How to Celebrate Día de los Muertos as a Creator (Without Treating It as a Trend)

Día de los Muertos, or as it’s commonly known in English, Day of the Dead, is a traditional Mexican holiday that celebrates the lives of those who have passed away.

Taking place from late October to early November, this vibrant celebration allows families to guide the spirits of loved ones home by displaying photographs, candles, favorite foods, and marigold flowers in their homes or on the streets. 

Although some see it as Mexico’s version of Halloween, that misconception overlooks Día de los Muertos' true meaning: remembering the loved ones we’ve lost and the memories they’ve left behind. 

As a creator, you’ve likely seen artwork inspired by this holiday on clothing, accessories, or other products for sale around this time, whether it's colorful sugar skulls, an elegantly dressed skeleton known as Catrina, or brightly painted folk-art sculptures of mythical creatures.

While these designs may be visually appealing, they carry deep cultural significance that should be used with the utmost respect, so if you’re thinking of using them in any of your designs, it’s important to understand their meaning before you choose to do so.

In this guide, we'll explore the history and traditions behind Día de los Muertos, common mistakes to avoid, and how creators and brands can celebrate the holiday respectfully through their content and merch.

What Día de los Muertos Is: A Tradition Dating Back Roughly 3,000 Years

Día de los Muertos is a tradition that comes from Mexico's Indigenous communities, based on the belief that the spirits of deceased loved ones temporarily return to visit their families. 

The holiday's history dates back roughly 3,000 years to Indigenous traditions in Mesoamerica, long before Spanish colonization. Over time, these customs blended with Catholic holidays like All Saints' Day and All Souls' Day.

Though it’s mainly celebrated on November 1 and 2, many families start celebrating as early as October 27th, with each day honoring a specific group of souls. 

In 2003, UNESCO (the United Nations Educational, Scientific and Cultural Organization) officially recognized the Indigenous holiday, and in 2008, it was added to the organization's Intangible Cultural Heritage list to preserve its unique cultural expression. 

Why Día de los Muertos Isn't Mexican Halloween

Although Día de los Muertos takes place around the same time as Halloween, the two holidays have very different meanings.

Halloween, which derives from the Celtic festival of Samhain and was later blended with Christian and Roman traditions, has become a commercial holiday associated with scary costumes, haunted houses, spooky decorations, and candy. 

Día de los Muertos, by contrast, celebrates life by remembering and honoring those who have passed.

Rather than fearing death, families welcome the spirits of their loved ones back into the living world by sharing stories of the past, cooking their food, building altars in remembrance, and celebrating in the streets to keep their connection alive. 

Día de los Muertos Symbols and Their Meanings: Ofrendas, Marigolds, Calaveras, and La Catrina

Like most culturally significant holidays, Día de los Muertos features colorful decorations and traditions rich in symbolism and meaning. 

If you plan to use any symbols or deities related to the holiday, whether it's a marigold flower, painted skull, or decorative design, it’s important to know what it represents so you don’t misuse it in your content or products.

• Ofrenda: A temporary altar built on tables or structures to honor loved ones. They incorporate the four basic elements, each with its own meaning: earth (nourishment/food), wind (decorative paper), fire (candles to guide souls), and water (to quench the spirits' thirst), along with personal mementos of the deceased. 
• Tagetes erecta: Also known as Mexican marigold, it is the primary flower used during Día de los Muertos. The flowers’ vibrant yellow and orange colors and scent are believed to attract and guide the souls of the deceased from the spirit world back to the living. 
• Papel picado: Traditional Mexican folk art made by cutting intricate, decorative designs into brightly colored tissue paper, plastic, or foil sheets. The holes in the paper are believed to create a portal that lets visiting souls return to the living.
• Pan de muerto: A sweetened soft bread shaped like a bun, often decorated with bone-shaped phalanges. The bones represent the deceased, or rather bones coming out of a grave.
• Calaveras: Bright, colorful, playful skulls traditionally molded from cane sugar and decorated with icing, foil, beads, or feathers. The term also refers to humorous, satirical poems that imagine living people dying to poke fun at them. 
• La Catrina: An elegant, skeleton-faced female figure that has become the most iconic symbol of Día de los Muertos. It was originally created by Mexican artist José Guadalupe Posada to make fun of people trying to appear wealthy and European. 

Many families also visit cemeteries to clean and decorate graves, leave offerings, light candles, and spend time remembering their loved ones. Some even gather at gravesites overnight.

These traditions are deeply personal, so creators who want to photograph or film them should always ask for permission first.

