with high organic potential based on storytelling and edutainment, represents today the single digital innovation that has generated the greatest concrete impact on companies’ business; in the current landscape, the only comparable transformation in scope and effects is that introduced by artificial intelligence.”
How to Participate
Businesses interested in participating or individuals wishing to nominate a historic activity can do so through the agency’s website at www.chupito.it/napoli. The selection process will take place in the coming weeks, with the project slated to commence in the course of 2026.
This initiative underscores a growing recognition of the need to protect and promote the cultural and economic fabric of historic cities like Naples, using modern communication tools to ensure their legacy endures in the digital age.
