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People often think of Hispanic and Latino people as the same — one great big singular group. But they’re not. In fact, they’re far from it.
Did you know that Hispanic and Latino are not interchangeable terms? Did you realize a person could be Black, Asian and Hispanic? Did you know that someone who identifies as Hispanic is inherently American (the Hispanic classification was created right here in the U.S. in the 1980s)?
“Hispanic Voices,” Visit Philadelphia’s new TV spot, debuts just in time for Hispanic Heritage Month and aims to showcase the tapestry of different races and cultures that make up this misunderstood group. Four supplemental videos give Philadelphians a voice to help untangle the untruths perpetuated about the community.
The bold, bright and celebratory TV spot focuses on a group of Americans bound by language, proud of their differences and confident in their voices. In total, 35 Philadelphians appear, representing 10 Hispanic and Latino cultures and hailing from diverse fields spanning the arts, culinary, media, tourism, entrepreneurship and more.
Listen to members of Philly’s four largest Hispanic communities (Puerto Rican, Dominican, Mexican and Colombian) discuss the intersection of race and ethnicity, how they identify themselves and the significance of embracing their American selves. Then read on for more about some of the people making Philadelphia shine so brightly.
The “Hispanic Voices” series is the second installment of Visit Philadelphia’s “In Pursuit of a More Perfect Union” campaign, which kicked off during Pride Month to show off Philadelphia as a welcoming and inclusive destination for all.
— Photo by D. Knoll for Visit Philadelphia
Neighborhood: Old City Originally from Long Island, Andrianna is now a marketing manager at Temple University’s Center for American Language and Culture. She senses a strong bond with fellow Puerto Ricans in Philadelphia. “You have that instant connection, sometimes silent, where you connect and can discuss all the different food places and shops in Philly that you both know,” she says.
Neighborhood: South Philly Martin is a media consultant and entrepreneur originally from Honduras. To him, Philly’s Latino community is a big melting pot, full of diverse cultures and ethnicities. “When I moved here seven years ago, I didn’t know anyone,” he says. “Since then, my experience has been great! You can find everything from a number of different cultures.”
Neighborhood: Springfield, Delaware County Emilio Buitrago came to the United States from Venezuela in 1996 to study in Washington, DC. Now a project manager at a renewable energy company and living in Delaware County, Emilio points to Philly’s welcoming nature and its importance as the birthplace of democracy. “Philadelphia is a very welcoming city to anyone,” he says. “People overlook Philadelphia. Democracy was born here, which is very important in Latin America.”
Neighborhood: Graduate Hospital Founder, owner and chef behind Jezabel’s and L’atelier in West Philadelphia, Jezebel Careaga was born and raised in Argentina before moving to the U.S. more than 15 years ago. In Philadelphia, she sees a city that accepts authenticity. “Philadelphia is a place that celebrates being authentic and is very rewarding for those who express themselves creatively,” she says. The Argentine community in Philly has almost “a small-town feeling to it,” she says, citing the camaraderie, companionship and friendship within the community.
Neighborhood: South Philly Born in New Jersey and raised in Philadelphia and the Dominican Republic, Carrie Cayetana Rodriguez is proud of the food, music and sports that Dominicans bring to Philly, along with a strong sense of unity, religion and family structure. “Dominicans are dreamers and work very hard to achieve their goals,” she says. She’s grateful for a strong support system in Philadelphia, which helps in difficult times, and she now sees even more opportunities for a new generation of entrepreneurs and dreamers in the city.
Neighborhood: Swarthmore, Delaware County Israel Colón is from Northeast Philadelphia and now runs a community-based poetry organization called Bluebird Poetry. He is proud of the Puerto Rican community’s creativity and ingenuity and the mark they’ve made in Philadelphia. “People who look like me and come from where I come from … have impacted the culture here for a very long time,” he says. “My participation in this community makes me feel as though I am doing my part to keep that tradition alive.”
Neighborhood: Kensington Born in New Jersey, Eric Cortes now lives in Kensington and works as the senior director of social at Visit Philadelphia. A Colombian American, he’s discovered many new opportunities in Philadelphia by attending events, reaching out and meeting people in the community. He says, “At the end of the day, we all have each other’s back. It’s a special thing that as soon as you start speaking Spanish or mention you’re Latino, you’re embraced in Philly.”
Neighborhood: Delaware County A Colombian social entrepreneur, Lili came to the U.S. for love and chose Philadelphia as the place to start a family with her husband, Brian. She’s held countless disciplines — teacher, fashion designer, journalist, etc. — and thrives most when helping her community achieve their own dreams. Philly reminds Lili of Colombia and she loves how the city’s food, music, architecture, rich culture and more all create a sense of belonging for the Latino community. “También, la cultura y el amor que cada ser que vive aquí o viene de visita tiene,” she says. “Philadelphia opens its heart not only to those who live here year-round, but also to visitors from many countries. Many friends have come on vacation, and they fell in love with the city.”
