News anchor Paola Rojas became embroiled in controversy after presenting her mezcal brand called 'Mixes by Pao'. This sparked outrage from the indigenous peoples of the Mixe culture, who accused Rojas of cultural appropriation. The situation escalated quickly, with criticism on social media, activists, and politicians pointing out the inappropriate use of the term Mixe in the mezcal brand.
The owner of the brand 'Mixes', Marta Patricia Campos Orozco, has been working with indigenous communities and various trades in the production of mezcal for 30 years. This registered brand from 2002 is the only one that uses the demonym of the Mixe culture, creating conflicts with Paola Rojas's commercial proposal.
Federal deputy Aracely Cruz, originally from Oaxaca, accused Paola Rojas of cultural appropriation and requested the National Institute of Indigenous Peoples to remove the name Mixe from the news anchor's mezcal brand. This case has generated a discussion about the limits of cultural appropriation and the disrespectful use of collective identities for commercial purposes.
The governor of Oaxaca, Salomón Jara, announced legal measures against the anchor and her mezcal brand for alleged violations of the Industrial Property Law and the Cultural Rights Law. A meeting has been called with Mixe authorities to address this issue.
Paola Rojas denied owning the mezcal brand in question, claiming that she merely supported a group of independent producers with the promotion of the product. In a statement shared by the anchor, it was highlighted that mezcal Mixes is a tribute to the Mixe region, created in collaboration with local producers and respecting the environment.
