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In a bold move that blurred the line between marketing stunt and civic reinvention, a small village in southern Spain made headlines in 2025 by officially changing its name to “Villapizza”—yes, like the food.
Formerly known as Villanueva del Río, the town had been struggling with population decline, youth migration, and a stagnant local economy. But everything changed when the mayor, inspired by the global popularity of Italian cuisine and the viral power of quirky branding, proposed a radical idea: rename the town after the world’s most beloved dish.
The vote passed by a narrow margin. Within weeks, the town’s signs were updated, a giant pizza slice sculpture was erected in the main square, and local businesses rebranded overnight. The bakery became “Pane & Pomodoro,” the gas station added a wood-fired oven, and the town’s annual summer festival was renamed “La Sagra della Pizza.”
The results? Tourism skyrocketed. Influencers flocked to Villapizza for selfies with the giant slice. Food bloggers documented the town’s creative takes on regional pizza styles—from Andalusian anchovy flatbreads to saffron-infused crusts. Even international media picked up the story, dubbing it “the most delicious rebrand in history.”
But not everyone was thrilled. Some longtime residents lamented the loss of the town’s historical name and identity. “We were Villanueva for centuries,” said one elderly local. “Now we’re a hashtag.”
Still, the economic impact was undeniable. Hotel bookings tripled. A new culinary school opened. And young families began returning, drawn by the town’s newfound fame and opportunity.
Villapizza may sound like a joke—but it’s a real place, with real people, and a real lesson: in a world driven by attention, even a name can change your fate.