This past week we were so excited to see our alumni Maya Shah publish her article “From Stereotypes to Strategy: End Hispandering Through Cultural Insight.” In it, she calls out shallow “Hispandering” tactics and argues that brands must move past sombreros, random Spanish words, and one-month-a-year campaigns to truly understand the diversity of more than 65 million Hispanics in the U.S. Her perspective beautifully shows the relevance of our Multicultural Marketing Communication Certificate at FSU and why it is so important to learn about Hispanic audiences in a time of so many “ washing” effects, echoing the ideas in Korzenny, Chapa, and Korzenny’s work on Hispanic marketing and cultural insight.
Maya graduated from Florida State University in Spring 2025 with a BS in Marketing and a minor in Hispanic Marketing Communications, and she was also part of our certificate program She is now a first year graduate student at NYU, in the MS in Integrated Marketing program with a concentration in Brand Management, currently interning at Devi Wellness and previously working as an Account Executive at Marca Miami, creating Spanish and bilingual campaigns for diverse U.S. Hispanic audiences. She is passionate about authentic storytelling and building multicultural campaigns that truly connect with people Dr Chapa and the entire Center are incredibly proud of Maya, and we are so happy to see her taking what she learned here at FSU and pushing the industry forward!
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STAFF MEMBER OF THE WEEK
Isabelle Gouverneu
Roots: Guaynabo, Puerto Rico
Major: Clinical and Mental Health Counseling
Masters student
Fun fact: I teach hip hop at the Leach!
BOARD MEMBER OF THE WEEK
Erika Gianni
Company: Bixal & Advisory Board Vice Chair
Role: Vice President of Operations
Cultural Trends
Industry This Week
BENITO’S BOWL AND ITS IMPACTACROSS THE COUNTRY
Although Bad Bunny ’ s most-awaited performance has been hosted thousands of miles away in California, South Florida Puerto Rican restaurants have received an overwhelming amount of orders as viewers get ready to Benito ’ s Bowl The pride in their homecountry Puerto Rico, is indescribable right now, as workers from said restaurants explained to reporters The culture is being embraced, with people wanting to enjoy it by watching the game while trying traditional Puerto Rican food to get the full experience This is a clear example that food is an universal language
READ MORE HERE
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FROM SUPERBOWL, TO BENITO’S BOWL, TO “EL SUPER TAZÓN” It is exciting to see Bad Bunny ’ s new merch drop, celebrating his halftime show at the 60 Super Bowl. Even more so because, for the first time, the US’ s favorite sports finale was held in Spanish, as it has been called “El Super Tazón” This branding, alongside the unforgettable performance and stage, was the perfect way to share more about Furthermore, the very thoughtful invitations of Lady Gaga and Ricky Martin, through which a bridge between older generations and . It is a moment full of pride for Hispanics all across the world as this culture is represented so boldly and creatively on this stage
READ MORE HERE
POP CULTURE
SUPER BOWL PARTIES DOUBLE AS A CULTURAL STATEMENT FOR BAD BUNNY FANS
This week’ s Super Bowl LX on Feb. 8, 2026 isn’t just a big game it’s become a cultural celebration as Bad Bunny headlines the halftime show and fans organize themed “Benito Bowl” parties across the country Latino communities in places like San Antonio are hosting events, selling themed merchandise, and turning the moment into a joyful expression of identity and pride This year’ s Super Bowl reflects how major sporting events continue to evolve into shared cultural experiences that celebrate diversity and collective excitement. The widespread enthusiasm surrounding the halftime show underscores how moments like this can bring people together across communities, using music and celebration to amplify shared cultural pride
READ MORE HERE
PING UP WITH DR. CHAPA
t clubs, organizations, and countries, all gathered together like one big family We shared food, stories, and laughter while we waited for the halftime show, and the room was filled with warmth, kindness, and a sense of belonging. It was the perfect environment to watch such an important cultural moment, surrounded by people who understood how special it was.
