The cultural gravitational pull of Naples is no longer confined to the narrow alleys of the Spanish Quarter or the shores of the Mediterranean. In recent years, a phenomenon known as napoletanità —the essence of being Neapolitan—has evolved from a regional identity into a powerful, scalable digital brand. This cultural export is currently dominating Italian mainstream media, from the glittering stage of the Sanremo Music Festival to the algorithmic feeds of TikTok, transforming local dialect and customs into a “glocal” currency.
This shift is most evident in the recent “Neapolitanization” of Sanremo, Italy’s most prestigious music competition. The festival has seen a surge of artists from the city, including winners and competitors like Sal Da Vinci, Geolier, and others such as Samurai Jay, Aka7even, LDA, and Luchè. The influence is so pervasive that it extends beyond the performers to the production itself, with the announcement of Neapolitan presenters and comedians, signaling that the city’s aesthetic is now a primary driver of national entertainment trends.
The power of this brand lies in its ability to signal authenticity through minimal linguistic markers. In one of Sal Da Vinci’s winning entries, for example, the vast majority of the lyrics are written in standard Italian—co-authored by Milanese songwriter Federica Abbate—yet the inclusion of a single dialect word, accussì, is enough to categorize the entire piece as a “Neapolitan song.” It acts as a dominant genetic trait, a linguistic shorthand that transforms the product’s identity for a national audience while remaining authentic to its roots.
This spiritual and cultural kinship is a hallmark of the city’s artists. Following his triumph, Sal Da Vinci notably shared the emotional weight of his victory by dedicating it to his fellow citizen, Geolier, illustrating a unique form of civic solidarity that transcends professional competition.
From ‘Gomorra’ to the Digital Frontier
The blueprint for this modern cultural expansion was laid in 2014 with the release of the Sky series Gomorra. Based on the debut novel by Roberto Saviano, the series moved beyond the “rustic” feel of previous Italian crime dramas to create a high-impact, international-quality production. Gomorra did more than tell a story of the Camorra; it created a lexicon of memes and catchphrases that permeated Italian youth culture.
The “Gomorra effect” gave rise to a new wave of content creators who learned to weaponize the show’s solemnity for comedic effect. Among the most successful were The Jackal, a collective of actors and videomakers who began their journey in 2011 with the series Lost in Google. They transitioned from YouTube pioneers to a full-scale creative agency, bridging the gap between grassroots internet culture and traditional broadcasting giants like the Rai.
The Jackal represent the “glonapolitan” ideal: a balance of regional authenticity—referencing local landmarks like le vrenzole—and a professional structure that appeals to a global audience. By treating napoletanità not as a provincial limitation but as a versatile tool, they have successfully scaled their influence from web series to mainstream television, including roles in the Sanremo 2026 festivities via co-host Aurora Leone.
The Rise of the ‘Algorithm Entrepreneurs’
While The Jackal occupy the structured, mainstream tier of this ecosystem, a more chaotic and organic economy has flourished on TikTok. What we have is the realm of the “algorithm entrepreneurs”—local business owners who have leveraged the platform’s reach to turn neighborhood shops into national landmarks.
The “creator economy” in Naples has diversified into several distinct niches, ranging from food-porn to ASMR and political mobilization. These figures have managed to “burst the bubble” of their local neighborhoods to achieve celebrity status across Italy.
| Creator | Core Format/Slogan | Business Impact |
|---|---|---|
| Donato De Caprio | “Con mollica o senza” | Expansion to Milan city center |
| New Martina | Smartphone screen protection | 10+ retail points across Italy |
| Gigi “Gigiolone” | “Buongiorno pescheria” | International expansion (Sharm El Sheik) |
| Rita De Crescenzo | Viral catchphrases/mass mobilization | Political and social influence |
Donato De Caprio, for instance, has turned the simple act of preparing a sandwich into an existential choice for his customers: con mollica o senza (with or without the bread crumb). His ability to dedicate sandwiches to a diverse array of people—from famous trappers to grieving families—has created a loyal following of “mollichists” that extends as far as Milan.
Similarly, Carmen Fiorito, known as New Martina, has built a business empire around the meticulous application of screen protectors. By blending the hypnotic quality of ASMR with a relentless video-storytelling format, she has amassed nearly 11 million followers and transitioned from a viral video creator to a retail tycoon with a nationwide presence.
The Intersection of Influence and Power
The final stage of this digital evolution is the transition from entertainment to tangible social and political power. This is best exemplified by Rita De Crescenzo. Rising to fame through provocative catchphrases like ’o bacino and ’o tacatà , De Crescenzo has demonstrated a unique ability to move physical masses of people based on a digital prompt.
Her influence has manifested in several high-profile events, from guiding followers to the ski resort of Roccaraso to mobilizing crowds for peace demonstrations in Rome in 2025. This capacity for mass mobilization has not gone unnoticed by political entities, leading to her involvement in electoral efforts during recent Campania regional elections.
This trajectory illustrates the complete lifecycle of the modern Neapolitan brand: it begins with a local characteristic, is amplified by a global algorithm, is monetized through a business venture, and eventually translates into political or social capital.
As the 2026 Sanremo cycle approaches and the digital landscape continues to shift toward shorter, high-impact video content, the “glocal” model of Naples provides a case study in how regional identity can be scaled without losing its soul. The next critical checkpoint for this cultural trend will be the official programming of Sanremo 2026, which is expected to further integrate these digital-first creators into the traditional media fold.
We invite readers to share their thoughts on the global rise of regional identities in the comments below.
