About eighty brands from six countries to offer their products at Paraguay's Asu Coffee Fest

Asunción, Paraguay – The ninth Asu Coffee Fest is set to bring together approximately 80 coffee brands from six countries, including Colombia, Bolivia, Argentina, Italy, Brazil, and host nation Paraguay. The event, scheduled for July 22-23, 2026, aims to foster the growth of the coffee sector by showcasing products and connecting producers, entrepreneurs, and coffee lovers.

Jacinto Santa María, Paraguay's National Secretary of Tourism (Senatur), described the festival as being of "interest" for the development of the regional economy. Speaking at a press conference in Asunción, Santa María emphasized the festival's evolution from a promotional platform to a significant showcase for Paraguayan talent, innovation, and entrepreneurship.

Laura Dolián, one of the event's organizers, anticipates around 10,000 visitors, both domestic and international. She noted that the Asu Coffee Fest has become a key gathering point for foreigners residing in Paraguay and serves as a hub for those eager to learn about the coffee industry. "It is a meeting point between those who know and those who want to learn, bringing together professionals from the gastronomic and coffee sectors with people who are eager to learn," Dolián stated.

Santa María, who assumed his ministerial role in late April, has set an ambitious goal for Paraguay to attract ten million visitors by 2037. His strategy includes promoting investments in large theme parks and hosting major international events to create jobs and stimulate economic development. The Asu Coffee Fest aligns with this vision by promoting a specific sector and attracting visitors to the country.