As reported by El Nacional, the Asociación de Emprendedores del Paraguay (ASEPY) unveiled its latest institutional campaign on May 15, 2026, under the banner “Luz de Guía” (Guiding Light). The initiative aims to strengthen the entrepreneurial community across Paraguay by promoting collaboration, highlighting the work of entrepreneurs, and reinforcing network-building within the national productive ecosystem.
The campaign uses a metaphor of a path often walked in uncertainty, suggesting that entrepreneurs can benefit from support networks, mentors, and collaborative spaces that ease project development. ASEPY’s executive director, Martha Arriola Afara, stated that the goal is to reinforce the idea that entrepreneurship should not be a solitary process but a collective effort.
ASEPY currently brings together more than 8,000 entrepreneurs from various parts of the country. The association regularly organizes training sessions, networking events, institutional representation, and exchanges among entrepreneurs, micro, small, and medium-sized enterprises (MIPYMES), and private-sector actors.
The campaign also seeks to raise awareness about the role of entrepreneurship as a driver of economic and social development, highlighting the importance of cooperation and coordination to improve conditions for the ecosystem in Paraguay. The creative work was developed in partnership with the agency Oniria/TBWA and the audiovisual production company Synchro Image.