Mexican American business owners are increasingly emphasizing the historical importance of Cinco de Mayo and showcasing Mexican resilience in the face of heightened anti-immigrant rhetoric and enforcement.

A Shift in Focus

Nayomie Mendoza, like many others, has observed how Cinco de Mayo is traditionally celebrated in the U.S., often with tacos, margaritas, and mariachi music. However, she is part of a growing movement of Mexican American business owners who are actively working to honor Mexican history and the true meaning of the holiday.

Remembering the Battle of Puebla

Mendoza, owner of Cuernavaca’s Grill in Los Angeles, believes celebrations should acknowledge the challenges faced by her community today. Her restaurant’s Cinco de Mayo festivities will combine traditional elements with a commemoration of the Mexican victory over the French at the Battle of Puebla, which occurred over 160 years ago.

She emphasizes the strength demonstrated by the Mexican forces, stating, “Just looking at how much they did with very little resources… It just showed resilience. So, on Cinco de Mayo we always make it a testament of our resilience.”

Reclaiming the Narrative

Latino community leaders have long sought to reclaim Cinco de Mayo in the U.S., shifting the focus from a generalized portrayal of Mexican culture to a celebration of its history and community. Sehila Mota Casper, director of Latinos in Heritage Conservation, notes that this year’s celebrations are particularly focused on traditional Mexican culture and preservation.

Casper highlights the importance of education and knowledge sharing in fostering a stronger community. Restaurants are also prioritizing authentic cuisine over simply serving alcoholic beverages.

The Economic Impact

Hispanic-owned businesses comprised 8.4% of the 5.9 million U.S. employers in 2024, according to the Census Bureau. They also represent approximately 18% of all restaurant businesses in the U.S., as reported by the National Restaurant Association.

Raul Luis, owner of Birrieria Chalio Mexican Restaurant in Los Angeles and Fort Worth, Texas, plans to offer traditional “guisados”—Mexican braises or stews—to reflect the hospitality of a Mexican family’s home. He believes that high-quality, authentic cooking will attract a diverse customer base, stating, “It’s the ultimate opportunity for restaurants to take advantage of that moment and bring them in and entice them to authentic Mexican food.”

The History of Cinco de Mayo

Cinco de Mayo commemorates the 1862 victory of Mexican troops over invading French forces at the Battle of Puebla. This triumph, achieved against a larger and better-equipped French army, significantly boosted the morale of Mexican soldiers led by Gen. Ignacio Zaragoza.

Celebrations in Mexico and the U.S.

In Mexico, annual historical reenactments in Puebla honor the victory, featuring participants portraying Mexican and French troops, as well as the Indigenous and farmer contingent known as Zacapoaxtlas who contributed to the Mexican win. In the U.S., May 5 is celebrated as a day to honor Mexican American culture, with parades, street food, block parties, mariachi competitions, and Folklórico dance performances dating back to the 1800s in California.

However, the day is often mistakenly identified as Mexican Independence Day, which is celebrated on September 16. Latino activists and scholars attribute this misunderstanding to the often-blurred history of Cinco de Mayo and marketing that relies on stereotypes.

Facing Challenges with Resilience

The current political climate, including past rhetoric from President Donald Trump regarding Mexican immigrants, has heightened fears within Latino communities. Mendoza acknowledges the challenges facing the restaurant industry due to rising costs, but Cuernavaca’s Grill will celebrate its 20th anniversary this year, incorporating a food and toy drive to support those in need.

She reiterates, “This is a testament of our resilience,” and “It’s a testament of our hard work.”