The entire performance felt like a love letter to Latino identity, from the set design and visual storytelling to the subtle cultural references and themes he highlighted without even needing to say them out loud. His phrase, “The only thing more powerful than hate is love, ” was especially meaningful and gave everyone a moment of reflection in the middle of all the excitement It was a reminder that representation is not only about being seen but also about the messages and values that are shared when we have a platform For many of us, this halftime show felt like a historic moment that we will remember for a long time. 09.02
One of the most exciting parts of the night was when Bad Bunny named different countries from Latin America and North America Every time he mentioned a country, you could hear cheers from people in the room who felt seen and represented After the show, everyone was dancing, talking about their favorite moments and sharing how much they identified with his performance and message It was more than just watching a game; it was a shared experience of pride and joy in our cultures. We hope you also enjoyed the Super Bowl and had as much fun watching the game and Benito ’ s halftime performance as we did.
And as you can see by our sign we will always be Team Benito!
OUR STUDENTS BEYOND THE CLASSROOM
This weekend, CHMC students surprised
talents! We are proud to say that we ’ ve got some of the most well rounded members Erin Schaefer and Kathryn Christ
historic first women’s lacrosse game this Saturday, Febru
y 7th, representing both the program and the Center on the field Dr Chapa was in the stands cheering them on, sho
support goes far beyond the classroom. Two other students who demonstrated great resilience and drive were Héctor Rodríguez Pantaleón and Camila Fernández. Both CHMC members ran Tallahassee’s Half Marathon this Sunday, February 8 , showing us what commitment means as they both surpassed their own obstacles th
We couldn’t be prouder to have students who are not only talented, ambitious, and dedicated in the classroom but also outside of it! They are all a huge inspiration for our family! KEEP IT UP!
Follow on IG: @fitbycamii and @fsu wlax
LATINAMERICAN CERAMICS
Caribbean Pre-Co
u
mbian Pottery
Pre-Columbian pottery in the Caribbean offers a window into how Indigenous communities lived, moved, and organized themselves ov
nearly 2,000 years
Focusing on the site of Maisabel in Puerto Rico, researchers trace ceramic traditions from the highly decorated Saladoid period, beginning around 200 BC, through to the simpler Ostionoid styles that accompany the rise of more hierarchical chiefdoms.
While villages expanded inland and new political centers with plazas and ball courts emerged, chemical analysis of pottery shows that people kept using the same local clay sources, suggesting that production stayed rooted in community level traditions rather than shifting t
This continuity is striking: even as social and political structures became more complex, everyday objects like cooking pots and serving vessels remained anchored in local knowledge, practices, and identities
READ MORE HERE
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Hispanic Marke
Join the Hispanic Graduate Student Association for a Bowling Social! Enjoy a fun night of bowling, appetizers, and community as we connect with fellow students. This event is designed to bring together Latinos and Hispanics who are currently in graduate school or interested in pursuing graduate studies but all are welcome Come build community, make new connections, and have fun! When? February 5th, 2025 at 6:30 PM Where? FSU Bowling Alley Student Union
ANDREA SACASA VIVAS
Andrea is an undergraduate student in the last year of her Advertising Program, with a minor in Business and the Multicultural Marketing Communication Certificate. Contributes to the Center as Director for Internal Communications.
SOFIA OTTO
Sofia is a graduate student pursuing a Master’ s in Communication and Media Studies in her first semester of graduate school. She is also completing the Multicultural Marketing Graduate Certificate and contributes to the Center as a volunteer on multiple assignments. Specifically, she is the talent behind “Keeping up with Dr. Chapa” this semester!
DANIELA PAULINO
Daniela is an undergraduate student majoring in Marketing and Management with a minor in Psychology. She is also preparing for law school and pursuing the Multicultural Marketing Certificate to strengthen her expertise. She contributes to the Center for Hispanic Marketing Communications as a member of the social media team and the communications team. She is in charge of showcasing all our amazing members’ work every week!
