The Day of the Dead celebrations have become increasingly relevant over time, extending beyond local governments and capturing the attention of companies that allocate significant budgets to celebrate this ancestral tradition. In 2008, UNESCO included the Day of the Dead in its Representative List of the Intangible Cultural Heritage of Humanity, elevating its recognition globally.
In 2015, the Day of the Dead Parade in Mexico City came to life inspired by the James Bond movie 'Spectre.' This festivity has won the favor of many abroad, where some appreciate and keep the tradition alive as a link to their roots, while others are suspicious of the commercial intentions that may lie behind these events. Despite this, the Day of the Dead remains a pillar of celebration and remembrance.
Cities like Amarillo, Houston, and San Antonio in Texas have already adopted the celebration of Day of the Dead parades, while in Mexico City, a 10% increase in the economic impact of the festivities is expected this year, according to CANACO data. Since its first edition in 2016, the Day of the Dead Parade has positioned itself as an attractive international tourist event, generating significant profits for the Mexican capital.
The Pixar film 'Coco,' released in 2017, became a huge box office success in Mexico and brought the essence of the Day of the Dead to global audiences. Although with certain creative adaptations, the film managed to capture the essence of many of the traditions of this festivity, such as music, colors, flavors, and customs, resonating with viewers from different cultures around the world.
In the United States, chains like Walmart and Target have begun to market Day of the Dead-themed products, such as clothing, decorations, papel picado, and candles, taking advantage of the growing interest in this celebration. However, beyond marketing, it is essential to remember the true meaning of the Day of the Dead: to honor our departed loved ones, celebrate life, and reflect on the cycle of existence on such a special date.
