New York, NY - August 12, 2025 - This September, as Hispanic Heritage Month approaches, New York City won’t wait for the official start. Instead, it will raise a new cultural flag born out of unity, created by the team behind Latin Food Fest NYC — the first and largest Latin food and music festival in North America. The festival returns September 13–14 with an expanded footprint, deeper cultural storytelling, and a powerful new identity: Raíces Radiantes, also known as the Bandera de LATAM.
For the second year in a row, Latin Food Fest will serve as the unofficial but widely embraced kickoff to Hispanic Heritage Month in New York City. This year, however, the team is not simply producing a festival. They are presenting a cultural declaration. One flag. Many nations. One shared voice.
The term Raíces Radiantes (Radiant Roots) isn’t just a theme. It is a cultural framework and visual identity created by the MASC Hospitality team, a collective that is more than 80% Latino and spans over a dozen nationalities across Latin America and the Caribbean.
Internally referred to as the Bandera de LATAM, this symbolic flag is designed to capture the common cultural DNA that connects countries like Colombia, Mexico, Argentina, Puerto Rico, Venezuela, Peru, and the Dominican Republic. It recognizes that while language, cuisine, and customs vary, there is a powerful set of shared values that bridge the Latin American diaspora.
This is not a replacement for national flags. It is an emblem that exists above and beside them — one built on food, rhythm, resilience, joy, and storytelling. It honors a truth that millions of Latin Americans already live: unity without erasure.
“We didn’t design Raíces Radiantes as a branding tool. We created it because we needed it,” says Marco Shalma, founder and Executive Producer of Latin Food Fest. “It reflects the unspoken bond between our countries and cultures. We all show up differently — but we all show up with fire. This flag captures that.”
The visual identity of Raíces Radiantes will be revealed at the festival through a flag-raising ceremony, brand storytelling installations, and a unified design system that appears across all merchandise, signage, and storytelling zones on site.
Latin Food Fest NYC 2025: The Cultural Stage of the Diaspora
Now in its fourth edition, Latin Food Fest continues to lead the national conversation around Latin culture and food — not by presenting a curated version of Latinidad, but by allowing the diaspora to present itself.
This year’s programming includes:
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70+ food vendors representing regional cuisine from over 20 countries across Latin America and the Caribbean
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Headline musical performances curated by Parcha NYC, featuring Los Rakas, Yasser Tejeda, Mariachi Real de Mexico, Samauma, and more
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The Bad Bunny Lookalike Contest, back by popular demand, will award $500 to the most crowd-approved Benito.
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Lucha Chancla, a satirical but culturally loaded showdown featuring oversized foam sandals, real-life drama, and a referee in a house robe
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The Empanada Eating Championship, where tradition meets competition
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Drama Mamá Live, a live telenovela-style theatrical performance channeling neighborhood storytelling
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Raíces Radiantes Launch Ceremony, with speeches, performances, and a symbolic raising of the Bandera de LATAM
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Cultural panels, chef demos, and creator talks, focused on Latin innovation, immigrant legacy, and the intersection of food, identity, and business
Each element of the festival is deeply rooted in lived cultural experience. The production team, artists, vendors, and creative directors reflect the communities they serve.
A Festival Built by Us, for All of Us
Latin Food Fest is produced by MASC Hospitality Group, a Bronx-based cultural production company with a decade-long legacy of building community through experience. Known for creating the Bronx Night Market, Uptown Night Market, and the award-winning Meatropolis, the team is recognized for redefining the festival model with authenticity, grit, and vision.
What sets Latin Food Fest apart is its refusal to dilute. There is no generic version of Latin culture on display. There is no monolithic story being told. Instead, the event allows space for every voice, every flag, every flavor — while reminding attendees that something bigger holds it all together.
“We’re not waiting for Hispanic Heritage Month to begin. We are declaring it open. With our food, our music, and our own flag,” says Shalma. “Latin Food Fest is not an event. It’s a voice.”
Event Details
Latin Food Fest NYC 2025
Dates: Saturday and Sunday, September 13–14, 2025
Location: Under the NYC skyline (final location TBA)
Tickets: Available now at www.thelatinfoodfest.com
Press, Media & VIP Passes: media@maschospitalitygroup.com
Partnerships & Sponsors: partners@maschospitalitygroup.com
About Raíces Radiantes (Bandera de LATAM)
Created by MASC Hospitality’s creative team in 2024, Raíces Radiantes is a cultural identity framework and symbolic Latin American flag that honors the shared values, traditions, and power of the diaspora. It functions as the creative and emotional foundation of Latin Food Fest NYC.
About MASC Hospitality Group
Founded in the Bronx, MHG is a leading cultural production company focused on community-first experiences at the intersection of food, music, and storytelling. The team has produced over 400 events and worked with dozens of brands, including NBC, Corona, Jack Daniel’s, Bronx Brewery, and Columbia University.
Media Contact
Company Name: Latin Food Fest
Contact Person: Marcos Halma
Email: Send Email
Phone: 6467043335
Address:88 Morningside Ave 4E
City: New York
State: NY
Country: United States
Website: https://www.thelatinfoodfest.com/