Depict Día de los Muertos Respectfully in Content and Merch: What Disney's Coco Backlash Shows

As a creator, how you celebrate or depict Día de los Muertos is about more than using colorful artwork or traditional symbols in your content and merch. 

It's about understanding the holiday's cultural significance, recognizing the communities that celebrate it, and ensuring your work honors those traditions rather than using them simply to attract attention or drive sales.

For example, in 2013, Disney faced major backlash after trying to trademark the phrase "Día de los Muertos" for merchandise related to the Pixar film, Coco.

Many Mexican and Mexican American communities criticized the decision, arguing that a major corporation shouldn't be able to claim ownership of a holiday their families had celebrated for generations. Following the criticism, Disney withdrew its trademark application within a week.

But what Disney did next is an important part of the story.

Rather than ignoring the backlash, the company brought in Lalo Alcaraz, a Mexican American cartoonist who had publicly criticized the trademark attempt, to serve as a cultural consultant on the film.

Disney also worked with other cultural advisors to ensure the film represented Mexican traditions respectfully. 

When Coco was released in Mexico, it received widespread praise for its portrayal of Día de los Muertos, showing that taking the time to understand a culture and involve the people who celebrate it can lead to more authentic and meaningful storytelling.

For creators, this is a great example of why listening to the communities behind a cultural tradition matters. 

Whether you're designing merch, creating social media content, or collaborating with artists, taking the time to understand the history and meaning behind another culture's traditions can help you avoid mistakes and create something more authentic.

By involving people who understand and celebrate the culture firsthand, you can create content and products that not only connect with your audience but also properly recognize the communities that inspired them.

Cultural Appreciation vs. Cultural Appropriation: 3 Things Creators Should Consider

There's nothing wrong with wanting to learn about and celebrate another culture, especially when you appreciate its traditions, history, and artwork. 

However, there's a big difference between showing genuine appreciation for a culture and using its traditions or imagery simply to make money or attract attention. 

For creators, it's important to understand where that line is and make sure your content or products celebrate the culture respectfully rather than exploiting it for profit. 

Here are three important things creators should consider:

• Understand the meaning: Learn what the holiday and its symbols represent before featuring them in your content or merch. Your designs should celebrate the tradition rather than treating it as just another seasonal trend.
• Give proper credit: Acknowledge the Mexican communities and artists behind the traditions or artwork you're featuring. If you're collaborating with an artist, make sure their contributions are clearly recognized.
• Support the community: Look for opportunities to work with Mexican and Latino artists, designers, and small businesses. Pay collaborators fairly and make sure the people whose culture you're celebrating also benefit from your work.

You don't have to know everything about Día de los Muertos to appreciate it respectfully. Taking time to learn its history, listen to the people who celebrate it, and give credit where it's due can make a big difference.

For creators, the goal should be to celebrate the culture, not simply profit from its popularity.

Día de los Muertos Content Checklist: 5 Questions to Ask Before Posting or Selling

Before you sell any products with La Catrina designs or post videos related to Día de los Muertos, take a beat and ask whether your content is respectful of the holiday.

Here are some questions you should ask yourself to ensure you’re promoting and celebrating the holiday the right way:

• Is the holiday part of my culture? If you grew up celebrating Día de los Muertos, share your own experience or family traditions with your audience. Whether it's through stories of your family's history or showing how you honor your loved ones. If it’s not part of your culture, then consider collaborating with Mexican creators or artists who can share their experience or knowledge on your platform.
• Could my content come across as a costume? It’s okay to want to embrace other people’s cultures. However, if you’re posting content wearing sugar-skull makeup or dressed in traditional Mexican-folk attire, make sure you understand the cultural significance behind what you're wearing and present it in a way that honors the tradition rather than treating it as a Halloween costume.
• Am I using meaningful traditions as decorations? Make sure you are not using any symbols or elements merely as a prop in any photo backdrop or marketing content. For instance, an ofrenda is a personal altar to honor the deceased; using it in your content for any context other than its true purpose can diminish its meaning. 
• Who created the artwork, and who benefits from it? If you're selling Día de los Muertos-inspired products like apparel, hats, or stickers, consider working with Mexican or Latino artists. If you do choose to work with them, make sure they're properly credited and fairly paid for their designs.
• Am I celebrating the holiday or just trying to make sales? There's nothing wrong with creating products inspired by Día de los Muertos, but the focus should be on respecting the tradition rather than simply using its popularity to sell merch.

Taking a few minutes to think through these questions can help you avoid common mistakes and create content that feels thoughtful and respectful.

