From Jalisco to Texas, the soft power of mariachi, tequila, and tradition

In today’s landscape of Mexico–U.S. relations, where migration tensions and economic negotiations often dominate the agenda, culture has emerged as a surprisingly powerful vehicle of integration. Among all Mexican states, Jalisco stands out for its iconic contributions: mariachi music, charros, and tequila. These cultural expressions have not only survived in Texas—they’ve taken root, serving as tools of cultural diplomacy and drivers of binational economic development.

In 2024, Texas hosted over 320 Jalisco-themed festivals and cultural events, according to data from the Consulate General of Mexico in Dallas and the Texas Cultural Trust. One standout, the “Mariachi Vargas Extravaganza” in San Antonio, drew more than 50,000 attendees—a 17% increase over the previous year. Tequila exports from Jalisco to Texas surpassed $290 million in value, marking an 11.2% growth from 2023, solidifying Jalisco’s position as the top exporter of tequila to the southern United States.

Universities have joined the movement as well. The University of Texas at Austin and the University of Houston expanded their Latin American studies programs in 2024 to include workshops on regional Mexican music, the history of charro traditions, and the cultural symbolism of tequila. These initiatives aim not only to celebrate folklore, but to understand the political and social impact of Mexico’s “soft power” in the U.S. South.

The charreada, Mexico’s national sport, has also gained official footing in Texas through binational partnerships. In 2024 alone, at least 28 formal charro tournaments were held in cities like Laredo, El Paso, and Houston, featuring both Mexican and Texan teams. Beyond their symbolic value, these events represent real economic opportunities: cultural tourism stemming from these activities contributed over $85 million to the regional GDP, according to a joint study by the University of Guadalajara and Texas A&M International University.

Still, this cultural synergy faces critical challenges heading into 2025. Chief among them is the lack of a structured binational policy to consistently support and finance the cultural promotion of Jalisco in the U.S. While educational programs and cultural events thrive through grassroots efforts and consular coordination, the absence of a formal framework limits their scale and sustainability. Moreover, the risk of cultural appropriation—where Jalisco’s traditions are commodified without respect to their origins—poses ethical and economic concerns.

Another pressing issue is integrating this cultural identity into the political narrative on both sides of the border. While mariachi and tequila are widely celebrated, their power as tools for deeper binational understanding remains undervalued by decision-makers. To unlock the full potential of this cultural diplomacy, state governments, universities, and business chambers must see culture not as a decorative element but as a strategic asset.

Looking ahead to 2025, a renewed vision is essential—one where Jalisco’s cultural legacy is not only celebrated but also managed, protected, and amplified as a diplomatic, economic, and educational force. The shared history between Jalisco and Texas has deep roots and expanding branches. If nurtured with binational vision, it can become a strong foundation for a more human, productive, and enduring relationship between Mexico and the United States.

Written by: Editorial

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