Magical Cheese Wonderland Is Returning to SXSW

South by Southwest’s cheese-filled exhibit from Wisconsin Cheese is coming back again this month. This time, Cheeselandia’s state fair-themed display will feature a giant Ferris wheel of, yes, cheese. It will be housed at downtown hotel JW Marriott at 110 East 2nd Street on Tuesday, March 12, and Wednesday, March 13.

Dubbed the “State of Cheese,” the SXSW 2019 exhibit will feature thousands of pounds of cheese, including that Ferris wheel, gourmet fondues, and fried cheese curds. To go along with the theme, there will also be a magician and a juggler, boozy snow cones, and games.

There’s also a “Chee-harmony” matchmaking system to guide visitors to the perfect cheeses and an augmented reality experience (as if walking into a room filled with cheese could somehow be improved).

Last year, the cheese exhibit featured a 70-foot-long cheese board.

Cheeselandia will be open to badge holders only on March 12 from 9:30 a.m. to 6 p.m. and on March 13 from 11 a.m. to 6 p.m.

Update, 2:11 p.m. - This article has been updated to reflect that the 600 varieties of cheese is in reference to the number of Wisconsin cheeses, not the number that will be at the exhibit.

• Visit Cheeselandia Wisconsin [SXSW]