Chile is currently the leader in Latin America in terms of shopping centers. This is confirmed by a study by the Peruvian Association of Shopping Centers and Entertainment, which ranks the Chilean market as having the highest penetration of malls in the region.
This survey measures the level of integration of shopping centers into people's daily lives, ranking Chile as the highest rated country, with a leasable area of 24 m² per 100 inhabitants. In addition, according to América Malls & Retail, the country has 280 malls and an average of 600 million visits per year.
Along these lines, Fundación Imagen de Chile, the country brand agency, established this strategic alliance with the aim of highlighting the role of shopping centers as showcases for national brands, open to local and international audiences. Similarly, this initiative directly benefits merchants whose products or services belong to the "Made by Chileans" brand usage program .
In this regard, Enzo Abbagliati, acting executive director of Imagen de Chile, said: "This agreement with the Chilean Chamber of Shopping Centers is key to advancing our mandate to position, promote, and raise the profile of the Chile brand among priority audiences. Shopping centers receive more than 600 million visits per year, allowing us to showcase Chile in high-traffic areas where citizens gather, thereby strengthening a broader, more accessible, and more effective projection of the country brand."
Carolina Cuevas, president of the Chamber of Shopping Centers, said: "Chile has a highly developed shopping center industry and is now a regional benchmark. These spaces are part of everyday life: people meet, work, relax, and share, making them safe, high-traffic places for different audiences. In this context, shopping centers become natural platforms for showcasing Marca Chile content, generating emotional connections, and sparking interest in the country."
Prior to signing the agreement, a tour was conducted of the Ecocitex and Creado en Chile stores, located in the Tobalaba Urban Market (MUT), both of which are members of the Made By Chileans program. During the tour, the founders of these ventures highlighted the value for their brands of having a seal that highlights their origin and projection.
"Having the Marca Chile seal allows us to highlight that origin and communicate it to national and international consumers, emphasizing that it is an innovation developed entirely in Chile. We are a Chilean venture, with 100% local production and labor: everything we do is developed in the country," said Daniela Ahijo, general manager of Ecocitex.
In this way, public-private collaboration is once again strengthened to promote Chile's image to the world in the best possible way.
