The sun is high above Areguá, and the air carries a sweet scent as an entire street bursts into red with strawberries. A colourful arch at the entrance reads Bienvenidos a la Expo Frutilla: “Welcome to the Strawberry Expo.” This is no ordinary street, this is strawberry heaven.
Every July, as the gentle coolness of the Paraguayan winter tempers the air, the town of Areguá quietly transforms. Nestled on the shores of Lake Ypacaraí and just 30 kilometers from Asunción, this historic city bursts into colour, not from flowers, but from strawberries. The Asunción Times steps into the joyful celebration.
A historic town, a sweet tradition
Areguá is one of the oldest towns in Paraguay. It was founded in 1538 by Domingo Martínez de Irala over an existing indigenous settlement, and was once known as Tapaicuá. Its long and layered history is reflected in everything, from its colonial architecture, to its enduring traditions. Today, it is best known for its strawberry production, thanks in part to the unique conditions created by the lake’s humidity, and the region’s sandy soil, perfect for cultivating these delicate fruits.
At the heart of this seasonal abundance is the Strawberry Expo, Paraguay’s most beloved and iconic fruit fair.
This fest began as a small local event organised by strawberry farmers in the area. Over time, it blossomed into a large festival that now attracts thousands of visitors each year. The tradition has multicultural roots, tracing back to Russian immigrants like Emil Litvinenko and Alexander Yakovlev. Italian settlers, such as Pedro Comelli, also contributed and became known for his homemade strawberry preserves.
The strawberry season usually runs through July and August, sometimes even into September if the harvest has been kind. For weeks, this sleepy street in Areguá becomes a vibrant open-air market. A place where everything, and truly everything, is about strawberries.
A taste of the season: strawberry in every form
The rows of kiosks, though similar in appearance with their red awnings and wooden counters, each offer their own treasure trove of strawberry delights. The variety is staggering, and everything is unmistakably fresh, made by the vendors themselves each morning for the Strawberry Expo.
You will find tall bottles of chilled strawberry juice, and homemade liqueur, jars of jam, and golden-crusted strawberry pies. Empanadas filled with sweet strawberries sit next to buttery cookies and slices of soft, fragrant shortcake.
For those craving something cooler, there are fruit cups layered with whipped cream, or “chantilly” as the vendors call it, some topped with crushed Oreos. Chocolate-dipped strawberries gleam under the sun, neatly skewered on sticks like edible jewels. Children walk by with “chuppa chups,”; frozen strawberry popsicles clutched in sticky hands.
Everything in Areguá is strawberry: every shape, texture, and twist. And all of it, from the simplest jam to the most elaborate dessert, is handmade with care, offered with a smile, and bursting with the flavour of the season. Even the air seems sweet, scented with warm pastries, and syrup.
More than strawberries: a world of clay
But the town of Areguá is more than strawberries. Walk a few steps past the main street, and you will find another kind of fair. Quieter, but equally rich in tradition. A perpendicular street opens up into a world of colourful clay and artisan hands.
Here, dozens of stalls display pottery, in every shape imaginable: bowls, mugs, mirrors framed and all-sized figurines of saints, movie characters, animals, and birds. Some pieces are rough and earthy, others delicately glazed in soft pastels.
You can watch some of the artisans work right there. They are also there to chat and happy to answer questions about their craft, or to help you choose a piece to take home. Their pride is evident, not just in the quality of their work, but in the tradition it carries. Pottery here is not just craft, it is culture.
A celebration of flavour, craft, and community
Areguá is one of Paraguay’s three major pottery capitals, home to more than 450 active workshops. Recognised as a UNESCO Creative City of Crafts and Folk Art in 2019, and declared a National Cultural Heritage site by the Paraguayan Parliament in 1997, the town proudly preserves its rich identity. Through its handmade crafts, traditional music, and vibrant seasonal festivals, Areguá keeps its heritage alive, where art is part of daily life and community is shaped by shared tradition.
And so the Strawberry Expo becomes more than a fair. It offers a glimpse into the soul of a town where sweetness springs from both fruit and clay. Children’s laughter rings out, fingers sticky from melted treats. Nearby, artisans shape their creations in calm, practiced motions. The air carries the scent of ripe berries. More than a harvest festival, it feels like a celebration of belonging.
In Areguá, every bite of strawberry and every handmade bowl tells a story. And if you come, somewhere in the comings week, between July and August, you will become part of it.
This article was written in collaboration with Cynthia González, another author from The Asunción Times.
