Today the role of cultural factors in foreign policy is under the scrutiny by the researchers and scholars of international relations. In this framework, the promotion of the role of public diplomacy and new debates on soft war and soft power has made this area as the prerequisite and complementary to the formal diplomacy. The Latin America, due to political commonalities and cultural cohesiveness with Iran, justice-seeking as a common discourse, resistance against the US interference and hegemony, revolutionary experience and economic potentials could have good grounds for promotion of the Islamic Republic of Iran cultural diplomacy. The present article aims to give an assessment of Iran’s public diplomacy in Latin America and its opportunities and challenges and to offer some suggestions to strengthen Iran’s multi-faceted diplomacy in Latin America.