From Sobremesa to Something New, Walmart Celebrates Latino Flavor at Billboard Latin Music Week

Latino food culture has never been one to stand still. Familiar recipes find new interpretations, family traditions take on new meaning and entrepreneurs bring the flavors they grew up with to tables far beyond their own. It’s a culture shaped as much by the traditions we carry as the new ones we create along the way. 

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At Billboard Latin Music Week, Walmart brought that evolution to life through moments of connection, creativity and discovery. From family stories shared over sobremesa to an unexpected twist on Miami’s beloved Cubano, the week celebrated the people, flavors and fresh perspectives keeping Latino food culture moving forward. 

That connection between past and present came to life through Zhamira, who joined Wednesday’s “Love & Music” panel at Faena Forum. The singer also stars in a sobremesa campaign in partnership with Walmart, gathering with her parents in Miami for a meal rooted in Latin flavors and family traditions. Over dishes made with products available at Walmart, the family shares memories, stories and the kind of conversations that keep everyone lingering long after the last bite. It’s a familiar ritual with a timeless appeal, reminding us that traditions live on through the people who continue to make them their own.

And while family recipes keep traditions alive, Latino entrepreneurs are finding new ways to bring those flavors into everyday life. Throughout the day, attendees could discover La Monarca wedding cookies and Café Olé coffee, a Latino-founded brand available at Walmart. More than a welcome pick-me-up between panels, the pairing offered a glimpse into the growing landscape of Latino-owned food businesses bringing familiar tastes to new audiences. By making these brands easier to discover, Walmart helps connect their stories and products with kitchens across the country. 

That spirit of reinvention continued into the evening at Wynwood Marketplace, where Walmart joined forces with Billboard and Eater for El Pre Party, a flavorful lead-in to the night’s En Vivo concert. 

Miami’s own Sanguich put a fresh spin on a hometown favorite with a custom Cubano seasoned with Great Value spices and paired with Pisqueya’s guava hot sauce, all available at Walmart. The sweet-and-spicy combination refreshed the beloved classic, showing that even familiar recipes can make room for something new. It also spotlighted Pisqueya, a Latino-founded brand bringing a distinctive perspective to Latin cooking.

Creators ChefBruja, MadebySillo and MikaBites joined the celebration, sharing their own perspectives on food, flavor and discovery as guests gathered ahead of the concert. And as the crowd made its way into En Vivo, the evening’s energy carried from the table to the stage.

From the traditions passed down at family dinners to the entrepreneurs putting their own spin on familiar flavors, Latino food culture is always finding new ways to grow. At Billboard Latin Music Week, Walmart helped bring those stories together, celebrating the people and brands keeping traditions alive while making room for what’s next. Because culture doesn’t stand still. It moves with us, from one kitchen to another, one generation to the next and, sometimes, over a really good sandwich.