I would like people –especially those in the cigar industry– to know these individuals. Even if they decide to shorten my text, since they are humble, I want their essence to remain. If someone asked me to describe them in one phrase, I would say: “Too good to be true.”
Read in the magazine (rotate your device for a better reading experience):
The word that best characterizes them is ETHOS –a Greek word that means the inner character, the moral essence, and the integrity that guide a person’s actions. It is not something that can be taught; it is something one is, expressed through genuine kindness and quiet strength.
I am personally blessed that our paths have crossed, not only in the cigar journey but on the journey to self-actualization. Everything we love and dedicate our time and resources to –whether it is cigar culture, the SOTL Global Movement, or Humo Latino– becomes a vehicle for growth, a tool for becoming more open, more tolerant, and more resilient.
Because in the end, even the obstacles we face are blessings. They reveal our potential, show us who we can become, and help us discover ourselves.
The world needs people and organizations like the Humo Latino team –because with their ETHOS, the world becomes a better place to live, to love, and to thrive.
In one sentence, what is Humo Latino?
It is the showcase where, through the experience of a team specializing in journalism, small and medium-sized premium tobacco, accessory, and related brands can share their stories with Spanish-speaking and global aficionados.
How did it all begin?
Humo Latino started from the curiosity of a couple of journalists who were premium tobacco aficionados and initially entered the industry with a cigar shop. There, they met and befriended local producers (Mexico), which sparked the idea of creating a space to promote the tobacco culture, not just in Mexico, but across different parts of Latin America, because “tobacco is spoken in Spanish,” the slogan with which it began. They were convinced that since the main tobacco-producing countries are Latin, news and information about tobacco should follow that path. Naturally, expansion to the United States and Europe followed.
What is the core philosophy, mission, and vision guiding them?
Mission: To disseminate information, knowledge, stories, brands, images, and reflections through quality interviews, news, and articles regarding tobacco, cigars, and their production and commercialization process.
Vision: To be the best specialized magazine for disseminating information about cigars and tobacco in both Spanish and English, offering quality content and reliable information in every publication to achieve international recognition.
What are the next steps? What do you dream of, build, or hope to change in the Cigar World?
We want to continue growing, opening new spaces to bring exposure to the brands that have trusted us. We started with one digital magazine; now we have two digital editions (the Magazine in Spanish and Global in English), a quarterly print edition (Humo Latino Dominicana) and a special English print edition (Humo Latino Global). For the future, we project at least a couple more print editions, in addition to strengthening our clients’ presence on social media.
What obstacles have been overcome?
There have been many obstacles, but I think we could highlight how difficult it is to scale and grow. As in any project, the needs are infinite, but the resources are not.
What message or spirit do you want to convey to the world?
Resilience and resistance. Never give up, because in this industry, any fight is worthwhile, and sooner or later you will achieve your goals. It’s no coincidence that the big brands in the industry have more than a hundred years of history.
CÉSAR SALINAS
General Director, Humo Latino Group.
Location: Xalapa, Veracruz, Mexico.
When I meet digitally with César Salinas, I see a radiant smile, and I feel a warmth that carries both wisdom and peace. He reflects optimism, even when life brings struggle. I sense that César’s philosophy is that he already has everything he truly needs –resilient, grounded, and deeply human. In every exchange with him, I feel that his happiness comes from a place of truth– from his work, his values, and his gratitude for the journey itself. And that is why his presence at Humo Latino feels so essential: because César doesn’t just lead with knowledge; he leads with heart.
Professional Background
César is a journalist specializing in social and political communication, with over twenty years of experience in the field. A graduate of Hispanic Language and Literature from the Universidad Veracruzana, he began his career at eighteen as a copy editor. Over time, he held multiple roles across journalism and public communication.
He is also an entrepreneur. He founded Torre de Madero, La Tabaquería, a cigar shop specializing in Mexican cigars from independent producers, where he partnered with Alberto Arizmendi more than ten years ago. Later, he co-founded and served as Editorial Director for Latino Aficionado Magazine. After completing that project, he and Alberto founded Grupo Humo Latino, creating Humo Latino Magazine and later Humo Latino Journal, a full-color newspaper that ran for eight editions.
