The study aimed to analyze the role of the Bienal Sudoeste Paulista – Itapetininga, São Paulo - Brazil, in promoting literature, and cultural diversity, and expanding the City's Soft Power. Using a qualitative approach, through content analysis, the bibliographic research was employed to review studies on literary fairs and Biennials, adopting the Case Study method for an in-depth analysis. The results highlighted that book fairs promote cultural diversity, encourage active citizen participation in the cultural construction of their cities, and encourage collaboration and knowledge exchange. The presence of different voices enriches the debate and inspires the community to engage in cultural initiatives. Improvement suggestions emphasized the importance of enhancing the organization and offering of activities in cultural events to make them more inclusive. In summary, international book fairs play a crucial role in promoting literature and valuing cultural diversity, positively impacting the community and the local literary scene. Their role as agents of cultural promotion and stimulation of active citizen participation in building the cultural future was evidenced, highlighting the importance of these events for cultural and social enrichment.
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