The Latin American Day 2009 aimed to connect students, companies and prominent personalities from politics, culture and media; to provide a platform where the participants can meet, exchange opinions and discuss current challenges facing the Latin American continent. The idea to realize such an event at the University of St. Gallen (HSG) was born with the aim to raise awareness of the tremendous potential inherent in this region of the world. Furthermore, we intended to also advertise the cultural richness that uniquely defines our continent.