What does this initiative highlight, and what are its objectives?
The promotional strategy is based on a simple yet powerful insight: Peruvians often rediscover the value of their country when they see it through the eyes of those who admire it.
Stories that inspire love for Peru
The slogan "Love for Peru Knows No Borders" reinforces the campaign's focus on inspiring stories of foreigners who have made Peru part of their lives and Peruvians who, through their talents and love for their homeland, help showcase the nation's culture and biodiversity on the international stage.
"This campaign represents one of the Peru Brand's most significant strategic and creative initiatives in recent years. Over the coming months, we will have a strong presence across digital platforms to connect with different generations and audiences, both in Peru and abroad," PromPeru Executive President Michael Guevara stated.
The official added that the campaign team traveled across various Peruvian regions to tell real-life stories that reflect the richness of Peru's identity and the pride of those who carry Peru in their hearts.
"Through this initiative, we seek to bring the Peru Brand even closer to all Peruvians, strengthen its positioning, and continue consolidating a strong reputation that inspires pride, generates trust, and projects a positive image of the country nationwide," he said.
The presentation featured three inspiring stories that embody the campaign’s spirit and demonstrate that love for Peru can be expressed in many different ways.
Among the "More Peruvian Than Ever" campaign stars are Kennedy Leavens, a U.S. citizen who works with communities of women weavers in Cusco region; French chef Timour, recognized for promoting Peruvian cuisine internationally; and Tatiana Espinosa, a Peruvian forestry engineer and conservationist committed to protecting the Amazon rainforest.
The promotional video also features Jorge Rodriguez Grandez, lead singer of Los Mirlos, the renowned Peruvian cumbia band with a career spanning more than 50 years, as well as an ambassador of Peruvian music.
Likewise, the Cabinet member congratulated PromPeru for fostering a strategy that strengthens both Peru's international image and its citizens' pride.
Peru Brand consolidation
Since its creation in 2011, the Peru Brand has established itself as one of the country's most important promotional assets, bringing together public and private sector efforts to strengthen Peru's reputation, as well as boost tourism, exports, and investment.
Its greatest achievement has been uniting the country by becoming a symbol with which all Peruvians identify and by building a recognizable and consistent identity for Peru at both the national and international levels.
With the "More Peruvian Than Ever" campaign, PromPeru—an agency attached to Mincetur—reaffirms its commitment to continue building a Peru Brand that is close to the people, relevant, and representative of all Peruvians.
National pride is also a powerful tool for fostering development and projecting the country more strongly to the world.
(END) LZD/MAO/MVB
Publicado: 22/7/2026