Neighborhood: Northeast Philly Dancing in from Cali, Colombia — the capital of salsa — Maria considers Philly to be “one of the most diverse cities in the U.S.” Since coming to the city six years ago, Maria has worked in financial planning and loves how the city’s Latino community always wants to grow, support each other and make a difference. “Everyone feels very welcome and many immigrants have made this place home.”
Neighborhood: Rittenhouse Square Josue Diaz-Melendez is a medical student at Thomas Jefferson University who moved to Philadelphia two years ago after living in California and New York City. He’s found a welcoming community in Philadelphia, where it’s “easier to meet people, easier to connect” compared to New York City and Los Angeles, he says. Raised by Mexican and Guatemalan parents, he’s found tight-knit Mexican and Guatemalan communities in Philly where “everyone looks after each other,” he says.
Neighborhood: Manayunk Jovan is a multimedia designer and a digital content manager at Visit Philadelphia. Afro-Latino, Puerto Rican and native to the city, Jovan loves Philadelphia’s courage and ambition, the sense of family and community, and the fact that people in Philly never forget who they are or where they came from. “Philly has heart,” he says. “There’s a huge sense of pride here — and never a doubt in anyone’s mind whether they can achieve something.”
Neighborhood: East Passyunk Originally from South Jersey and living in East Passyunk, Farah Stacy Farag is the social media content and creative manager at Visit Philadelphia. Coming from a Salvadorian and Egyptian background, she appreciates the diversity in Philadelphia — something she didn’t experience earlier in life. She says, “Growing up, I didn’t really see people who had similar backgrounds as me, so I didn’t really think that type of community existed. Once I moved to Philly, I quickly realized how diverse the city was and felt a sense of belonging.”
Neighborhood: Juniata An entrepreneur hailing from the Dominican Republic, Radhi moved to North Philly in 2012. Today, he works with his wife to produce the hot sauce line Faiya, a brand merging the flavors of his own culture and his wife’s Mexican heritage. When thinking about the city’s Latino community, Radhi notes how supportive, tight-knit and embracing it is. “It is now home to me,” he says. “I feel welcome and safe here — not just within my own community but the city as a whole.”
Neighborhood: West Philadelphia A furniture salesman living in West Philadelphia, Govan Gonzalez came to the U.S. mainland in 2000 after moving from Puerto Rico with his family. In Philadelphia, he’s found a robust Puerto Rican community. North Philly, where he lived previously, “felt like home … just more concrete.”
Neighborhood: North Philly Juana came to Philadelphia from the Dominican Republic searching for new opportunities and found herself part of a proud Latino community working together to achieve its goals. A customer success specialist at Delivery Guys App, Juana feels at home in Philly and works with people from all corners of the city. “I can feel the Brotherly Love and appreciate all the history when I walk around,” she says. “It’s the best place to be in the U.S.”
Neighborhood: Mayfair Born in Ponce, Puerto Rico, Angel and his parents moved to Philadelphia when he was just one year old. He now works for a global transportation company and loves to travel the world in his free time. He says that Philly is rich in culture, community and — most importantly — delicious and savory Puerto Rican food. He sees Philly as a big melting pot of communities, saying, “I have gotten the opportunity to be in the mix, to learn from everyone and feel comfortable around everyone.”
Neighborhood: Kensington Luis and his family moved to Philly from New York City in 2006, looking for more opportunities — and they found them. “The level of opportunity feels like something new is available every day,” he says. Today, the Kensington local works as a photographer and content creator, and loves that, no matter what, the Latino community sticks together.
Neighborhood: Olde Kensington LuzSelenia is a real estate associate, a professional photographer and the president of the National Conference of Puerto Rican Women. As someone who is both Puerto Rican and Jewish, LuzSelenia says that what makes her community special is its wide range of cultures, neighborhoods, festivals and opportunities for advancement. She loves Philly’s vibrancy and diversity, as well as having “the ability to find people who are like you, which can be difficult in a big city.”
Neighborhood: Bucks County As one of the owners of Izlas Latin Cuisine and the manager of business partnerships at the education non-profit Philadelphia Academies, Inc., Rene is a Kensington neighborhood native who loves Philly’s bar, restaurant and coffee scenes. But most of all, he loves the city’s lively Puerto Rican culture and rich history. “We’re a tough people who have overcome a lot,” he says. “We have been forged in fire.”
