How Michelle Obama helped Tajín conquer North America

Why are you seeing Tajín everywhere? In this episode of In The Hyphen, Fernando Hurtado explains the Mexican company's rise and the unlikely role Michelle Obama played in the chili powder's popularity. This video was originally published in 2025.

Want to understand U.S. Latino culture and trends better than anybody else? Sign up for the free In The Hyphen newsletter: https://inthehyphen.co/subscribe

Find Fernando Hurtado on: ⁠⁠⁠⁠

⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠⁠TikTok⁠⁠⁠⁠

⁠⁠⁠⁠YouTube⁠

Learn more about your ad choices. Visit megaphone.fm/adchoices