The 9th annual LATINAFest returns to Jesse Brewer Park in Exposition Park on June 7, 2026, celebrating what organizers call the 'UNSTOPPABLE' power of Latina culture, community, and entrepreneurship. This family-friendly outdoor festival, positioned as a prelude to Los Angeles hosting FIFA events, showcases the significant demographic growth and economic influence of Latinas in the United States.
From 2010 to 2022, the Latina population grew by 5.6 million, representing the largest numeric increase of any major female demographic group. As of 2024, Latinas constitute over 22.2 million women, making up 17% of all adult women in the U.S. and standing as the fastest-growing major female ethnic group in the country. This demographic shift carries substantial economic implications, particularly as Latina founders are starting businesses at faster rates than any other demographic group according to Forbes.
LATINAFest co-founder Bel Hernandez Castillo emphasized that marketing to Latinas should not be viewed as a diversity initiative but as a sound business strategy. 'Latinas are not a trend—we are the future of growth,' Castillo stated, reflecting the festival's foundational belief that 'Culture Is the New Currency.' The event features over 100 exhibitors and vendors, primarily Latina-owned businesses that are fueling economic growth nationwide.
The 2026 festival program includes keynote speaker Loriann Serna, founder of Wife of the Party, who brings over 20 years of experience producing celebrations for Hollywood figures and major brands. Other highlights include an opening ceremony with choreographer Stephanie Stevens, an author's panel featuring Reyna Grande and Julissa Arce, and a panel titled 'Breaking the Silence' addressing community narratives. Attendees can experience live selling powered by Viva Shop, morning yoga and wellness programming, art installations, musical performances, tequila and mezcal tastings in the Cocktail Garden, shopping, food, and salsa dance lessons.
With attendance exceeding 4,000 guests in 2025, LATINAFest anticipates further growth in 2026 as its influence expands across communities and industries. The festival receives support from 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 and other organizations dedicated to empowering Latina entrepreneurs and families.
Two lead-up events will build momentum toward the main festival: Taste of LATINAFest on May 16, 2026, in partnership with METRO celebrating the opening of the D Line station at Wilshire Blvd. & Fairfax, and the LATINAFest 5K Fun Run on May 30, 2026, sponsored by Angel City to promote wellness and community connection. These events demonstrate how LATINAFest serves as both a cultural celebration and a platform for economic visibility, highlighting the intersection of demographic trends and business opportunities in one of America's most dynamic consumer segments.
