Overview
- Mexico City’s government staged its annual Mega Rosca on January 5 at the Ángel de la Independencia, distributing free portions to tens of thousands with cultural activities and services for families.
- Event scale varied by report, with official notices citing a 250‑meter rosca for about 24,000 servings and other accounts noting roughly 400 meters totaling 1,800 kilograms and close to 28,000 beneficiaries.
- Production and logistics involved dozens of panaderías and national suppliers, with sponsors providing milk beverages and thousands of toys, plus community vaccination points, and additional rosca distributions continuing in several alcaldías on January 6.
- Retail activity included Bodega Aurrera’s January 5 giveaway of free rosca slices from 4 to 6 p.m., while influencer Ximena Figueroa resold 1,000 Costco roscas, reporting an estimated profit of about 179,050 pesos that drew online criticism.
- Canaco forecast 4,145 million pesos in Día de Reyes spending in the capital, up 5.3% year over year, even as merchants at a traditional toy fair reported sales plunging by as much as 85% compared with prior years.