10 Local Traits to Know About Before Starting a Business in Peru

This amazing country’s cultural background, immigration, and history make it one-of-a-kind. Outsiders may wonder what they need to know before starting a business in Peru. Going to a new country is always scary and a little challenging, especially when business is involved. 

Every Latin America country has its own unique traits to look out for before expanding your business, and Peru is no different. The easiest way to avoid mistakes is to hire a Public Relations Agency in Peru. 

But educating yourself about the traits which are unique to Peru is an option too.

What you should know before starting a business in Peru

Peru is a Latin American country facing the Pacific Ocean, with many magnificent landscapes to visit. 

It is also a growing business destination, which foreign investors have their eyes on. The truth is that Peru is growing fast, more so than other countries in the region. 

Almost 33 million people live in this emerging financial market. Peru’s economy is considered to be solid and reliable – the icing on the cake for prospective investors. 

As with any emerging economy, numerous business opportunities are there to be explored.

Peruvian ethnicity

The most notable thing about Peru is its ethnic background. The mix of ethnicities in the country is unmatched in the region.

■ It is the birthplace of the ancient Incan Empire. The wonders of this civilization’s archaeology are still alive in Peru.  

■ Peruvian culture is also strongly influenced by Spanish colonization.

■ The country’s proximity to the Amazon brings indigenous customs to Peru’s immensely diverse culture. 

■ African, Chinese, and European descendants also enrich Peruvian traditions and ways of life.

Despite the diversity that characterizes modern culture in Peru, common traits such as strong community bonds and a hospitable nature unite the country’s population. 

Ethnic groups in Peru include:

■ Amazonian indigenous

■ Afro-Peruvians 

■ African-Amerindian 

■ European-Amerindian

■ European heritage 

■ Chinese and Japanese

It’s important to respect Peruvian diversity. People of all ethnicities here are proud of their background and stories. 

Now you know about the main aspects of Peru’s cultural origins. This will act as a solid foundation for what comes next. 

Traits to know about before starting a business in Peru

Now we come to the crux of this article. Here are 10 local traits which you should know like the back of your hand when doing business in Peru. 

1- Marketing in Peru

Marketing is essential for any business. In 2023, this means having a presence online.

Peru’s technology and communication industry is still growing, and its media is constantly changing. All the more reason to seek out the services of a local Public Relations professional or agency. 

The most trusted social media channels in Peru

Peru has a young population, with around 66% of locals aged between 15 and 64 years old. And since young populations typically have a predilection for social media, it pays to know which are the platforms of choice in the country:

■ Facebook (cited as the most trustworthy social media platform by 38% of Peruvian respondents in a recent Sherlock Communications report on Social Media in Latin America)

■ Twitter (17%)

■ YouTube (17%)

2- Fake news has no place in Peru

Notably, fake news hardly ever goes viral among Peruvians, who habitually fact-check everything they read online before sharing it with others.

The Peruvians surveyed for the same report mentioned previously said they trust scientists, family members and journalists as fact-checkers. 

3- Language 

English is not widely spoken in Peru. The two official languages are Spanish and Quechua, but some locals also speak Aymara and other, less common Amazonian languages.

If you don’t speak Spanish, hire an interpreter for meetings and try to make your first communication in the country’s official language. 

Make an effort to speak in Spanish – this will show that you are serious about entering the Peruvian market, respecting the local context. 

4- Greeting

Greetings are essential in Peru, when you arrive and when you take your leave. Make sure to say hello and goodbye to everyone – from taxi drivers to business associates. It’s the polite thing to do. 

People should be addressed by their title and surname, or as “Señor/Señora”. “Doctor/Doctora” is often used to address the highly-educated. 

When introduced to someone, greet them with a handshake. Men and women also greet each other with a kiss on the right cheek; don’t forget this when you leave as well. 

5- Go beyond professional relationships

As with other Latin American countries, building strong personal relationships is key. Go to lunch and dinner with business associates, and display interest in their lives. 

If you are invited to dinner, bring a gift for the host or hostess (like flowers, wine or chocolate). Don’t bring anything too expensive, and be prepared to eat a lot of food. 

6- Don’t get straight down to business

Small talk is customary among Peruvians before getting down to business. So hurry your agenda. Take the time to gain their trust. 

Topics to be avoided include politics, religion, terrorism and ancestry. 

Instead, focus on conversation topics like football, family, places to visit in Peru and local food. 

7- Treat everyone in the company politely

Business decisions are made hierarchically. Senior executives make the final call, but make no mistake: their subordinates can strongly influence these decisions. 

Peruvians treat everyone politely, no matter their social standing – and so should you.

8- Don’t expect punctuality

Peruvians are not crazy about being on time for meetings. However, if you are running late yourself, be sure to let them know as an act of courtesy. 

9- Indirect communication

Peruvians tend to communicate indirectly. Meetings are long and rarely get straight to the point. 

Learn to read between the lines, since implications often speak louder than words 

10- Avoid aggression

Peruvians hate confrontation, so hard selling and any sort of conflict are not welcome here. 

And then there were ten

Now you have a good idea of the main traits that will help you when starting a business in Peru. With these attributes in mind, you should be prepared to achieve success in the world of Peruvian business.

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