Statue for Che's '80th birthday'
Thousands of people witnessed the unveiling of one of the most famous Argentinians.
Events to mark the life and legacy of the man most simply know as El Che were held around the city of Rosario.
While Guevara was Argentine, born and bred, he had more followers and was better known around the world than in his home country.
He flourished in Cuba, fought in Africa and died in Bolivia.
At home, military governments and Cold War politics helped suppress his ideas and image.
But now the man known simply in Argentina as El Che is home.
The four-tonne bronze statue that has been unveiled in Rosario joins the numerous Che museums dotted around the country.
Che the revolutionary, Che the icon, Che the seller of everything from vodka to T-shirts is everywhere.
Michael Casey, who has studied the phenomenon and has a book coming out on the subject, said the icon had become a brand but not just in a capitalist way.
"It's a brand that encapsulates a whole store of values, a whole load of ideas that people hold," he said.