The spicy snack has inspired songs, clothes and movies, but for some Latinos in the U.S., the chips hold a particularly special meaning.
"You know, it wasn't easy to just go to the regular convenience store or the regular supermarket and pick up something like that. At the time, in the 90s, we mainly had the the basic potato chip flavors and maybe tortilla chips — and maybe Doritos with cheese," according to Filippelli.
At the same time the spicy snack entered the American market, the U.S. was seeing a boom in its Mexican population. From 1990 to 2000, the population of foreign-born Mexicans more than doubled to 9.2 million people, according to the Migration Policy Institute. The grainy red dust quite literally leaves a mark, and it's something entrepreneurs, namely those in the food business, have capitalized on. There are Hot Cheeto corn dogs, Hot Cheeto, Hot Cheeto sushi and even Hot Cheeto cookies. One Southern California restaurateur didn't think twice before incorporating Hot Cheetos into his Mediterranean-Mexican fusion restaurant in Downey, Calif.
"I was like, 'I have to include Hot Cheetos in there because people are going to relate so much,'" said Marlene Mendez, a content creator who goes byon social media. Mendez is referring to one of the first skits she posted on Twitter in 2020. "She's spunky, she's sassy, she says funny things — but she's also smart and she's got her stuff together," said Filippelli."The 'Hot Cheeto girl' is a bit of a stereotype, right? But I think a lot of a lot of women content creators are trying to make it their own."the Hot Cheeto girl at her school growing up.
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