Cinco de Mayo in the U.S.: Turning Heritage Into Consumerism

Contrary to what many Americans believe, Cinco de Mayo isn’t Mexico’s Independence Day. May 5 is a date that commemorates the military victory of the Battle of Puebla, where Mexican troops held off invading French forces in 1862. It was a surprising victory because the French were one of the most powerful armies in the world, so their forces were much more formidable. That’s why the Battle of Puebla has become a powerful underdog story of triumph over adversity and it made a big difference, especially for Mexicans living in California.

Outside of Puebla, Mexico doesn’t widely celebrate Cinco de Mayo, but in the U.S., things are very different. Mexicans have upheld the celebration, making it an integral part of their culture. Every year, over 500 cities in the U.S. celebrate Cinco de Mayo, and Los Angeles stands out among them because they always go all out. The day is celebrated with parades, street fairs, block parties, mariachi competitions, and more.

However, as time has gone on, Cinco de Mayo has become wildly Americanized, which in this case is a synonym for commercialized. The holiday is now less about the history behind the date and what it means for Mexicans, and more about consumerism. For most Americans, Cinco de Mayo is tacos and beer day, but they don’t even know what the holiday stands for.

With nearly endless access to information at one’s fingertips nowadays, ignorance is an excuse that no longer holds much weight. If they cared enough about the culture to educate themselves, they would. Americans’ celebration of Cinco de Mayo is not only shallow, but also hypocritical, as Mexican immigrants, Mexican Americans, and Latinos are generally facing an increase in hostility from some in the dominant white community, and crime rates are now reflecting an increase in hate crimes.

The aggression against Mexicans has even been exported to their own soil, with reports of U.S. tourists and migrants in Mexico and other Latin American countries attempting to diminish or fundamentally change their traditions and culture.

At the time, the United States was going through its Civil War, so France’s intervention in Mexico posed an issue. According to the Monroe Doctrine, a U.S. policy, European colonization or puppet monarchs were actively resisted, but the Union was focused on the ongoing war. If they did nothing and Puebla came under French rule, Napoleon could establish trade with the Confederacy. On the other hand, sending help to Mexico could help France establish an alliance with the Confederacy. This is how the Battle of Puebla became intersected with the broader American context.

Despite being outnumbered by at least 2,000 French soldiers, Mexican forces led by General Ignacio Zaragoza triumphed at Puebla, intensifying their sense of patriotism. In California, Mexicans saw this victory as a symbol of a shared struggle for democracy and liberty. The defeat of the French was a big blow to the Confederacy's hopes of support from a French-controlled Mexico, which gave the Union a boost.

The victory, however, was short-lived. The French re-grouped and, a year later, defeated 29,000 Mexicans and made their way to Mexico City, where they attempted to establish a second empire. Not to be deterred, Mexican forces continued fighting and took down an estimated 11,000 French troops with their guerrilla tactics. The French withdrew from the country in 1867 as it faced threats from Prussia in Europe and America if they didn’t withdraw.

Over time, the symbolism of the first Battle of Puebla intersected with bigger movements in the U.S., such as the fight for civil rights. This is one reason Cinco de Mayo isn’t just about Mexican pride, it’s also about the contributions Mexicans and Latinos have made to U.S. history.

Chicano activists in the 60s and 70s revitalized Cinco de Mayo as a symbol of Indigenous Mexican resistance and a call for social justice. However, in recognition of the holiday’s potential to profit from the Latino community, a demographic that has been consistently growing in the U.S., big businesses, especially beer companies, started commercializing Cinco de Mayo. The commercialization started in the 80s and, since then, it has muddled the true meaning of the holiday.

The Commodification of Latino Culture