In November 2024, they established a company in the Dominican Republic and launched Humo Latino Dominicana, followed by a special English print edition, Humo Latino Global, released during the 2025 PCA Trade Show in New Orleans.
Current Role at Humo Latino
As General Director, César manages the overall operation and vision of Humo Latino. This position, he says, has allowed him to see and live the premium cigar industry from a more human and intimate perspective. Supporting the tobacco industry through specialized media and bringing something unique to the market is, for him, more than professional success –it’s “a constant life lesson” for which he is deeply thankful.
Teamwork and Leadership
César describes his relationship with the team as fabulous. The Editorial and Design teams have known each other for many years and worked together at different points in their careers, which is why this team was formed. “We know how we work, we’re clear on our strengths and weaknesses, and we work well together.”
He remembers the 2023 PCA edition as one of their most unforgettable experiences –where the team celebrated Raúl’s birthday in Las Vegas with “an overabundance of overly sweet whiskies,” creating a night full of laughter and memories.
Challenges and Perseverance
“The biggest challenge was the first two years,” César explains, “when Alberto and I put in a tremendous amount of effort and sacrifice to sustain, grow, and make our company profitable.”
They faced difficult moments but overcame them through belief –in their work, in their shared vision, and in Humo Latino itself. As César says, quoting Jochy Blanco: “If you want to get into this industry, you have to meet two requirements: passion and patience.”
Personal Connection to Cigars
César’s relationship with cigars began when he quit cigarettes after discovering his first bundle from the El Toro Cut Cigar Factory (Gran Fábrica de Puros Recortados El Toro). “They were the most rustic thing imaginable,” he says, “but they were made for the common person.”
He reflects: “Tobacco either grabs you or it doesn’t. There’s no middle ground.” That passion led him to open a cigar shop and co-found Humo Latino. For him, “to live, to truly know, and actively participate in the world of tobacco is a great life project.”
Philosophy and Life Experience
César describes a pivotal experience that transformed his outlook on life –his time as a rural teacher in Pajapan, a Nahuatl-speaking community in Southern Veracruz. Through his time among the people of Pajapan, he learned the rhythms of nature, the wisdom of the land, and the strength of community.
In his own words: “It’s where I truly discovered who I am, where I understood why I love being a journalist, and where I sealed my love for books and reading. I understood life. I understood myself there.”
“I watched how a plant, when transplanted, loses all its leaves because it dies to live.” That experience became the foundation of his personal and professional philosophy –that growth often requires sacrifice, and that true understanding comes from listening, observing, and connecting with others.
Vision and Impact
César’s goals are clear, both personally and for the company: To broaden the editorial scope with a gender perspective and promote more women’s participation and leadership in the industry.
He summarizes his approach in three words: Shift the balance.
His View on the SOTL Global Movement
“Since I feel like part of the organization, my wish is for us to continue working to make a difference in the industry… I want to see more visibility for new ventures, more research, more events, and better spaces for smokers, both men and women. You can count on us.”
ALBERTO ARIZMENDI
Founding Partner and Editorial Director, Humo Latino Group.
Location: Orizaba, Veracruz, Mexico.
From the very first moment I met Alberto Arizmendi, I understood that he is the inner strength of Humo Latino –the foundation of trust, the reflection of true journalism, not only as a profession but as a mission to elevate people’s values, give meaning to stories, and highlight the beauty of human character. His eyes speak the language of kindness, humility, and truth –the same language that defines real journalists, the ones who write not only with words but with heart.
Professional Background
Alberto began his career in journalism at sixteen. He worked as a newspaper reporter before earning a degree in Communication Sciences. His work is marked by discipline, consistency, and a deep respect for communication and truth.
