Juan Valdez holds great significance as a marketing strategy and cultural icon in representing Colombian coffee. As a fictional character, he has been used since 1958 to distinguish coffee beans grown exclusively in Colombia. Juan Valdez has become an iconic figure, symbolizing the quality and authenticity of Colombian coffee. Through his portrayal, the National Federation of Coffee Growers of Colombia has successfully promoted Colombian coffee worldwide. Furthermore, the coffee industry's impact extends beyond marketing, contributing to tourism and prioritizing environmental sustainability.