From art exhibitions to musical performances and gastronomy promotion, the Embassy’s cultural sector plays an important role in strengthening bilateral ties with Germany. In our interview, the Ambassador shared his insights and the importance of presenting a more diverse and complex portrait of Peru that goes beyond well-known cultural symbols. The following excerpts explore how culture is a key component in strengthening Peru-Germany relations:

What does cultural diplomacy mean to you?

Cultural diplomacy is the deliberate exchange of ideas, traditions, customs and own expressions. Its aim is to build bridges among nations through the purest of means, as well as to foster understanding and dialogue by sharing pieces of our national culture in different contexts. From the foreign policy point of view, this is also an important extension to the comprehensive overall cultural policy of a country. It is a way to assure that arts, history and immaterial/material goods are positively promoted and respectfully treated. This is also a form to make a country known to the world and increase overall interests among the people.

What are the main strategies that the Embassy of Peru in Germany uses to promote Peruvian culture?

Given our experience and practical daily work, we would stress that the “Maria Reiche Hall” is one of our most important assets. By having a conference room of its own, the Peruvian Embassy is able to constantly host different cultural events. From art exhibitions to book presentations, from Andean music instruments concert to movie screenings and fashion shows, from Pisco Sour workshops (our national cocktail) to cooking classes, and so on. In that sense, the “Maria Reiche Hall” allows us to give a main platform to different representatives of Peruvian culture.

Once or twice a month, the Peruvian Embassy hosts one of the above-mentioned events. During the last weeks, two different vernissages dedicated to the temporary art exhibitions “Mundos Paralelos” and “Deidades Itinerantes" were organized within the walls of the Embassy. These events received many visitors and allowed prolific Peruvian artists to show a piece of their work.

Likewise, the Embassy is in constant cooperation with different projects and key actors that aim to raise interest in our country. From promoting and advertising Peruvian cultural events that take place in different venues all around Berlin, to attending concerts of prestigious Peruvian music bands like Los Mirlos. From the visit of restaurants, which show the culinary treasure that is Peruvian cuisine, to the yearly official promotion of new movies in the prestigious Berlinale Festival.

What are the biggest challenges the Embassy faces when carrying out cultural projects in Germany?

Raising interest in Peruvian cuisine, art and music remains the top one priority of Peruvian cultural diplomacy in Germany and all around the world. Therefore, we are seeking to increase our cooperation projects with all possible representatives of Peruvian culture and Germany. Giving them a platform and promoting their activities by our possible means represents the biggest interest and challenge for us. Therefore, and consequently, the Peruvian Embassy is continuously coordinating with our three General Consulates in Germany, such as Hamburg, Frankfurt and München, in order to strengthen our cultural diplomacy strategies.

Another important challenge remains being the possibility of recovering all the viable amount of the pre-Hispanic cultural goods -that belong to our Cultural Heritage- that have left our country, illegally or legally, during the XXth century (mainly ancient ceramic artefacts). Nevertheless, the Federal Ministry of Foreign Affairs of Germany carries out an extraordinary work in order to help us to recover these cultural pieces.

Is there any cultural priority that the Embassy seeks to highlight in the German context?

The Embassy is deeply committed to show all aspects and versions of Peruvian culture in Germany. Peru was awarded twice with the Title of best worldwide culinary destiny by the prestigious World Tourism Atlas. Hence, making Peruvian cuisine more acknowledged remains one of our central goals. Nowadays there are many important Peruvian restaurants in Berlin and Germany and local people are starting to develop a major interest in our rich gastronomy.

Visual and plastic arts, literature, as well as music and even cooking classes are constantly promoted in the “Maria Reiche Hall”, as I mentioned before. An important focus of many of said exhibitions is to raise awareness about indigenous traditions and worldviews. During Amazon Week, which took place last June, we organized an event called “Amazonian Movie Afternoon”. Dozens of people attended our event, in which we showed three short films about the history, traditions and nowadays routines of the Amazon region.

