Hispanic Heritage Month: A Melding of Old and New Traditions

U.S. Hispanics have lived in this fascinating reality of having two cultures and countries in their hearts: the one (or ones) where their Hispanic Heritage is anchored, and the other where they are connected to the USA. And they can be very passionate about the love that they feel for both which is why the term, “200 Percenters,” that some in the industry use to refer to U.S. Hispanics, is accurate in more ways than one.

Navigating this duality can sometimes be challenging and even conflicting, especially for immigrants and the children of immigrants… those who live with both countries inside their hearts, but who have also split their hearts between the two. For the immigrant, the lyrics of Facundo Crabral’s timeless ‘No soy de aquí, ni soy de allá’ (“I’m not from here, nor from there”) can be a painful reminder that their love, their memories, and their bonds are split between two (sometimes more) countries and cultures. For their children, who grow up primarily in the U.S., Hispanic identities may blend together, which can sometimes make it difficult to relate completely to their ancestral culture; yet they don’t invalidate the challenges of the immigrant experience. 

Those fascinating and simultaneously challenging truths come to life every day, including how patriotism is lived and how Heritage and Patriotism are celebrated in the U.S. during Hispanic Heritage Month. In Latin America, Hispanic heritage is seamlessly integrated into daily life; so there’s no need for a dedicated Hispanic Heritage Month. In the U.S., although there is an official Hispanic Heritage Month, the spirit of Hispanic heritage is celebrated in the everyday lives of Hispanics. Hispanics value the recognition for a whole month, but the truth is they don’t necessarily carry on with constant special celebrations the entire month. For Hispanics, celebrating Hispanic Heritage is like breathing; they live it. And amid that conundrum (living and celebrating the heritage always and having an official 30-day period when the nation honors our imprint in American society and History), how this month is celebrated often looks different between generations of Hispanics.

Younger Hispanics also play a pivotal role in maintaining and reclaiming their cultural identities and heritages as they desire to assert themselves in this world of diverse realities, preserving the traits and traditions that have helped define who they are and what they aspire to.

How they celebrate their heritage may look a little bit different as the amalgamation of their American and Hispanic identities leads to new realities. It may be as simple as having a group dinner at a restaurant of their choice or attending a concert, but what matters is that young Hispanics are keeping their culture alive in different ways and through various expressions.

Here are some examples of other, less traditional ways young Hispanics are experiencing this celebration as shared by them through various organizations:

• Spanglish Storytelling Podcasts: Creating or listening to podcasts that tell stories in a mix of Spanish and English, reflecting the linguistic reality of many young U.S. Hispanics.  Some examples include All Things Latina, De Colores Radio, Diversifying, Hablamos Spanglish, In the Business with Juan and Anjelica, In the Thick, Latina to Latina, LatinX Lens, Latino USA, and The Latino Majority.
• Reinventing old classics like Lotería, with an empowering and uplifting twist.
• Sharing their culture and experiences with non-Hispanics in their work and school
• Speaking up about mental health and stepping up to the challenge to demystify it as a topic of family conversation

In communities and cities with large Hispanic populations, those that have historically been the anchor of bustling and vibrant Hispanic cultural expressions daily, celebrations undoubtedly come with a bigger bang. And chances are, those with stronger ties to their countries of origin are a driving force behind the parades, festivals, cultural exhibits, celebrations of the Grito de Independencia, etc.

Here are a few festivals and activities that take place around Hispanic Heritage Month for brands to keep on their radar for next year.  They would be wise to invest in being part of them if they are not already, to show our community that they care to be present where we are present and invest in our communities.

• National Museum of the American Latino: Hosts various events and exhibitions throughout Hispanic Heritage Month, including art classes, dance performances, and culinary experiences in cities like Washington, D.C.
• Dallas, Texas | Hispanic Heritage Festival: This family-friendly event features live entertainment, local vendors, and activities for children, showcasing the cultural contributions of the Hispanic community.
• Miami, Florida | Miami Beach Hispanic Heritage Celebration: This annual event features delicious food, carnival rides, live music, and dancing, culminating in a headliner performance at the Miami Beach Bandshell. The city’s Little Havana neighborhood also hosts year-round cultural events, including performances by local dance companies.
• Los Angeles, California | Baja Splash Cultural Festival: Held at the Aquarium of the Pacific, this two-day festival includes live music, crafts, and dancing, celebrating the rich Hispanic culture of the region. The historic El Pueblo de Los Angeles State Historic Park also hosts various performances and cultural exhibitions throughout the month.
• New York City, New York | Hispanic Day Parade: Each October, this parade on Fifth Avenue features colorful floats, lively music, and performances, celebrating the diverse Hispanic population of the city. Washington Heights, known for its Dominican culture, also hosts numerous events and restaurants showcasing authentic Hispanic cuisine.
• Chicago, Illinois | Chicago International Latino Theater Festival: This festival runs for several weeks and features performances that highlight Latino cultures. The Pilsen neighborhood is also known for its vibrant street art and cultural institutions like the National Museum of Mexican Art, which offers free admission and celebrates Mexican heritage.
• San Antonio, Texas | Fiesta San Antonio: Although typically held in April, this city-wide celebration includes a variety of events that honor Hispanic culture, including parades, music, and food festivals. During Hispanic Heritage Month, local organizations host numerous events and activities.

If you’ve read through here: thank you and congrats! We hope these ideas will create momentum for your brand. And you might be wondering why we thought it was important for our CultureBeat team to talk about this. The answer: because Hispanic Heritage Month does not have to look the same way all the time, and there is no rule stating how our heritage needs to be celebrated. Hispanic culture and identity are rich, and it is embraced by older and younger generations; so, your brand or organization should make it imperative to continue learning and investing in a strong relationship with Hispanics.