Guanajuato Brand Drives Over 147 Million MXN in Sales at the León State Fair 2026

The 2026 edition of the People’s Pavilion featured spaces distributed across halls B300, C3, Mezzanine, and the new C5 venue, with the latter hosting 138 exhibitors. This infrastructure expanded exhibition and sales capacity, facilitating interaction between local producers and national and international visitors. The strategy focused on positioning Guanajuato’s MSMEs as competitive brands capable of standing out through quality, innovation, and added value in increasingly demanding markets.

Fashion, Creative Industries, and Agri-Food Sectors Drive Supply

One of the key focuses was the promotion of the fashion and design sector. Through the “Fashion Wednesdays” initiative, over 120 brands from the leather-footwear, textile, jewelry, fashion, and agri-food sectors participated, showcasing their products in nine runway shows in hall C3. This initiative aims to project local creative talent and strengthen regional production chains. Furthermore, this format is expected to be replicated at other strategic events such as the Irapuato Strawberry Fair 2026 and the León Summer Fair.

Business Formalization and Strengthening of Guanajuato Brand

During the event, a booth for the Mexican Institute of Industrial Property (IMPI) was set up, achieving 205 business registrations. This contributes to formalization, brand protection, and the consolidation of commercial identity. Additionally, the Ministry of Economy offered labor linkage services through programs such as CONEECTA, micro-credentials, and Industrial Connection, aimed at strengthening professional competencies, employability, and business competitiveness. The People’s Pavilion integrated the participation of 19 state agencies, which brought economic programs, training, financing, and business advisory services closer to citizens. Additionally, cultural, recreational, and social promotion activities contributed to creating a family-friendly atmosphere and increasing visitor attendance, a factor that directly impacts sales and the visibility of local products.

Guanajuato Brand as a Commercial Growth Platform

The consolidation of Guanajuato Brand as a commercial positioning platform contributes to strengthening production chains, job creation, and the international projection of local businesses. In this context, support for MSMEs will continue to be a key element for the state’s economic growth, especially in manufacturing, agri-food, creative, and service sectors. This article