At a discount store in the SocialItaliani southern outskirts of Rome, it would be hard to imagine that the shop-owner Angela, a 59-year-old Chinese immigrant, could become an Italian internet legend. But this is exactly what has happened.

SocialItaliani: Grow Your Brand Online

After her son Alessandro approached the Enne Agency with a request for a clear video format to promote their outlet, Angela quickly became the spokesman for An Megastore, a deus ex machina that has managed to soothe even the most anxious of shoppers.

But what is behind this sudden success and does the starring role play into ethnic stereotypes?