Chewing Gum Day in Naples: A Free Tour in Piazza Dante

On Saturday, September 12th and Sunday, September 13th, 2026, Piazza Dante hosts the Naples leg of Chewing Gum Day , the free tour organized by Perfetti Van Melle to celebrate the international anniversary of chewing gum, celebrated every year on September 30th. An experiential area with a customized Airstream, games, and installations tells the story of the product that has conquered generations.

The Chewing Gum Day 2026 Tour

For the first time, the celebrations will extend beyond the confines of a single city and become a traveling tour across Italy. After Naples, the event will stop in Rome at the Castel Romano Designer Outlet on September 19th and 20th , and will conclude in Milan at the CityLife Shopping District from September 25th to 27th , transforming squares and urban spaces into places of discovery, play, and entertainment dedicated to the world of chewing gum.

The initiative is free and open to all: in each city, visitors can explore a fully customized Airstream , a journey that tells the story of chewing gum, its curiosities and benefits for oral health, with informative and accessible content.

What to do in Piazza Dante

Outside the Airstream, the experience continues with a themed space featuring scenic installations, interactive activities, and games designed to engage both adults and children. The tour also offers an opportunity to rediscover the brands that have shaped the history of chewing gum in Italy and around the world, from Air Action Vigorsol and Big Babol to Brooklyn, Daygum, and Vivident.

All participants receive a selection of exclusive products and gadgets . This event is one of the weekend's events: for other scheduled events, please consult the guide to events in Naples from September 7th to 13th.

A project that has been growing since 2022

The tour represents a new chapter in the journey Perfetti Van Melle began in 2022 with Chewing Gum Reloaded , the educational project created to spread greater awareness of the world of chewing gum. Following the initial press initiatives and the success of the 2025 edition, which opened the Museum of Dreamers in Milan to the public free of charge, the 2026 edition brings the celebration to multiple cities for the first time, bringing the product closer to the general public.

Frequently asked questions about Chewing Gum Day in Naples

When does the event take place in Naples?

The event will take place on Saturday 12th and Sunday 13th September 2026 in Piazza Dante, with free admission.

Who organizes Chewing Gum Day?

The event is organized by Perfetti Van Melle , one of the world's leading groups in the production of chewing gum and sweets, as part of the Chewing Gum Reloaded project.

What can you do in the experiential area?

You can tour a customized Airstream themed around the history of chewing gum and participate in interactive outdoor games and activities. Participants receive exclusive products and merchandise from Air Action brands Vigorsol, Big Babol, Brooklyn, Daygum, and Vivident.

How much is admission

Admission is free for all stops on the tour, including Piazza Dante in Naples.