Current Role at Humo Latino
As Founding Partner and Editorial Director, Alberto is responsible for all editorial content across Humo Latino’s platforms, ensuring that every edition maintains journalistic quality, accuracy, and inclusiveness.
Philosophy and Personal Ethos
“The second son and only male child in a traditional family, my parents instilled values like honesty, commitment, and perseverance in me. I believe I have maintained these principles throughout my life…”
Personal Cigar Connection
For Alberto, cigars represent enjoyment and connection –“an element of pleasure that accompanies good moments and invites sharing.”
Challenge
The biggest challenge was building credibility in a market dominated by long-established publications. A challenge that, he notes, was overcome with perseverance, conviction, and commitment. And defines the company in three words: Effort, Commitment, and Responsibility.
SOTL Global Movement View
“I hope SOTL continues to advance in favor of the equality, respect, and recognition that women deserve –the true driving force of this industry throughout its history.”
RAÚL MELO MELO
Head of the Editorial Desk, Contributor, and Editor of the Global Edition.
Location: Coatepec, Veracruz, Mexico.
With Raúl Melo, every conversation feels fluid –full of sincerity, humor, and light. He carries a quiet confidence– a certainty about things that comes from within, not from external circumstances. He speaks with honesty and carries a strong sense of happiness and joy… Beneath his humor lies a heart that feels deeply and leads with integrity.
Professional Background
Raúl describes his path as something that happened organically. Coming from a family rooted in engineering and science, his choice to study Communication surprised everyone. “You? The one who never talks?” he jokes. Shy by nature, he found his voice in journalism. While still in university, he began covering politics, a field he worked in for more than a decade before joining the official press team of the Government of Veracruz. After more than ten years in political communication, he discovered his passion for premium cigars through his colleague and friend César Salinas. For a time, he balanced government press work with cigar journalism until, about two years ago, he dedicated himself fully to Humo Latino’s specialized journalism.
Philosophy and Personal Ethos
“I’ve always believed that, beyond societal or religious dictates, what matters is being a good person –treating others as you’d like to be treated, holding no grudges or ill will. Energy or ‘vibes’ are real to me, so I think it’s better to radiate positivity to attract the same in return. Curiosity and self-teaching define me. Not everything is in books or manuals; you have to gather bits of all available information and form your own conclusions and skills. Beyond knowing, what’s truly important is understanding.”
Personal Cigar Connection
“My father was a cigar enthusiast –not the most passionate, but he enjoyed them regularly. Unfortunately, Mexico wasn’t a big market back then.” Working with Humo Latino gave Raúl regular access to cigars, deepening his appreciation.
“My father passed away in late 2023, so our time sharing cigars was short,” he reflects. “The first puro I ever smoked was one aged for 16 years, which was part of the batch my parents gifted to their friends to celebrate my birth. It is a tradition here to gift cigars for the birth of a boy and chocolates for the birth of a girl.”
Vision and Impact
Raúl’s editorial mission is clear: to spotlight boutique brands and reaffirm their place in the industry. “We’re a small business ourselves, so we relate. The goal is for Humo Latino and the brands we help elevate to stand alongside the best.”
He summarizes the magazine’s spirit in three words: Creativity, Boldness, Resilience –qualities that define the team’s approach to storytelling and innovation in Latin tobacco journalism.
His View on the SOTL Global Movement
“You have already achieved many changes. From my perspective, I hope that every contribution from the SOTL Global Movement continues to materialize as it has –fighting for equality in premium tobacco, highlighting the stories of men and women who are doing great things for the industry. Our mission is to continue supporting and amplifying all of this: to be the showcase for the bold, the newcomers, and those like us who envision a bright future in this industry.”
ROBERTO PÉREZ SANTIAGO
Art Director.
Location: Xalapa, Veracruz, Mexico.
Every time Lefty and I open the magazine, we look at each other and say, “Let’s see what the artist has created this month.” I have never had the chance to meet Roberto in person, yet his presence can be felt on every page of Humo Latino. His work speaks louder than words: elegant, balanced, and full of emotion. It is, without a doubt, the most refined and soulful design I have ever seen in a tobacco magazine. Every detail reflects not only talent but sensitivity –that rare combination of discipline and poetry.