Neighborhood: South Philly Alisha Miranda was born in Puerto Rico, moved to upstate New York early in her life and landed in Philadelphia in 2015. This journalist, digital producer and host of the uber-popular Latinx Industry Night loves the “real sense of community” she’s found in Philadelphia and says she’s “proud and grateful for how this city has embraced my culture.”
Neighborhood: Northeast Philadelphia A mother and social media content producer, Laiza enjoys Philly’s Latin expression via its “vibrant art, heavenly food, spirit-moving music and unshakable tradition.” Both Dominican and Puerto Rican, she also experiences how the city’s Latino communities represent their culture first-hand every day. “This city is a melting pot of culture, grit, resilience and history, which is in line with who Latinos are and what they represent.”
Neighborhood: Northeast Philadelphia New York City-born but raised in Philadelphia, Jennifer Mota is a multidisciplinary creative, working in music journalism, visual production and fashion design. As a Dominican American, she’s part of a tight-knit community in Philadelphia that revolves heavily around celebrations of music, from parties to festivals. “The creative scene here made me,” she says. “I am where I am because of how this community has embraced me.”
Neighborhood: Port Richmond Living in Port Richmond after moving to Philadelphia from Lancaster, Hector Nuñez is a content creator for Wooder Ice. He digs Philly’s small-town feel, compared to other big cities, especially in the Puerto Rican and Dominican communities. “It’s really awesome to see [those communities] come together for different events and festivals in Philly,” he says.
Neighborhood: Northeast Philadelphia Originally from the Andes Mountains in Venezuela, Ana Omana came to Philadelphia in 2006 to study at Temple University and stayed after meeting her husband here. Now a program coordinator at Congreso de Latinos Unidos, Ana appreciates the Venezuelan community’s resilience and “hunger for happiness and good times.” She says she has always felt welcomed in Philadelphia because of the people. “Each community, while different, [is] very welcoming.”
Neighborhood: Lawndale A Latina of Dominican descent, Sofia teaches middle school education in Philly’s Kensington neighborhood. To her, the city’s diverse population and the shared dreams of the Latino community really stand out. “That common ground, understanding and want for a better future makes my community special — especially as I continue to work with my students and help them achieve their goals,” she says.
Neighborhood: South Philly Originally from Lima, Peru, Juan immigrated to the U.S. with his family as a child. He found a career in the culinary arts and moved through the ranks working with the People’s Kitchen collaborative and star chefs like Cristina Martinez. Today, he’s the owner of Brazas BBQ Chicken on South Street. “I’ve felt the Brotherly Love ever since I came here — not just in the Latino community, but in the South Street Headhouse District as well,” he says. To encourage people to shop local and support Philly’s Latino entrepreneurs, Juan gives other Latino immigrants space in his restaurant and shop to sell their products.
Neighborhood: South Philly Shawnick is a full-time artist and teacher who originally came to Philadelphia seeking new job opportunities. And she’s proud to be part of the city’s big Puerto Rican community. “The culture is rich and authentic,” she says. “We love our flag — seeing it everywhere — and our food as well. We turn the Puerto Rican flag into capes, jewelry, clothes and even hub caps!” A huge Eagles fan, Shawnick also loves how the city’s sports culture transcends wealth and race to bring people together.
Neighborhood: Montgomery County Leity and her husband own the cultural non-profit Acción Colombia, and what makes Philly special for her is the city’s strong, diverse, hardworking and ever-growing Latino and Colombian communities. “We’ve been welcomed since the beginning,” she says. “I love the attitude, the arts, the culture. Philadelphia brings all this together.”
Neighborhood: Hunting Park/Juniata Born and raised in Philadelphia, Alfredo Toro works as a content creator and banquet manager. He says that Philly’s proud Puerto Rican community gives people a sense of their roots and that the food scene here offers “a taste from the island.” He sees past Philly’s perceived gritty exterior and is grateful for the soft spot that people here have for one another and how they’re always looking out for each other. “That’s the best part about living in the city.”
Neighborhood: North Philly Born in Mexico, Cesar Viveros came to the United States in 1995 looking for new opportunities. The visual artist is proud of his Indigenous roots and sees Philly’s many cultural celebrations as a sign of acceptance. He says, “When I see Mexican Independence Day celebrated at Penn’s Landing, when I see festivities celebrating the Day of the Dead or when I eat at restaurants on Washington Avenue, it makes us feel accepted and that we have a voice.”
Neighborhood: South Philadelphia Born in Billings, Montana before moving to Philadelphia with her family, Jennifer Zavala is a celebrated chef at Juana Tamale. As a Mexican American living in Philadelphia, she sees the city as a place that is vast, ever-growing and incredibly welcoming. “The thing that makes me feel most accepted is the ability to be myself,” she says. “Philly is accepting.”
The only way to fully experience Philly? Stay over.
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