In Mexico we celebrate every January 6th Three Kings Daya holiday rooted in Catholic culture and in the family life of millions of homes, on a date that commemorates, according to Christian tradition, the moment when the wise men of the East Melchior, Gaspar and Baltasar arrived at the portal of Bethlehem to pay tribute to the Child Jesus and give him gold, incense and myrrh after following a star.
The arrival of the wise men in the biblical narrative represents the manifestation of Jesus to non-Jewish peoples and is known as Epiphany, on a day that, in Mexico, evokes sacred history and turns it into a family reunion; Since the night of January 5, the little ones write letters and place their shoes waiting for the Three Wise Men to leave them toys and gifts.
Thread and tradition
One of the most beloved traditions is break the Rosca de Reyes (an oval bread that symbolizes the crown of kings and the infinite love of God) and eating it with hot chocolate on many Mexican tables.
Inside the bagel is hidden a figure of the Child Jesus; Whoever finds it, according to tradition, must take care of the doll until Candlemas Day (February 2 of the same year), when a party with tamales and atole is organized for family, friends or whoever wishes to share it.
The customs linked to Three Kings’ Day go beyond the cake and gifts. In many communities parades are organizedfairs and cultural events where Epiphany passages are represented or toys are distributed. In Mexico City, there are initiatives such as delivering toys to children in vulnerable situations.
Changes in trade
However, it is a holiday that also represents an important economic engine in the country, especially in toys, clothing, technology and bakery, which represents a boost for physical and even digital stores.
In recent years, e-commerce gained ground in the purchases of seasonal products: from the pre-sale of kings’ threads on online platforms to the growing intention to purchase toys and fashion items in advance to fulfill the requests that children made in their letters on the occasion of Three Kings Day.
This evolution of commerce, especially digital, transformed the way in which families buy gifts and traditional products without forgetting that Three Kings Day is a cultural, family and festive celebration.
