Consolidating another one of José Gabriel Cruz Ayala’s, El Chan’s, dreams, the Second Edition of the Viva La Hoja Festival will take place this Saturday, August 24, at the Paseo de Los Artistas in Caguas, Puerto Rico. Over 20 exhibitors from the tobacco culture of the Island of Enchantment will gather for the event.
Viva La Hoja is a celebration marking the anniversary of La Hoja del Chan as a company and emerged from Gaby’s vision to create a free cigar event for both attendees and exhibitors.
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According to Liz Janice López, Gaby’s widow and the brand’s CEO, La Hoja del Chan’s first anniversary was overshadowed by the pandemic. For the next occasion, they decided to invite all the cigar rollers in Puerto Rico to showcase their brands amidst Bomba and Plena –traditional island music– with a festival format dubbed Viva La Hoja.
In 2024, as part of his legacy, Gaby left behind scheduled dates and spaces for the Second Edition, which aims to become an annual event unifying tobacco artisans, distillers, and other local producers.
The Paseo de Los Artistas in Caguas will bring together traditional artisans, new brands, and foreign producers entering the market, as well as podcasters and artisans from other industries, in a celebration of tobacco and Puerto Rican culture, with a unique character: “Something totally different from the usual.”
