With the objective of expanding its programs by focusing on the diffusion of the culture and the arts of the Latino community in the City of Los Angeles, California, the University of Guadalajara has created one of the biggest and most ambitious projects around the promotion of the Spanish-language: LaLA, the Los Angeles Spanish-language Book Fair.

The purpose of this event is to encourage reading and to promote books in Spanish, as well as the recognition of the Latino population, their culture and traditions. LaLA is an initiative sponsored by the University of Guadalajara at Los Angeles and by the Guadalajara International Book Fair (FIL).