Moyobamba: Inca Kola inaugurates artistic murals together with the Ministry of Culture and Unesco Peru

Inca Kola inaugurated on Saturday, May 7, together with the Ministry of Culture and UNESCO Peru, a series of 11 artistic murals that formed a canvas of more than 200 meters in the Zaragoza neighborhood, in the Moyobamba province (San Martín region). The admirable artistic display highlights the designs of 8 local artists, who worked hand in hand with the residents of the community to carry out the project, promoted within the framework of the Pact for Culture by 2030.

The series of murals brought out the talent of young artists from the city of Moyobamba, representing the most characteristic of local culture and the drive of their communities. In an example of what we can achieve when we work hand in hand, the artists received the support of residents of the Zaragoza neighborhood, who actively participated in the painting of the mural and donated their facades for the initiative. Among them, many winery businesses have opted for the project.

“Art is one of the best ways to express what represents us, it is a showcase to show what we are proud of and what brings us joy. This special project has allowed us to do just that and is a demonstration of the power of the collective, of the great things that happen when we come together with a common goal. This is the message that, from Inca Kola, we want to communicate to all Peruvians”, comments Luiz Felipe Schmidt, Senior Manager of Government Affairs at Coca-Cola.

This joint initiative adds to the deployment of actions that Inca Kola has been leading in different regions of the country to bring a message of unity to all Peruvians. Under this premise, the drink with a national flavor has the objective of making Peruvians appreciate the positive aspects of our differences and use them to build “a Peru that pleases us.”

“Today we see how the private sector, the State, the neighbors and UNESCO Peru come together to make something very important a reality, which goes beyond cultural identity, which is the joy and feeling of a people,” said the Minister of Culture, Alejandro Salas. In addition, he added that this initiative is an example of what we can achieve when we unite and when we express our joy through culture.

For his part, Jose Salazar, Technical Secretary of the Pact for Culture by 2030 and UNESCO Peru specialist, recalled that the agreement signed with the Ministry of Culture will lay the foundations for the sustainable recovery of the Peruvian cultural sector and its positioning as an axis of development in the country. “Inca Kola’s contribution to the Pact for Culture by 2030 is fundamental. They are an agent of change that contributes to sustainable development, valuing our cultural diversity. We believe that its presence as a founding member of the Pact is key to inspiring more companies to join this multi-stakeholder platform. The inauguration of these murals is a clear example of the impact that culture has on the social, economic and environmental dimension of our territories”, he commented.

The opening ceremony also included the participation of the Deputy Minister of Cultural Heritage and Cultural Industries, Janie Gómez; the general director of Cultural Industries and Arts, Laura Martinez; Luiz Felipe Schmidt, Senior Manager of Government Affairs of Coca-Cola, who represents Inca Kola, and officials from the UNESCO Office in Peru; as well as local authorities and citizens in general.

About the murals

The elaboration of the murals was possible thanks to a participatory process between 8 participating artists and residents of the Zaragoza neighborhood, which was led by the teams of the San Martín Decentralized Directorate of Culture and the Arts Directorate of the Ministry of Culture.

In a first phase, the actions focused on raising awareness in the community, to then move forward with the designs and conceptualization of the works through meetings in which everyone could contribute ideas. In the final stage, the images that already adorn the streets of the Zaragoza neighborhood were presented and validated.

On the opening day, community members were also able to participate in free art workshops and received technical guidance from the artists.

All these actions aim to promote the appreciation of cultural diversity and promote cultural rights, as part of the Pact for Culture by 2030 (more information at www.pactoporlacultura.org)

“With this special initiative, Inca Kola reaffirms its commitment to accompany Peruvians as a spokesperson for national multiculturalism and the country’s riches, inviting them to work together to build a nation that pleases us. We are committed to working hand in hand with artists from different regions and artistic styles to make visible the great diversity of cultural expressions that make up our Peruvian identity and generate artistic pieces that represent much more than the sum of the parts, beautify our neighborhoods and fill us with pride” , concluded Luiz Felipe Schmidt during the opening event.