With decades of experience in design and visual communication, Roberto is, more than a designer, an artist who gives life and identity to ideas. He was a student of Maestro Teodoro Cano, a plastic artist from Veracruz known mainly for his mural work, for whom he also served as an assistant in the large-scale tracing of some of his pieces.
Before Humo Latino, he had already joined Alberto Arizmendi in the creation of local newspapers in Veracruz, merging journalism and artistry to build stories that could be both seen and felt. That early experience with art and design instilled in him a profound sense of aesthetics, respect for culture, and the understanding that true art resides in the details –all of which now define the visual identity of Humo Latino.
As Art Director and co-founder, Roberto Pérez Santiago has given the magazine its distinctive character: timeless, elegant, and deeply human. His work transforms every issue into an experience, reminding us that design, when guided by soul and meaning, becomes art that endures.
The Team
KASSANDRA JOSELINE RAMOS LÓPEZ
Junior Designer
Location: Minatitlán, Veracruz, Mexico.
A recent graduate of Graphic Design from Universidad Gestalt de Diseño, Kassandra defines herself as a diffuse thinker but always willing to learn whatever is necessary. Staying focused on one thing seems overwhelming to her, and a busy schedule is her ideal environment.
Her interest in illustration was sparked around the age of 12 or 13, inspired by the lack of images in the textbooks she used when she began her secondary education. “Faced with problems, I always try to understand them and find solutions, and I saw that some classmates had difficulty learning with only text. I felt that with drawings, they could do better.”
In addition, her passion extends to the world of tattooing, where she will soon begin her preparation to transfer the skills she already executes on paper and pixels directly onto living canvases, as her current mentor in the subject expresses.
Kassandra joined Humo Latino a year ago, and the designs she delivers week after week are part of her first professional experience. She arrived nervous for the initial interview to join the team, without a professional portfolio, and although she was only in the final stretch of her university studies, approval came on the heels of some published advertising posters and a Special Edition cover dedicated to women in the Tobacco World.
MARISOL SANCHEZ CERECEDO
Junior Designer
Location: Poza Rica, Veracruz, Mexico.
Drawn to the world of art since she was very young, Marisol grew up facing the dilemma of following her passion or seeking an option with greater economic and professional opportunities for the future. When it came time to make a decision, she found the perfect balance between the pleasure of art and business in Graphic Design.
Alongside martial arts –an activity she wishes to resume soon– time alone and the art of design provide a combination that makes her happy and fills the spaces that life outside her hometown brought her since she moved to Xalapa, the capital, for her studies.
A year after joining the Humo Latino team, the experience has been pleasant and a good platform for development outside the classroom, one step closer to the job market. “Humo Latino has helped us grow a lot and realize that we shouldn’t stick with what we think, but learn to listen to the client’s needs.”
Hoping to continue within the project’s staff, Marisol feels this experience has been like working in a family, contributing to the company’s growth with her creativity and a fresh perspective.
UMA NAHOMI LÓPEZ CRUZ
Junior Designer
Location: Xalapa, Veracruz, Mexico.
At just 22 years old, Uma is a disciplined and hardworking person who, attracted by the creative possibilities that computer programs can offer, started in the world of design through a couple of technical courses focused on basic Adobe software.
Curious about what this new knowledge could offer, she decided to dedicate her professional education to Graphic Design, seeking to strengthen the knowledge she already possessed and expand her understanding toward the “why,” beyond the “how.”
When Humo Latino approached the Universidad Gestalt to request a team of interns who wanted to gain professional experience, Uma appeared within a short list composed of friends who shared the ideals and skills sought by the company.
After a year of collaboration and strengthening her professional portfolio, she says she is grateful for the opportunity and committed to the goal of continuing to learn and discover new things, especially within the branch of editorial design. “Beyond everything the writer can express with words, the images help guide that intention without hindering the audience’s imagination,” she affirms.
