As part of the ceremony marking the 14th anniversary of the
Marca Peru (Peru Brand), Foreign Trade and Tourism Minister Desilu Leon announced that Peru will strengthen its presence in the Asian market by participating in Expo 2025 Osaka. This major international event, expected to attract approximately 28.2 million visitors, will be held on Yumeshima Island in Osaka, Japan, from April 13 to October 13.
"In our pavilion, visitors will have the opportunity to immerse themselves in Peruvian culture through museum exhibits featuring the Nasca culture and the Lord of Sipan. Besides, we will offer daily culinary presentations and an exhibition of Peruvian products such as coffee, cacao, Pisco, jewelry, handicrafts, clothing, superfoods, and alpaca textiles, among others," she specified.
Under the theme "Infinite Possibilities," the Peruvian pavilion at Expo 2025 Osaka will serve as a dynamic space showcasing Peru's biodiversity, cultural wealth, and export offerings.
Attendees will have the opportunity to enjoy a variety of cultural experiences, culinary exhibitions, and Peruvian products.
The Cabinet member announced that a major business roundtable and strategic meetings will be organized to foster commercial alliances in the Asian market.
These initiatives are expected to generate over US$19 million in business opportunities for Peruvian entrepreneurs and exporters.
During the emotional anniversary ceremony —attended by PromPeru Executive-President Ricardo Limo, as well as representatives from the tourism and export sectors and
Marca Peru licensees— not only were past achievements celebrated, but key goals and actions for 2025 were also announced.
"Marca Peru" License Awarded to Los Mirlos
During the ceremony,
the Marca Peru (Peru Brand) usage license was awarded to the iconic Peruvian band Los Mirlos in recognition of their career and their outstanding success in bringing Amazonian sound to international stages.
The connection between Los Mirlos and the national brand not only strengthens the presence of Amazonian music in the global cultural scene but also contributes to Peru's differentiation strategy, positioning the South American country as a nation with a vibrant identity and unmatched artistic richness.
Since its creation in 2011, Marca Peru has been involved in key promotional campaigns such as Peru, Nebraska; Loreto in Italy; the "Recordaras Peru" (You will remember Peru) initiative; and its notable participation in Expo 2020 Dubai.
One of Peru's most significant achievements has been winning the title of World's Leading Culinary Destination 12 times and World's Leading Cultural Destination 6 times. Additionally, Machu Picchu has been recognized as the World's Leading Tourist Attraction.
The Marca Peru Licensees Program, created to advertise the brand, has also played a key role in promoting the tourism, export, and investment sectors.
To date, 831 active licenses have been issued, covering various fields such as exports, tourism, and gastronomy. This initiative has allowed entrepreneurs and PromPeru to work together to promote the best of Peru.
Upcoming Actions for 2025
One of the most innovative initiatives will be the journey of the BAP Union, a training ship that, in collaboration with the Peruvian Navy, will embark on an expedition along the Atlantic coast of the United States and Europe.
The vessel will carry a large red sail bearing the Marca Peru logo and will feature the Casa Peru (Peru Home) exhibition platform, where visitors can learn more about our country's products and services.
Additionally, the Peru Mucho Gusto fair will expand internationally, with planned editions in Madrid and New York.
These events will showcase Peruvian gastronomy and promote key products such as Pisco and cacao in major global markets, generating greater international interest in visiting Peru.
(END) NDP/CNA/JMP/MVB
Published: 3/13/2025