Southern Cone printing industry shifts focus to luxury packaging at Print Santiago 2026

A strategic pivot towards high-value applications

As we navigate through July 2026, the South American graphic and packaging sectors are finalizing their preparations for the region's most anticipated technical gathering. Print Santiago 2026 is set to open its doors from August 26 to 28 at Espacio Riesco, marking a definitive shift in how the industry perceives the printed substrate. Organized by Asimpres and Contraseña Magazine, the event has moved far beyond traditional commercial printing, positioning itself as a critical hub for packaging converters, corrugated board specialists, and industrial printing professionals.

The theme for this year's edition, 'The evolution of senses', perfectly encapsulates the current market trajectory. The industry is no longer just about putting ink on paper; it is about creating tactile, high-impact experiences that drive consumer engagement. This sensory approach is particularly relevant for the folding carton and corrugated packaging sectors, where brands are increasingly demanding high-build varnishes, embossing, and textured finishes to differentiate their products on retail shelves and in e-commerce unboxing experiences.

The Hub Packaging and hybrid technology on display

One of the most significant additions to the 2026 floor plan is the 'Hub packaging' activation. This dedicated space is engineered specifically for luxury packaging innovation, bringing together converters, structural designers, material suppliers, and end-users. It serves as a clear indicator that the real growth margins in the current market lie in premium packaging solutions rather than high-volume, low-margin commercial print.

On the technology front, the exhibition floor will feature heavyweights demonstrating their latest capabilities. EFI is confirmed to showcase its next-generation hybrid printing technology, a crucial development for converters looking to seamlessly switch between roll-to-roll flexible materials and rigid substrates like corrugated boards for point-of-purchase (POP) displays. The presence of major players such as Canon, Epson, and Kyocera, alongside regional distributors like Microgeo and Colpix, ensures a comprehensive overview of the digital transformation sweeping the sector.

Beyond traditional substrates

Innovation at Print Santiago 2026 extends into emerging technologies that complement traditional packaging. 3Devox will be demonstrating how 3D printing is becoming a viable professional alternative for complex signage and structural packaging prototyping. This integration of 3D technology allows packaging engineers to rapidly iterate structural designs for corrugated inserts and custom protective packaging before committing to expensive tooling.

The event also highlights the cross-pollination of printing technologies into interior design, architecture, and textiles. However, for the packaging professional, the primary takeaway is the convergence of these technologies. The same digital presses producing custom architectural laminates are increasingly being adapted for short-run, highly customized corrugated displays, offering converters new revenue streams.

A regional epicenter for the Southern Cone

The strategic importance of Print Santiago 2026 extends well beyond Chile's borders. The event has successfully positioned itself as the primary technology showcase for the entire Southern Cone, drawing significant delegations of buyers and converters from Argentina, Peru, and Bolivia. For global equipment manufacturers, Santiago offers a stable, highly connected platform to launch their latest hardware into the broader South American market.

The role of Asimpres in fostering this regional community cannot be overstated. By integrating networking opportunities, technical training, and sustainability discussions into the core of the event, the association is helping regional converters navigate the complex transition toward automated, high-value production environments.

The strategic pivot of Print Santiago towards luxury packaging and sensory experiences highlights a remarkable maturity in the South American market, moving decisively from price wars to value-added innovation. Will tactile printing and hybrid finishing soon become the baseline expectation for mainstream consumer brands rather than just a premium niche? Follow The Paper for daily news, market signals and key updates from the global paper, corrugated and packaging industry. — Sigue toda la actualidad del sector en www.thepaper.ai