Almost white, but not quite

Whitexicans explained, US-Mex relations & salsa valentina

Author

Rocio Lucero
November 14, 2024

Hola amigxs! 🤗

Today’s newsletter dives into a term that’s gained traction lately: "Whitexican." We’ll explore how this label has become shorthand for Mexico’s ultra-privileged class, whose lifestyles seem worlds apart from everyday Mexicans. Social media parody accounts are taking note, with memes and satire that shed light on how privilege—and sometimes obliviousness—affect the social landscape.

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Let’s dive in.

TOP STORY 

Spoiled Mia from Rebelde

Bubble-Wrapped: Inside the World of Mexico's Whitexicans

The term "Whitexican" surfaced on social media in 2018 as an almost evolutionary extension of the older term "fresa." While "fresa" has long been used to describe preppy, privileged young Mexicans, "Whitexican" goes a step further, calling out the particular lifestyles and attitudes of Mexico’s upper class and their often oblivious disconnect from the daily struggles of the average Mexican.

Tell me more.

The concept of the Whitexican lifestyle isn’t new. In the early 2000s, a popular Mexican soap opera called Rebelde (an adaptation of an Argentinian show) offered viewers a look at a world inhabited by spoiled, hyper-privileged teens attending an elite private school. The show’s massive popularity made it a cultural reference for the way Mexico’s wealthiest young people live and play.

I encountered Whitexicans myself in 2011 when I studied abroad in Italy. My university was affiliated with an Italian school that also partnered with private institutions in Mexico. For the first time, I met rich Mexican kids who spoke fluent English, had extensive travel experiences, and received generous monthly allowances. Their lives were very different from mine. Thankfully, unlike the characters in Rebelde, my new friends weren’t snobby or elitist – they were friendly and kind. 

But they were entirely oblivious to the concept of financial limitation. I remember one friend, Eduardo, looking stunned when my American friends and I explained that we had saved up, taken loans, and worked to afford our study-abroad experience. This was the same 22-year-old whose parents sent him a $1,000 monthly allowance, who couldn’t imagine why anyone would need to work for spending money. It was a moment that starkly highlighted the bubble of privilege he—and others like him in the program—lived in.

Let’s unpack this.

The word "Whitexican" combines “white” and “Mexican,” spotlighting a reality deeply rooted in Mexican society since the Spanish colonial era: Mexico’s wealthiest and most influential citizens are, overwhelmingly, white. This fact has been accepted and unspoken for centuries, but in recent years, social media has started forcing it into public discourse.

Accounts like @whitexican on Instagram and Twitter use humor and satire to highlight the lifestyles, attitudes, and obliviousness of wealthy white Mexicans. Through sarcastic memes and posts, they portray Whitexicans as a group isolated by privilege and often indifferent to the challenges experienced by the rest of Mexico. 

According to one of the account’s anonymous administrators, the label Whitexican refers to “that privileged sector of society that is unaware of the reality of the country, lives in a bubble, and believes that all Mexicans have the same opportunities.” He created the account to shed light on the normalized racism and classism within his own social circle.

What does this mean?

In Mexico, social class and race are tightly interwoven, with colonial legacies having established a strong correlation between wealth and lighter skin. The higher you climb the socioeconomic ladder, the whiter people tend to be, while those with Indigenous or darker features often face economic barriers and limited access to opportunities.

This dynamic shapes much of Mexico’s visual culture. Mexican models, for example, are predominantly white, although most Mexicans are not. Mexican TV regularly casts white actors in leading roles, with Indigenous or darker-skinned actors relegated to minor or servant roles. Beauty ideals continue to favor lighter skin and fair features, and expressions like "mejorar la raza" (improve the race) through marriage underscore lingering biases that elevate whiteness.

The Whitexican label and the satire surrounding it reflect a broader societal reckoning with Mexico’s unspoken racial and class divides. It’s a way of spotlighting the privilege and inequality that often go unacknowledged yet shape the country in undeniable ways. While the label may or may not prompt deeper awareness, Whitexican culture is exposing some of Mexico’s most entrenched biases, bringing them to the surface for greater public reflection.

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CULTURE & HAPPENINGS
DID YOU KNOW?

That beloved Mexican salsa Valentina pays homage to Mexican history? Inspired by Valentina Ramírez Avitia, a brave woman who disguised herself as a man to fight in the Mexican Revolution, the salsa embodies her fearless spirit. Next time you use the sauce, you can pay tribute to the revolution and its remarkable women.

ODE TO MEX

This section showcases my love of Mexican art, films and music. I offer a handpicked recommendation to deepen your connection with this magical country and its people.

Discover the Whitexican mindset through the 2013 Mexican comedy Nosotros Los Nobles (We Are The Nobles). The film humorously follows three wealthy siblings forced to find jobs after their father realizes how entitled and disconnected they've become. Another fantastic portrayal is Cindy la Regia, which tracks the adventures of a Monterrey Whitexican who heads to Mexico City to experience life beyond her privileged bubble.

VIRAL VAULT

A special section of our newsletter for memes, reels and TikToks. Send your fave my way!

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See you in two weeks!