Potential for Mexico
The existence of 13 million Mexicans and more than 50 million Hispanics in the United States represents a potential in the market of nostalgia for Mexico. Currently, 11 of every 100 dollars of agricultural products sold in that country are Mexican, although the offer could be extended.
“We must take advantage of the fact that the Mexican is creative and makes jam with Habanero”
The Hispanic market is very attractive for companies in the United States. United, mainly for 3 reasons:
- We are highly consumerist.
- They are the largest majority in the USA. In fact, the only country with more Hispanics than the USA is Mexico.
- They are a sector of opportunity not fully explored and respond to the so-called “nostalgia market”.
The first 2 reasons are quite obvious and notorious in everyday life However, many of us do not know …
What is the nostalgia market?
The “Mercado de la Nostalgia” is made up of all those Mexicans who live in the United States and despite having entered a totally different culture to theirs and to have long been established in this country, still retain much of their culture, customs and consumption habits.
Nostalgia products are those that have certain unique properties, which give a sense of belonging and links with its place of origin.
Which translates into a huge opportunity for those companies interested in entering the Hispanic market, from tamarind candy to a new music star like Selena Quintanilla, are products that Hispanics consume from the “Mercado de la nostalgia”.
The national businessmen together with the Mexican government seek to increase the supply of processed foods that are sent to the US market. As well as generating new market alliances with American companies that can help meet the Hispanic demand for this type of product.
COCO: The movie about Mexico created in the US?
The winning film in the category of animation ‘Coco’ raised 71.2 million of dollars in its first weekend of transmission in the United States, against 9.3 million that it compiled in Mexico, that is to say, that it won almost seven times more in the neighboring country; where it exceeded, for example, “Justice League”, which only obtained 60 million dollars. In addition the song ‘Remind me’ of the same film, won the award for the best song of the year.
But in addition to generating millionaire profits, migrants promote our country brand, because it seems that in the end they have not changed, but rather they are permeating the American culture. In addition to the above, the colors of nostalgia paint the film industry, as well as transcend the family values of our society. At times we even feel that the mythical representation of the Mexican is exaggerated.
The truth is that there are as many Mexico’s as versions of Mexicanness, if we can say that word. However, it is important that our country brand as well as the tourism industry, take advantage of this moment to show their services to the world. We have never given so much to talk about.
At Vaquero Advertising we familiarize ourselves with both cultures to personalize your brand with the design and strategy that your target wants to see. Contact us to send you more information about the services we offer!