ENRIQUE QUIJANO
Style Editor
Location: Xalapa, Veracruz, Mexico.
A native of Acayucan, Veracruz, Enrique Quijano Santana studied English Language and Literature at the Universidad Veracruzana, as well as completing a diploma in Writing, Grammar, and Text Correction at Casa LAMM. He considers correction and (re)writing to be a discipline; an exercise of thought that converts every text into a bridge to knowledge.
After serving as Copy Editor and then Editorial Coordinator for El Portal, El Gran Diario de Veracruz, he later collaborated with Quadratín, developing special investigations and editing/writing work. In the Social Communication Coordination for the Xalapa City Council, he participated in preparing government reports, memoirs, and institutional speeches.
For him, Humo Latino signifies a space for dialogue and discovery. Beyond style correction and content creation, he can connect with a community passionate about culture and tradition. “Every text is an opportunity to learn about the Tobacco World and to connect with the art, culture, and knowledge contained within the cigar.”
His vision combines exemplary writing with a profound respect for the reader, enriching narratives that invite the exploration of the cultural richness evoked by premium cigars. Philosophy and critical thinking guide his view of the world, leading him to state that “writing and correcting is not just transmitting or transforming information, but shaping thought and dialoguing with reality.”
MOISÉS LICEA GARCÍA
Web Master
Location: Xalapa, Veracruz, Mexico.
A Computer Systems Engineer, he began his studies at the Instituto Tecnológico Superior de Xalapa and graduated from Universidad Filadelfia de México. His first professional experience was as a Web Master for the Government of the State of Veracruz, and he subsequently worked as a web and digital systems developer for various governmental and private organizations.
He joined the Humo Latino team from the start and created the platform that remains, after several renovations. “At that time,” he explains, “Amazon’s services were booming, and we started by hiring servers to replicate the page. We built a structure with the latest version of WordPress and mounted it on a new infrastructure; both were cutting-edge technology for digital media.”
Moi, as he is known among the team, says that a website is the platform where a media outlet publishes its content and serves as the foundation for social media to link to publications, guaranteeing their permanence. “Technological advancement never stops, and now Artificial Intelligence (AI) is booming. In fact, I’ve started working with smart servers, and it’s surprising to train robots, which are really services, so to speak.”
He adds, “The people who formed the Humo Latino team are my friends; we had already worked together, and I have always enjoyed working among friends. I have tried to replicate all my knowledge for the benefit of the company, and even when we have suffered ups and downs, including some setbacks, at the end of the day, we pick ourselves up to keep going and plan and advance in this area toward the future.”
YOSHUA ANTONIO SEGOVIA LEÓN
Community Manager
Location: Xalapa, Veracruz.
A Xalapa native, he studied Communication Sciences at the Universidad de América Latina (UDAL), as well as a master’s degree in Multimedia Design at the Universidad Tecnológica de México (Unitec). His first job was in the recording studio of the Universidad Popular Autónoma de Veracruz (UPAV), as a video editor, scriptwriter, and researcher, transforming the institution’s curriculum content into multimedia products.
He later collaborated with marketing agencies and Algarabía magazine, producing videos, social media designs, and motion graphics. He then joined a company specializing in software creation and the design of websites and applications, and finally established himself as a multimedia designer, in charge of communications, content creation, and marketing for a financial group.
“Managing the social media and creating content for Humo Latino was quite a challenge, because I didn’t understand the dynamic of the tobacco sector, and I just went along with the stories until I realized it was a magazine, and my perspective changed. It has been a huge learning experience, and now I can calmly say that they deflated my ego; something that had never happened to me. Despite your experience, each company and brand is a world in itself, with its own values and forms of expression.”
Yoshua says he hopes that the style and design of the products that identify Humo Latino will eventually settle at some point and become a reference. “That people identify them at first glance by the quality of what is said and presented, in such a way that they have no doubt and can identify when someone is imitating or copying us.”
