LIMA, Peru — The Commission for the Promotion of Peru for Exports and Tourism (PROMPERÚ) has officially unveiled the "Internationalization of Own Brands Program," a comprehensive multi-year strategic framework designed to catalyze the global expansion of Peruvian creative enterprises. Announced on March 18, 2026, this initiative represents a pivotal shift in Peru’s economic diplomacy, moving beyond the traditional export of raw materials and textiles toward the high-value positioning of finished, identity-driven brands in the international fashion and home decoration sectors.
By providing a structured three-year support system, PROMPERÚ aims to empower national designers and artisans to compete on the world’s most prestigious stages. The program is specifically tailored to address the complexities of global market entry, offering a blend of commercial mentorship, logistical support, and strategic branding to ensure that Peruvian creative talent translates into sustainable international business success.
A Three-Year Roadmap for Global Competitiveness
The Internationalization of Own Brands Program is not a temporary promotional effort but a long-term commitment to business maturity. Participating companies will undergo a rigorous three-year accompaniment process designed to refine their commercial strategies and brand narratives. This duration is intentional, allowing brands to move through phases of market research, initial entry, and eventual consolidation.
In the first year, selected brands focus on diagnostic assessments and the development of a bespoke internationalization plan. This includes identifying target demographics in key markets such as the United States, Europe, and Asia. The second and third years are dedicated to active market presence, facilitated through participation in world-renowned trade fairs, high-end showrooms, and specialized pop-up events in global fashion capitals like Paris, Milan, New York, and Tokyo.
The program places a heavy emphasis on the "strategic use" of national branding tools. This includes the overarching Peru Brand (Marca Perú) and specialized sectoral brands such as "Alpaca del Perú" and "Perú Textiles." By leveraging these established marks of quality, individual companies can benefit from the positive global reputation of Peruvian craftsmanship while building their own unique brand equity.
Strengthening the Value Chain: From Textiles to Home Design
While Peru has long been recognized as a premier sourcing destination for luxury brands—thanks to its high-quality Pima cotton and fine camelid fibers—this program seeks to flip the script. The goal is to transition from being a manufacturer for others to becoming a powerhouse of original design.
The program is open to a wide spectrum of the creative economy, including:
- Apparel and Fashion: Contemporary clothing lines that utilize traditional techniques or sustainable materials.
- Jewelry: Pieces that highlight Peru’s rich metallurgical history and gemstone diversity.
- Footwear and Accessories: Handcrafted leather goods and innovative textile-based accessories.
- Home Design and Decoration: Furniture, ceramics, and home textiles that blend ancestral heritage with modern aesthetics.
By diversifying the export portfolio to include high-end home decor and jewelry, PROMPERÚ is insulating the national economy against fluctuations in the commodity markets and tapping into the growing global demand for "slow fashion" and ethically sourced artisanal products.
Success Stories and Early Adopters
The effectiveness of PROMPERÚ’s branding initiatives is already visible through the success of several "pioneer" brands that have paved the way for the current program. Firms such as Saya, Gaya, Amarena, and Galera have successfully navigated international waters by blending contemporary design with the deep cultural narrative of Peru.
For instance, Amarena has gained traction in European showrooms by highlighting the traceability of its fibers, a key selling point for modern conscious consumers. Meanwhile, Galera has utilized specialized pop-ups to introduce Peruvian home design to urban markets in North America, proving that there is a significant appetite for Peruvian "lifestyle" branding. These success stories serve as the blueprint for the new cohort of companies entering the program in 2026.
Statistical Context and Economic Impact
The launch of this program comes at a critical time for the Peruvian textile and garment sector. According to data from the Ministry of Foreign Trade and Tourism (Mincetur), Peruvian textile and clothing exports have seen a steady recovery following global supply chain disruptions in the early 2020s. In 2025, the sector reported an export value exceeding $1.9 billion, a 7% increase over the previous year.
However, PROMPERÚ analysts note that "value-added" exports—those where the brand identity is Peruvian—command a price premium of 30% to 50% over white-label or OEM (Original Equipment Manufacturer) products. By moving 100 or more companies into the "Own Brand" category over the next three years, Peru could see a significant boost in the net return on its textile exports.
Furthermore, the program is expected to have a significant impact on local employment. The fashion and decoration sectors are labor-intensive, particularly in the regions of Arequipa, Cusco, and Lima. Strengthening these brands ensures higher wages for artisans and specialized garment workers, as the final products target the luxury and "masstige" (mass-prestige) segments of the global market.
The Role of OCEX: A Global Support Network
A unique feature of the Internationalization of Own Brands Program is the integration of the Commercial Offices of Peru Abroad (OCEX). These offices, located in over 30 countries, act as the "eyes and ears" of Peruvian exporters on the ground.
OCEX personnel provide critical market intelligence, such as changing consumer preferences in Scandinavia or regulatory requirements for jewelry in Singapore. They also facilitate connections with local distributors, boutique owners, and "prescribers"—the influencers and fashion editors who can make or break a brand’s entry into a new market. This coordination ensures that Peruvian brands are not just attending fairs, but are meeting the right people to secure long-term purchase orders.
Strategic Implications: Moving Toward a Sustainable Future
In a global market increasingly concerned with environmental and social governance (ESG), Peru’s new branding strategy leans heavily on sustainability. The "Alpaca del Perú" brand, for example, is being positioned as the ultimate sustainable luxury fiber—biodegradable, renewable, and produced through ancient herding practices that support Andean communities.
The program encourages participating brands to obtain international certifications related to fair trade and environmental impact. By doing so, PROMPERÚ is positioning Peruvian brands as the ethical alternative to fast fashion. This alignment with global values is a calculated move to ensure that Peruvian products remain relevant in the eyes of Gen Z and Millennial consumers, who are projected to drive 70% of luxury growth by 2030.
Official Responses and Industry Sentiment
While official statements emphasize the economic benefits, industry leaders have also praised the program’s focus on identity. "For too long, Peru has been the ‘hidden hand’ behind the world’s most famous labels," said a spokesperson for a leading textile guild in Lima. "This program gives our designers the courage and the capital to put their own names on the labels. It is a reclamation of our creative sovereignty."
Government officials at Mincetur have reiterated that this program is a cornerstone of the "National Strategic Export Plan (PENX 2025)." By fostering "sectoral brands," the government is creating a unified front that makes it easier for small and medium enterprises (SMEs) to gain visibility that they could never achieve individually.
Participation and Registration Details
The call for applications is currently open to Peruvian companies that demonstrate a consolidated brand proposal, a high level of design innovation, and the logistical capacity to handle international orders. PROMPERÚ has simplified the registration process to encourage participation from diverse regions across the country.
The deadline for registration is April 9, 2026. Interested entrepreneurs and creative directors are encouraged to visit the official portal at https://eventospromperu.org.pe/event/programadeinternacionalizaciondemarcas to review the requirements and submit their portfolios. For direct inquiries, the program has established a dedicated communication channel via email at [email protected].
As the global fashion landscape continues to evolve, Peru’s proactive stance through the Internationalization of Own Brands Program positions the nation not just as a supplier, but as a global trendsetter. The next three years will be a transformative period for the "Made in Peru" label as it transitions into a globally recognized mark of design excellence and cultural heritage.