How does the Embassy cooperate with German cultural institutions, such as museums, universities and cultural centers?

The Embassy of Peru coordinates directly with a number of important and key German actors in order to join forces and support each other in achieving different objectives. To mention a few government entities, the Federal Ministry of Foreign Affairs and the Federal Ministry for Economic Cooperation and Development stand out. Some German cultural institutions that work with us are the prestigious Berlinale, the Ibero-American Institute and the Carnival of Cultures. There are also museums and universities like the Humboldt Forum, Humboldt University and the Free University of Berlin. We also have a fluent dialogue with the mass media such as Deutsche Welle, companies such as Latinamerica Verein and cultural centers such as the Haus der Kultur der Welten. Regarding music and literature, our reach includes different associations and initiatives such as Radical Sounds Latin America and Barrio Berlin, among others. Not to mention the important cooperation with the diplomatic corps and various embassies.

What future projects does the Embassy of Peru have in terms of cultural diplomacy in Germany?

We seek to continue giving more value and prominence to our “Maria Reiche Hall” through various and diverse activities that express the cultural and millennial richness of our country. Every month, we will continue to hold art exhibitions, which are open to the public. During October we will hold two art opening exhibitions: “South American traces” by a German-Peruvian artist and “Imprint” by a female artist who is traveling from Peru. We aim to reflect the important ties of unity and friendship between Peru and Germany through an intercultural dialogue that we celebrate and promote.

Following his thoughtful responses, we had the pleasure of meeting Ambassador Augusto Arzubiaga in person at the Embassy of Peru in Berlin, together with the Counsellor of Cultural and Science & Technology Affairs, Mr. Alejandro Manrique. The encounter provided an opportunity not only to delve deeper into his answers, but also to experience first-hand the welcoming environment of the Peruvian mission.

Seated in one of the Embassy’s elegant rooms, surrounded by artworks, the Ambassador spoke with enthusiasm about the role of culture in diplomacy. When asked how it influences bilateral relations between Germany and Peru, he noted that cultural differences are not obstacles but assets: they spark curiosity and dialogue. At the same time, he highlighted the longstanding German migration in Peru, which has created enduring ties between the two societies. The work of Peru with Germany extended more than 150 years of bilateral relations, and more than 60 years in cooperation. What shows the long duration relation between the two countries.

The conversation also touched on the importance of the Embassy’s “Maria Reiche Hall” as a physical space for cultural exchange, even in the context where the digital environment is becoming increasingly relevant. While acknowledging the growing relevance of digital tools, the Ambassador emphasized that Peru’s millennial history and rich traditions require spaces where people can come together, share and celebrate. He proudly pointed to recent digital initiatives, such as the immersive 3D Machu Picchu exhibition in Berlin, which allowed visitors to experience the iconic archaeological site in an entirely new way.

Gastronomy was another key topic during conversation. The Ambassador Arzubiaga spoke about Peru’s recognition as one of the world’s leading culinary destinations and influence. He shared how the Embassy promotes Peruvian cuisine by serving traditional dishes and the emblematic Pisco Sour at official events, prepared by its in-house chef, who trained in one of Lima’s top restaurants.

Finally, our discussion turned to the diversity of Peruvian culture. His Excellency underscored the importance of recovering cultural goods, describing it as both a constant endeavor and a historical duty. He also noted that Peru’s diversity is reflected not only in its cultural heritage but also in agriculture, with the country now a major exporter of blueberries, avocados, mangos and grapes to Germany. These products, he observed, are cultural ambassadors in their own right, bringing a taste of Peru to German tables.

Our visit concluded with a short tour of the Embassy’s Maria Reiche Hall and photos with the Ambassador, capturing the spirit of hospitality and openness that marked the meeting. The exchange offered a vivid glimpse into the Embassy’s mission: to bring Peru closer to Germany through dialogue, creativity and cultural expression.
 

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