The 9th Annual LATINAFest, the nation's largest outdoor festival celebrating Latinas, will take place on Sunday, June 7, 2026, at Jesse Brewer Park in Exposition Park, Los Angeles. The event, themed 'UNSTOPPABLE,' highlights the rapid growth and economic power of Latinas, who now represent over 22.2 million women in the U.S., making up 17% of all adult women as of 2024. According to the festival's co-founders, this year's celebration comes one week before Los Angeles hosts the FIFA World Cup, positioning LATINAFest as a prelude to the city's global spotlight.
'Latinas are not a trend—we are the future of growth,' said co-founder Bel Hernandez Castillo. 'Marketing to Latinas should not be considered a DEI initiative by corporations; it is a strategy that is good for business.' The festival, rooted in the belief that 'Culture Is the New Currency,' will feature over 100 exhibitors and vendors showcasing Latina-owned businesses, which Forbes reports are being started at faster rates than any other demographic group in the U.S.
Keynote speaker Loriann Serna, founder of Wife of the Party, will share insights from her 20-year career in event planning. An opening ceremony choreographed by Stephanie Stevens, recently featured in Bad Bunny's halftime show, will include youth soccer teams. The Author's Panel will feature award-winning novelist Reyna Grande, presenting her latest work Migrant Heart, and Julissa Arce, author of My (Underground) American Dream. A panel titled 'Breaking the Silence' will address untold stories within the community.
Additional activities include live selling experiences powered by Viva Shop, morning Mayan yoga and wellness programming with sound baths and 'limpia' rituals, art installations, musical performances, tequila and mezcal tastings in a cocktail garden, salsa dance lessons, and shopping and food. The festival attracted over 4,000 guests in 2025 and anticipates greater attendance this year.
LATINAFest is supported by sponsors including Angel City FC, Square, AARP, El Clasificado, LATINATION, Hispanic Coalition of Small Businesses, NAFTA Distributors, Empowered With Gina, Rancho La Gloria, Amigas on Tour, Sazon Grip, and Melrose Bouquets. Community partners include NLBWA-LA. Lead-up events include Taste of LATINAFest on May 16, 2026, in partnership with METRO, and a 5K Fun Run on May 30, 2026, sponsored by Angel City FC.
Sponsorship opportunities remain available for brands seeking to connect with this influential consumer group. The festival continues to serve as a platform for elevating Latina entrepreneurs and culture.
