An interview with Nohelia Sánchez, co-founder of KunturLab
In a world where creativity meets code and culture meets capital, CultTech is emerging as a transformative force — especially in Latin America. But what exactly is CultTech, and why is it gaining momentum across the region?
We sat down with Nohelia Sánchez and Carina Valoni , founders of KunturLab, to explore how CultTech is redefining the creative economy — and how Latin America is uniquely positioned to lead this movement.
What Is Culttech?
Culttech is the convergence of culture, creativity, entrepreneurship, and emerging technologies. It’s not just a buzzword — it’s a movement that reimagines how creative sectors operate and grow.
In Latin America, this shift is especially urgent. Despite a wealth of talent and cultural richness, the creative economy often remains informal, underfunded, and over-reliant on grants. Many artists and creators lack the tools to build sustainable ventures.
Culttech brings a new mindset — one that professionalizes creativity, integrates technology, and fosters cross-sector collaboration,” says Sánchez. “It offers a cost-effective way for the region to turn its cultural assets into economic resilience.”
Why Latin America Is Poised to Lead
At the intersection of culture, creativity, and technology, Latin America has a unique edge:
- Community-based entrepreneurship rooted in identity and emotional connection.
- A tradition of open innovation, where cultural institutions are beginning to experiment with tech and new business models.
- A generation of tech-savvy, resilient talent, skilled in navigating uncertainty and leveraging emerging tools.
- A growing investor ecosystem hungry for purpose-driven, scalable ventures.
- Global digital platforms that let creatives export not just content, but values and vision.
“This is more than a market opportunity — it’s a new logic of value creation, grounded in who we are,” Sánchez explains.
The Challenges: What’s Holding CultTech Back?
While the potential is immense, CultTech startups still face real obstacles:
- A lack of entrepreneurial education.
- Limited access to capital.
- Informal operational structures.
- Outdated narratives about how culture should be funded.
These barriers can stifle innovation before it begins — but that’s where KunturLab steps in.
KunturLab: Building the CultTech Ecosystem
At KunturLab, the mission is to bridge the gap between creativity and entrepreneurship. Nohelia Sánchez outlines how they support the next generation of CultTech leaders:
- Mentorship and business modeling tailored to creative ventures.
- Incubation and acceleration programs designed for the cultural sector.
- Investor and institutional connections that unlock new opportunities.
- Training that shifts the mindset from dependency to value creation.
- Cross-sector alignment, helping tech, culture, and policy speak the same language.
“We believe culture can be both meaningful and investable — with the right tools and the right mindset,” Sánchez affirms.
Cultivating a Continental Movement
Beyond startup support, KunturLab works to position CultTech as a strategic sector across Latin America. They serve as connectors and advocates, ensuring culture has a seat at innovation and entrepreneurship tables.
They also:
- Build community through events and regional partnerships.
- Promote CultTech in public policy agendas.
- Leverage international alliances to amplify Latin American voices.
“Our role is to open new spaces for culture — especially in places where it hasn’t yet been considered part of the innovation economy,” Sánchez emphasizes.
The Power of Collaboration
A strong CultTech ecosystem requires unlikely allies, including:
- Cultural institutions open to experimentation.
- Tech partners who see creatives as co-innovators.
- Investors who understand cultural KPIs.
- Governments that support creative entrepreneurship.
KunturLab also collaborates with:
- Innovation clusters in sectors like audiovisual, metallurgy, and design.
- Grassroots collectives leading community-based innovation.
- Private companies and global networks that can scale and legitimize the CultTech agenda.
A Message to Cultural Entrepreneurs
Nohelia Sánchez offers this reflection to creatives just discovering CultTech:
“You don’t need to be an entrepreneur to be strategic — but you do need to think sustainably. CultTech is here to challenge the old ways of doing things. If you feel like the system wasn’t built for you, maybe it’s because you’re meant to help build a new one.”
“This is your time to lead. Latin America doesn’t follow trends — we create them.”
