I was strolling down the booze aisle at Cost World Plus in SanTana when I came across the following package. At first, I thought it was one of the store's many cheesy Halloween gag gifts, something more appropriate to Spencer's than a merchant with a surprisingly robust selection of ethnic sweets, treats, and booze. But upon closer inspection, it was a real thing.
OY VEY. While Día de los Muertos ("Day of the Dead" for those of you who don't habla) is increasing in popularity across the United States, the tradition is also increasingly being co-opted by corporations looking not so much to appeal to Mexicans but to grab hipster dollars that think anything Día de los Muertos is cool for reasons Mexicans have never quite understood. The Día de los Muertos fad has riled many a Chicano, and as I stood there fuming, I went through the Kübler-Ross model--better known as the five stages of grief popularized through American pop psychology--right then and there. Yes: I'm a pendejo.More »