About - Events

THE BIGGEST LATIN FESTIVAL & EVENTS IN CHINA

We have been sharing our love and passion for marketing and events for more than 10 years in China, from small scale events to private galas, international, corporate events. Nowadays we make our own events to help F&B companies to grow their business and make festivals to promote differents cultures in bigger scale.

Step into a world where culture and music converge in spectacular harmony! We are Viva Events, your passport to extraordinary cultural and music festivals across China. As the maestros of event organization, we curate unforgettable experiences that transcend the ordinary. Immerse yourself in the vibrant tapestry of China’s cultural diversity, as we orchestrate grand festivals that celebrate art, music, and community. From iconic music performances to immersive cultural showcases, we redefine the festival landscape. Embrace the extraordinary with Viva Events.

THE BIGGEST LATIN FESTIVAL & EVENTS IN CHINA

PASSION FOR EVENTS Our Approach

Our events have not only captivated hearts but also create unforgettable moments. Thanks to these unforgettable experiences, our followers base has surged, creating a vibrant and engaged audience. Our events also achieved remarkable financial success, generating substantial revenue in each project.

Background

2008 – The Dream Begins

Everything started as a dream — to bring the vibrant spirit of Latin America to China, beginning in Shanghai, one of the world’s most dynamic cities. Around this time, Latin dance and music began captivating both locals and expats, with small gatherings featuring live bands and Latin rhythms between sets.

2014 – A New Latin Wave

By 2014, the idea evolved. We introduced a new concept: Latin parties driven exclusively by Latin DJs — a first in Shanghai. The response was overwhelming. Each event drew larger crowds and a growing community passionate about Latin culture. We saw the potential to take it further.

2014–2016 – Spreading the Latin Vibe

During these years, we collaborated with various clubs, bars, and restaurants across Shanghai, creating unique Latin nights and unforgettable experiences for our followers. The dream was taking shape — Latin culture was becoming a movement.

2017 – Paramount Events is Born

In 2017, we officially founded Paramount Events. That same year, we produced China’s first Latin Festival, which attracted hundreds of attendees throughout the weekend. Its success opened new doors, leading us to collaborate with larger venues, shopping malls, and public spaces to scale up our festivals and reach wider audiences.

2017–2020 – Building Our Legacy

These were years of growth and creativity. We developed and registered new event trademarks such as FoodNations®, BeerNations®, and LatinLand® — each representing a vibrant cultural and lifestyle concept.

2020 – LatinLand Festival on The Bund

In 2020, we achieved a major milestone: the LatinLand Festival at Waitanyuan (The Bund). With over 15,000 visitors in a single weekend, 50+ vendors, and partnerships with Latin American consulates, it became the largest Latin American Festival ever held in China. The event featured two stages, non-stop performances, live music, and colorful street entertainment from day to night — a true celebration of Latin culture.

2021 – The Birth of LatinLand Restaurant & Club

Building on our festival success, we opened the first LatinLand Restaurant & Club — a home for the Latin community and everyone who loves our culture. It quickly became a hub for music, food, and connection.

2021–2022 – The LatinLand District Project

At the end of 2021, we began developing LatinLand District, envisioned as a permanent outdoor festival space with food containers, bars, and daily entertainment. Unfortunately, the COVID-19 outbreak in 2022 led to severe lockdowns and economic challenges, forcing us to cancel the project and close our restaurant later that year.

2022–2023 – Resilience and Revival

Despite the setbacks, we refused to give up. Between 2022 and 2023, we restarted with smaller events and festivals, rebuilding our presence and community step by step.

End of 2023 – A New Alliance

At the end of 2023, Paramount Events joined forces with Nova Events, combining creativity, experience, and passion to produce even bigger and more ambitious projects across Shanghai.

2024 – The Birth of Viva Events & El Barrio®

In 2024, VIVA EVENTS was born, replacing Paramount Events with a refreshed image and renewed energy. Alongside it, we introduced El Barrio®, a new festival concept celebrating Latin urban culture, music, and community.

Today – Leading the Scene

Today, Viva Events stands as one of the leading event companies in Shanghai, known for producing the most successful and vibrant festivals and nightlife experiences in the city. What began as a dream has become a legacy — a movement that continues to bring Latin passion, music, and energy to thousands of people in China.