In Garda, Italy.

Used to live a Japanese student (several actually) He asked what tha word meant, we said that, in that context it was used as emphasis, similar to the word ‘very.’
He struggled a bit with the r in very so adopted the word above instead, not always appropriate.

They also give out stickers with the same slogan. And serve very good coffee. And beer from a tap made from bombers.

I liked their “mine is longer” bike rack

Lot of clothes with the same slogan on it – and the bag you get from the shop when you buy something is signed by a clutch of pro-riders and carries on in much the same way.

I don’t think they know the meaning…………..