At Goya Gives, we believe that celebrating culture is also a way of honoring life, memory, and community. This year’s Día de Muertos celebration in New York City was a powerful reflection of that belief—bringing together tradition, art, music, and thousands of people in a shared moment of remembrance and joy.
Organized by the NYC Department of Transportation and the Times Square Alliance, with the participation of the States of Puebla and Aguascalientes, and in partnership with the NYC Mayor’s Office for International Affairs, the event transformed the city into a vibrant celebration of one of Mexico’s most meaningful traditions.
A highlight of the evening was the breathtaking installation of traditional Catrinas and four magnificent altars, including the Goya Altar, lovingly dedicated to Goya founders Prudencio Unanue and Carolina Unanue. Decorated with colorful papel picado, marigold flowers, and symbolic offerings such as mole, pan de muerto, and sugar skulls, the altar served as a heartfelt tribute—connecting family legacy, cultural heritage, and remembrance.
Throughout the celebration, thousands of attendees enjoyed live performances from talented artists and groups including Mariachi Tapatio, La Atraktiva, Jerry Feroz, MACAO, Ballet Guadalupano, and La Comparza Azteca. Music, dance, and tradition filled the streets as families and friends honored loved ones, shared stories, and captured memories alongside the iconic Catrinas.
At Goya Gives, moments like this remind us of the power of culture to unite communities across generations and borders. Día de Muertos is not about loss alone—it is about celebrating life, love, and the enduring bonds that connect us.
We are grateful to everyone who joined us and helped make this celebration so meaningful. As the altars come down and the music fades, the spirit of Día de Muertos continues to live on—in our memories, our traditions, and our communities—until we gather again next year.