And if you're unsure about something, don't be afraid to ask questions, do a little research, or reach out to someone familiar with the tradition before publishing.

Share Your Family's Día de los Muertos Traditions in Your Content

If Día de los Muertos is part of your family's culture, sharing your personal traditions can be a great way to connect with your audience while teaching them more about the holiday.

Every family celebrates differently, and your own experiences can help viewers understand what makes the holiday so meaningful.

Here are a few ways to share your traditions through your content:

• Share personal stories: Talk about the loved ones you're honoring and what made them special. Share your favorite memories, funny stories, or family traditions that remind you of them.
• Show how you prepare: Take your audience behind the scenes as you build your family's ofrenda. Show how you choose photographs, arrange marigolds, and place meaningful items on the altar while explaining what each one represents.
• Share traditional family recipes: Create cooking videos featuring your family's favorite Día de los Muertos dishes, whether it's pan de muerto, mole, tamales, or another special recipe. You can also explain how your family's recipes differ from those in other regions of Mexico.
• Talk about how your traditions have changed: Share how your family celebrated Día de los Muertos growing up compared to today. This can be especially meaningful if you live outside Mexico or your family has combined different cultural traditions over the years.

You can also turn your family's traditions, regional artwork, or personal experiences into meaningful merch designs that celebrate your heritage.

The most important thing is to stay true to your own experiences. Your audience gets to learn about Día de los Muertos through someone who celebrates it firsthand, making your content more personal and meaningful.

How to Celebrate Día de los Muertos Through Collaborations: 4 Ways to Get Involved

Even if Día de los Muertos isn't part of your own cultural background, you can still celebrate the holiday respectfully while supporting the communities that keep its traditions alive.

One of the best ways to do this is to work with Mexican and Mexican American artists, creators, and small businesses with a personal connection to the holiday.

Here are a few ways to get involved:

• Collaborate with Mexican artists: Partner with a Mexican or Mexican American artist to create original Día de los Muertos-inspired artwork or merch. Let them help guide the creative direction, give them proper credit on your product pages and social media posts, and pay them fairly for their work. Make sure you both agree on payment and ownership of the designs before getting started.
• Feature creators from the community: Invite a Mexican or Mexican American creator onto your podcast, livestream, or YouTube channel to share their family's traditions and explain what the holiday means to them. Give them the opportunity to tell their own stories and compensate them for their time and expertise.
• Support cultural organizations: Consider donating a portion of your merch sales to a nonprofit or community organization that supports Mexican art, culture, or traditions. Be transparent with your audience about which organization you're supporting and how much of each sale will be donated.
• Promote artists and small businesses: You don't always need to create your own products to participate. Instead, use your platform to highlight Mexican artists, share their work, recommend their shops, or encourage your followers to support their businesses directly.

You don't have to do everything on this list to make a positive impact. Even a single collaboration or social media shoutout can help introduce your audience to talented artists while showing respect for the traditions behind Día de los Muertos.

Find Mexican and Latino Artists to Collaborate With: 3 Ways to Connect

If you’re looking to work with an artist on Día de los Muertos-inspired content or merch, there are a few ways you can connect with talented artists or designers who can help bring your ideas to life.

• Find a designer on Fourthwall: Explore Fourthwall’s designer network and look for artists who specialize in Mexican and Latino-inspired artwork. Browse through their portfolios and see whether their style matches your vision. 
• Attend local cultural events: Look for Día de los Muertos festivals, art exhibitions, and community celebrations hosted by Mexican and Latino cultural organizations. These events are great opportunities to meet artists in person, explore their work, and learn more about the traditions behind their designs.
• Ask artists how they'd like to be credited: Every artist has their own preferences when it comes to recognition. Some may want their full name and website linked on your product pages, while others prefer their business name or social media handle. Ask how they'd like their work presented and make sure to respect their wishes.

Working with artists who have a personal connection to Día de los Muertos can help you create more meaningful products while giving those artists an opportunity to share their work with a wider audience.

Remember to Celebrate Día de los Muertos Respectfully

Día de los Muertos is a meaningful holiday that brings families together to celebrate and remember loved ones who have passed away.

For creators, celebrating the holiday respectfully starts with understanding its history, learning its traditions, and supporting the communities that keep them alive.

If you're planning to create Día de los Muertos-inspired content or merch, consider working with Mexican or Latino artists who have a personal connection to the holiday. Give them proper credit, pay them fairly, and let their experiences help guide your creative ideas.

Ready to get started? Explore Fourthwall's designer network to connect with artists who can help you create meaningful designs that celebrate Día de los Muertos while honoring its cultural roots.