Naomi Mendoza has become accustomed to the way Cinco de Mayo is celebrated in the United States: bowls of tacos, pitchers of margaritas, and the jubilant sounds of mariachi bands.
She is among a number of Mexican American business owners who have become more vocal about honoring Mexican history and the importance of the holiday, as a way to combat anti-immigrant sentiment amid increased immigration enforcement efforts that have targeted Latino communities.
Mendoza, owner of Cuernavaca Grill in Los Angeles, said she prefers a celebration that reflects “everything we endure as a society today.” So, Mendoza will host Cinco de Mayo celebrations at her restaurant, which, along with traditional mariachi and Mexican cuisine, will include a nod to the Mexican perseverance over the French in the Battle of Puebla more than 160 years ago.
“Just look at how much they have done with so little resources,” she said. “He has shown resilience. So, on Cinco de Mayo, we always make it a testament to our resilience.”
The restaurateurs aren’t the first Latino community leaders to reclaim Cinco de Mayo in the United States — moving away from flattening Mexican culture toward highlighting history and community. This year’s festivities significantly embrace traditional Mexican culture and focus on preserving it, said Sihela Mota Casper, director of the Latino Heritage Preservation Organization.
“It’s just great moments of education and knowledge sharing,” Mota-Casper said. “The more educated we are, the more knowledge we share, and the better our community and people become.”
Hispanic-owned businesses accounted for 8.4% of the 5.9 million U.S. employers in 2024, according to the Census Bureau’s annual survey of businesses. They also made up nearly 18% of all restaurant businesses in the U.S. last month, according to the National Restaurant Association, which uses census data.
American revelers hoping to crowd restaurants and drink tequila may find healthier, more intentionally planned offerings, said Raul Luis, who owns Mexican restaurant Pereria Challeo, which has locations in Los Angeles and Fort Worth, Texas. On Cinco de Mayo, he wants his customers to eat and drink the kinds of guisados — traditional Mexican stews served as a filling for tacos — that one eats when invited into a Mexican family’s home.
Lewis said well-made, traditional cooking will keep customers coming back, even if they’re not Hispanic.
“It’s the perfect opportunity for restaurants to capitalize on that moment and attract them to authentic Mexican food,” Lewis said.
Cinco de Mayo marks the anniversary of the 1862 victory of Mexican forces over invading French forces at the Battle of Puebla. The victory over the larger, better-equipped French forces was a huge emotional boost for the Mexican soldiers under General Ignacio Zaragoza.
In Mexico, historical reenactments are held annually in the central city of Puebla to commemorate the victory. Participants dress as Mexican and French troops and as Zacapuaxtlas – the indigenous and farmer band that helped the Mexican forces win.
In the United States, May 5 is seen as a day to celebrate Mexican American culture, dating back to the 19th century in California. Celebrations typically include parades, street food, fan parties, and mariachi and bale competitions.
Folklórico, or folkloric ballet, features swirling dancers in bright, ruffled dresses and their hair tied in shiny ribbons.
Today is often confused Mexican Independence DayWhich falls on September 16th.
Latino activists and scholars say the disconnect in the United States is reinforced by the murky history of Cinco de Mayo and marketing that plays on stereotypes that include drooping fake mustaches and giant, colorful hats.
Since returning to the White House in 2025, President Donald Trump has continued his rating Mexican immigrants as criminals and gang membersLatino communities were targets of And his hardline methods in the field of immigration. Memes shared from the White House’s official social media accounts perpetuate negative stereotypes about Latinos, while being led by the federal government Initiative in English only Diversity, equity and inclusion bans appear to target communities of color.
All of this has generated a great deal of fear in Latino communities.
The restaurant industry has also been having a tough time due to rising costs, said Mendoza, a Los Angeles restaurateur. But despite all that, Cuernavaca Grill will celebrate its 20th anniversary this year.
As part of the restaurant’s Cinco de Mayo celebrations, it will invite customers to contribute to a food and toy drive aimed at supporting those struggling in the current climate.
“This is a testament to our resilience,” Mendoza said. “It’s a testament to our hard work. It’s a credit to our community and everything we’ve accomplished.”