Bad Bunny used one of the world’s biggest stages to shine a spotlight on Latin American small businesses during his historic 2026 Super Bowl halftime show.
The Puerto Rican singer and rapper made history on Sunday (Feb. 8) as the first Spanish-speaking Latino artist to headline the Super Bowl halftime show.
While delivering a high-energy set, the 31-year-old also made a point of celebrating businesses rooted in the community, integrating them directly into the show.
While he was carrying out Tití Me PreguntoBad Bunny, born Benito Antonio Martínez Ocasio, walked past a row of vendor stands before stopping at Villas Tacos, a well-known Los Angeles taco restaurant.
He greeted founder Victor Villa, who was standing behind the taco cart during the live broadcast, according to Eyewitness News.
This moment quickly became a point of pride for the company, which shared its enthusiasm online.
“WHO SAW VILLA’S TACOS ON @badbunnypr 2026 SUPERBOWL HALF TIME?!?!” the restaurant wrote on Instagram, celebrating the unexpected global exposure.
Villa then reflected on how personal this moment was for him, revealing that Bad Bunny is a true fan of the restaurant.
“We sold our first taco in the front yard of my grandmother’s house in Highland Park over 8 years ago and I feel like every taco along the way has brought me here,” he wrote on Instagram.
“Today. For now! I wouldn’t have been able to sell that first taco if my parents hadn’t made the difficult decision to leave their country for a better life and immigrate to the United States.”
Bad Bunny also supported another long-standing community business during his performance. He was seen greeting Maria Antonia “Toñita” Cay, the owner of Toñita’s Caribbean Social Club, as she had a drink at his booth.
Glimpses shared on Toñita’s Instagram Stories showed the exchange, highlighting the venue’s role as a cultural hub that has served Puerto Rican food and community gatherings since the 1970s.
Cay then posed for a photo with Bad Bunny and Ricky Martin, who made a surprise appearance during the halftime show, performing the headliner’s song. LO QUE LE PASÓ IN HAWAii.
Attention was also focused on what the global star wore for this historic performance.
Instead of his usual high fashion designers, Bad Bunny opted for a custom look by Zara.
The cream-toned outfit included a collared shirt and tie, chinos and a sports jersey bearing the name “Ocasio” and the number 64, believed to be a tribute to his mother, Lysaurie Ocasio, born in 1964.
Although the show carries strong cultural symbolism, Bad Bunny did not make any explicit political statements during the show.
Despite this, President Donald Trump, who did not attend the Super Bowl, publicly criticized the shooting on his social media platform, calling it one of the worst halftime performances and deeming it unrepresentative of American values.
Trump also said he couldn’t understand the words.
In contrast, the former president’s supporters organized a separate event, the All-American Halftime Show, with Kid Rock headlining.
Even amid criticism, Bad Bunny’s halftime show stood out for its celebration of heritage, culture and community, using the Super Bowl spotlight not only for music, but also to elevate Latin American small businesses on the world stage.
