Episodes

  • Why are Latinos obsessed with Vicks VapoRub?

    Why are Latinos obsessed with Vicks VapoRub?
    Jun 25 2026
    In this episode of In The Hyphen, Fernando Hurtado looks into why so many U.S. Latinos are obsessed with Vicks VapoRub. The ointment has turned into a protagonist of Latino memes, with people hailing it as a cure for everything from a cold to a broken leg. While it can't fix a broken leg, it's turned into a cultural phenomenon for many Latinos in Latin America and the United States. But why? Fernando spoke to a marketing expert, an advertising veteran, a neuroscientist — and his aunt — to find out. 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
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    23 mins
  • Is "Latinx" dying?

    Is "Latinx" dying?
    Jun 18 2026
    In this episode of In The Hyphen, Fernando Hurtado looks into whether Latinx, the inclusive term for Latinos in the U.S., is dying off. 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
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    18 mins
  • Why some Latino parents are adopting "gentle parenting"

    Why some Latino parents are adopting "gentle parenting"
    Jun 11 2026
    In this episode of In The Hyphen, Fernando Hurtado explains why some Latino parents are turning to gentle parenting after growing up with more aggressive forms of parenting. 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
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    23 mins
  • American companies that tried expanding to Latin America — and failed

    American companies that tried expanding to Latin America — and failed
    Jun 4 2026
    They're some of the biggest, most successful companies in the United States, but in certain Latin American countries they were total duds. In this episode of In The Hyphen, Fernando Hurtado explains why Walmart, The Home Depot and Taco Bell just didn't win over certain countries. 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
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    13 mins
  • Why the number of AAPI Latinos in the United States is growing

    Why the number of AAPI Latinos in the United States is growing
    May 28 2026
    Do you know any AAPI Latinos? Are you an AAPI Latino? From 2000 to 2022, the number of Asian American and Pacific Islander (AAPI) Latinos in the U.S. increased by 153%. That means it's growing at a faster rate than the overall Latino population. In this episode of In The Hyphen, Fernando Hurtado answers why that is. 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
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    20 mins
  • Inside the wild world of quinceañeras in 2026

    Inside the wild world of quinceañeras in 2026
    May 22 2026
    What goes into a quinceañera in 2026? How much are parents spending on these lavish coming-of-age parties? And why do some quinceañera businesses put on Met Gala-esque fashion shows? In this episode of In The Hyphen, Fernando Hurtado goes inside the quinceañera industry. 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
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    18 mins
  • How Michelle Obama helped Tajín conquer North America

    How Michelle Obama helped Tajín conquer North America
    May 14 2026
    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
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    21 mins
  • Inside the world of mariachi tailors

    Inside the world of mariachi tailors
    May 7 2026
    In this episode of In The Hyphen, Fernando Hurtado takes us inside the world of traje de charro tailors, seamstresses and designers. He also meets the woman behind singer-songwriter Lupita Infante's album cover outfits. 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
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    15 mins