The 9th annual LATINAFest returns to Jesse Brewer Park in Exposition Park on June 7, 2026, celebrating Latina culture, community, and entrepreneurship under the theme 'UNSTOPPABLE.' This family-friendly festival, occurring one week before Los Angeles hosts FIFA events, underscores the substantial and growing influence of Latinas in the United States. From 2010 to 2022, the Latina population increased by 5.6 million, the largest numeric rise of any major female demographic group. As of 2024, Latinas represent over 22.2 million women, constituting 17% of all adult women in the U.S. and standing as the fastest-growing major female ethnic group in the country.
LATINAFest co-founder Bel Hernandez Castillo emphasized that culture is the new currency, stating, 'Latinas are not a trend—we are the future of growth.' She noted that marketing to Latinas should be viewed as a sound business strategy rather than merely a diversity, equity, and inclusion initiative. The festival reflects this perspective by showcasing over 100 exhibitors and vendors, highlighting Latina-owned businesses that drive economic growth. According to Forbes, Latina founders are launching businesses at faster rates than any other demographic group in the U.S., demonstrating innovation and resilience.
Co-founder Naibe Reynoso described LATINAFest as a movement that unites culture, commerce, and community to celebrate Latina power and impact. The 2026 event will feature keynote speaker Loriann Serna, founder of Wife of the Party, an event planning company with over 20 years of experience working with Hollywood celebrities, major brands, and influencers. Other highlights include an opening ceremony with choreographer Stephanie Stevens, an author's panel with Reyna Grande and Julissa Arce, a panel titled 'Breaking the Silence,' live selling experiences powered by Viva Shop, morning yoga and wellness programming, art installations, musical performances, tequila and mezcal tastings, and shopping and cultural activities for families.
With attendance exceeding 4,000 guests in 2025, LATINAFest anticipates further growth in 2026, supported by sponsors such as Angel City FC, Square, AARP, and El Clasificado. Lead-up events include Taste of LATINAFest on May 16, 2026, in partnership with METRO, and a LATINAFest 5K Fun Run on May 30, 2026, sponsored by Angel City. These activities promote wellness and community engagement while building momentum for the main festival. Sponsorship opportunities remain available for brands seeking to connect authentically with this influential consumer group, whose economic and cultural contributions continue to shape industries nationwide.
