Christmastime has ended for most. But for some in the Latino community, the festivities continue.
Latino residents across Southern California and beyond are preparing to celebrate Three Kings Day — or Día de Los Reyes — on Monday, Jan. 6.
Also known as the Epiphany, the day is traditionally observed in the Latino community by giving gifts to children to commemorate the end of the Three Wise Men’s journey to visit Jesus Christ after his birth on Christmas.
“It’s kind of like a second Christmas in many ways,” said Richard Rodríguez, a UC Riverside English professor specializing in Latino literary and cultural studies. “The kings’ arrival is kind of like a Santa Claus, but more grounded in Christian or Catholic religiosity — like that Santa Claus figure, but not synonymous with it.”
The trio is gaining in popularity in recent years in Latino-rich Southern California, as evidenced by events that now supplement the longstanding tradition of bakeries offering special sweet bread in the kings’ honor each Jan. 6.
This year, Disney California Adventure Park plans to celebrate the kings while smaller venues such as Riverside’s Castle Park amusement center and the Riverside Art Museum also will mark the holiday. Some stage meet-and-greets with the kings, just as malls do with Santa. Though the kings won’t be in its stores this year, La Curacao, a Los Angeles-based appliance, electronics and furniture store chain catering to the Latino community, has in the past featured photo opportunities with costumed wise men and gifts.
Many applaud the day’s movement to the mainstream, calling it an opportunity to share cultural traditions in a diverse region.
Rodríguez noted this new popularity, recalling how about a year ago while traveling to Mexico, he saw Rosca de Reyes — three kings bread — on sale at an airport Starbucks.
“I think Starbucks picking up on this is kind of recognizing the importance of not just the holiday, but also the circulation of Rosca de Reyes in that way shows it is being embraced on a much larger scale,” he said.
The day was celebrated as the 12th day of Christmas and became popular in Spain before moving to Latin America, Rodríguez said Tuesday, Dec. 31.
He compared the kings’ rising prominence in the U.S. to that of other Latin American or Mexican traditions such as the Day of the Dead.
Bakeries continue to play a big part in the day, offering Rosca de Reyes — ornate, round sweet bread decorated with candied fruits — with plastic baby Jesus figurines baked inside.
At Sonora Bakery, on Whittier Boulevard in Los Angeles, employees started preparing well before the holiday by offering the colorful sweet bread to customers.
“We’re basically going to start with roscas tomorrow and bake all day long,” Owner Denis Oratowski said Tuesday.
On Monday, the bakery at 4484 Whittier Blvd. will serve up freshly baked rosca — along with music from local radio DJs and a petting zoo where visitors can meet camels and the three kings.
The Rosca de Reyes is meant to be shared with family, friends and loved ones. Whoever receives the piece with baby Jesus figure is then responsible for throwing a party in February — Día de la Candelaria, or the Day of the Candelaria.
In Riverside, Castle Park, which has rides, an arcade and miniature golf, will host Three Kings Day celebrations Saturday, Jan. 4, and Sunday, Jan. 5. For the second time, the kings will star in evening processions and other festive activities.
“It’s a great way for people to learn about something they may not know about,” Castle Park Marketing Director Andrea Lewis said.
The celebrations will kick off around 5 p.m. with a procession starting at the Big Top restaurant. Guests will be invited to carry LED candles as they follow the three kings, Mary and Joseph to a nativity scene near the Sawmill Stage by the park’s log ride.
“It’s a fun way to learn about this tradition and be part of the celebration,” Lewis said.
Guests can also take photos with the kings, Mary, Joseph and Baby Jesus at the nativity scene. Festivities include all-day arts and crafts for kids that include coloring pages and crafting their own kings’ crowns.
The first 200 guests each night will receive a free slice of Rosca de Reyes.
The Riverside Art Museum’s annual Three Kings’ Day celebration, organized by Cultura Con Llantas, is set for Sunday, Jan. 5, from 1 p.m. to 4 p.m. The free event will feature live music, ballet folklórico performances, and traditional Mexican food like tamales, pan dulce, hot chocolate and slices of Rosca de Reyes.
“This holiday is immensely significant for Chicanos and Latinos,” Jorge Hernández, cultural organizer and founder of Cultura Con Llantas — which means Culture on Wheels — said Monday, Dec. 30. “It commemorates both faith and culture while reflecting upon hospitality and generosity.”
“I believe it’s important to share our culture with past generations and future generations,” Hernández said.
Three Kings Day is a cherished holiday in many Latin American and Spanish-speaking cultures, and Hernández believes it’s crucial to keep such traditions alive.
“It gives us a better understanding of different people and their traditions,” Hernández said.
Last year, more than 600 joined the museum’s celebration, Hernández said.
The museum hosts the event to “make sure that we’re serving our diverse community, the majority-population Latino community,” museum Executive Director Drew Oberjuerge said Monday.
“One of the things that I really love about the event is the vibe of people coming together,” Oberjuerge said. “Friends, family, people who know each other, and people who don’t know each other all come together to celebrate.”
At the event, leaders in the Latino and Chicano community volunteer to dress up as the three kings.
“We want to celebrate the culture and traditions, and for those who didn’t grow up with them, it’s a chance to learn,” she said, using herself as an example.
“For me, I didn’t grow up celebrating Three Kings, but now I get a chance to learn about it, and I can have my daughter learn about it too,” Oberjuerge added.
In Anaheim, Disneyland California Adventure Park’s annual Three Kings Day event will close the holiday season Monday. Visitors to the park’s Paradise Gardens area will find art displays, activities, cultural music performances and food.
Also in Anaheim, a second annual Day of the Three Kings event is set for Saturday, Jan. 4, at 2 p.m. Co-hosted by Anaheim City Councilmember Natalie Rubalcava and resident Madisson Romero Alarcón, the celebration will include folklorico performances, a toy giveaway, a community rosca and vintage car club displays.
“As a Mexican American, it’s important that we bring our culture to our community,” Rubalcava said. “We invite people from all walks of life. We really want everybody who lives in Anaheim to understand the value of the things that we celebrate.”
For Rubalcava, her favorite part about the celebration is getting people together.
“It just kind of takes me back to my childhood,” Rubalcava said. “We’d have champurrado, people playing music at home and just being together. It’s really about remembering the reason for the season. For me, it’s definitely just being with family and friends and celebrating, knowing there’s still hope.”
In recent years, the number of events in Orange County celebrating the day has declined.
Rubalcava said this could be because people don’t understand its importance to the Latino community. At the event, a brief explanation and history of the day will be read in English and Spanish so that all understand.
“For me, growing up in Anaheim and representing a district that is predominantly Latino, I think it’s important that we make sure our constituents and neighbors know that we care about all the things that you do,” Rubalcava said.
“It doesn’t matter where you’re from or what your background is, everyone is welcome to join the fun, share in the traditions and enjoy the rosca and champurrado that we have,” she added.
