Italians know a phrase that has gone viral in recent years and has something to do with the region of Molise. The expression in question is “Il Molise non esiste”, in English “Molise does not exist“. But how? How can a region that appears on Italian maps not exist?
The expression “Molise does not exist” has become a viral phenomenon, fueled by jokes, memes and social media posts. The phrase has roots in the region's recent history, as well as its geographic location and modest size. Indeed, Molise is often seen as one of Italy's most forgotten regions…but as we love to promote in our magazine “Italy Inspired”, don't be fooled! Even the smallest regions or towns in Italy have a world to discover.
Molise became an autonomous region in 1963, breaking away from Abruzzo. This separation, while legitimate, has led to a certain invisibility compared to other, better-known and more populated regions of Italy. With about 300,000 inhabitants, Molise is the second least populated region in Italy and boasts only two provinces, Campobasso and Isernia. As a result, its popularity is significantly lower than neighboring regions such as Campania and Lazio.
The phrase “Molise does not exist” was initially used in a joking tone, almost as a joke. It was adopted by comedians and public figures, helping to spread the idea that Molise is a mysterious and little-visited place.
In addition, this phrase is used because Molise is also a very peaceful region where not much happens: in fact, Molise is almost never mentioned on the news or in news stories in the newspaper. This is because it is a small and peaceful region!
Of course, Molise does exist! And indeed, it is a favorite destination for Italians and others. This is because by dint of hearing the jokes in reference to the fact that “Molise does not exist”, a curiosity has been born to discover this wonderful region and to promote it more and more!
Social media played a crucial role in spreading the idea that “Molise does not exist”. Hashtags such as #ilmolisenonesiste have gained popularity on Instagram and Facebook, generating funny anecdotes and memes highlighting the absurdity of this claim. The virality of this content has drawn attention to a region that was wrongly sidelined, stimulating interest in its cultural and natural heritage.
The idea that it “does not exist” has stimulated curiosity and interest. People are more inclined to visit a place they consider mysterious or unfamiliar. This has led to an increase in tourism to regions that were previously overlooked.
So this is a story with a happy ending and shows how ironically social media can be used to promote the area. What about you, are you curious about visiting Molise?