The etymology of Joyabaj is indicated in the Popol Vuh and is mentioned as the town of Xol ab'aj in the K'iche' language meaning place between stones. According to another version Xoy means talc stone so the name means "Talc Stone". The predominant language is K'che with 88.6%, the rest of the population is Spanish, the indigenous population dominates the Quiché and Cakchiquel languages.
In the municipality, the ancestral Mayan religious beliefs and practices that have pre-Hispanic connections stand out. The cultural roots are distinguished, the folklore is appreciated by national and foreign tourists, the colorful traditional costumes are unique. Traditions have accompanied since centuries ago, which characterize each municipality as unique, where multiculturalism is respected and appreciated as a great wealth.
Joyabaj is a community full of valleys, mountains, and water sources, this generates a somewhat cold climate, thus generating that the type of coffee grown in this area has different attributes depending on the soil and climate.
