| Keyword |
Description |
| Serrano |
Is a small, hot chili pepper that comes from the mountainous regions of Mexico, especially Puebla and Hidalgo |
| Campaign |
A planned set of actions or ads used to reach a goal, like promoting spicy salsa |
| Identity |
What makes a person or group special and different, including traditions like food |
In Mexico City, many taco shops have started making their salsas less spicy so tourists do not complain that their mouths burn. Some cooks remove strong chiles like serrano or use fewer habaneros, and others add a mild salsa so people feel “safe.” But for many Mexicans, salsa is not just a topping; it is a symbol of their culture and pride, and real salsa is supposed to make your eyes water and your nose run a little.
Because of this “de-spicing,” Uber Eats created a campaign called La que pica (“the spicy one”) to protect super-hot salsa in Mexico City. The company brought together about 60 taquerías and asked each one to choose its hottest house salsa. That salsa is served in a special bottle with the label La que pica, so customers know exactly which one will really burn. On the back of the bottle, a funny and serious message explains that this salsa is made to be crazy spicy and that people should be ready to sweat, curse, or even cry when they try it.
The campaign uses phrases like “unidos por el picante” (“united by the spice”) and says that in Mexico, spice is not extra; it is identity. Many local taco places, from simple street spots to famous restaurants, joined together to keep their salsas hot, even as more tourists arrive for events like the FIFA World Cup. The idea is that welcoming visitors should not mean making the food boring, and that the best way to say “welcome to Mexico” is still with a taco and a salsa that truly stings your tongue.
Bridging words
These words sound similar in English and Spanish: Why not practice them now?
| English |
Spanish |
| Symbol |
Símbolo |
| Campaign |
Campaña |
| Identity |
Identidad |
Time to discuss
- Should taco shops in Mexico make milder salsas for tourists?
- Is spicy food an important part of Mexican culture?
- Do you think apps like Uber Eats can help protect traditions?
Let's write
Answer the following questions in one paragraph:
- Write about a food that represents your family or culture.
- Do you like very spicy food? Explain why or why not.
