For Miguel Lopez-Ixta, head of brand and growth at creative agency Need Pastel, which previously collaborated with the musician on merch designs for Bad Bunny’s past tours, the musician’s residency underscores the significance of Latin-American buying power.
According to the 2025 U.S. Latino GDP Report, the total economic output of Latinos in the U.S. reached a record $4.1 trillion in 2023, up from $3.7 trillion in 2022.
“At the end of the day, the whole residency was for Puerto Rico,” he said. “There’s a ton of local businesses, and that was the goal: to make sure they benefit. So if you’re a brand, you have to think about that too.”
He continued: “It doesn’t matter how big a brand you are, you have the opportunity to show up authentically and not just talk to this [community], but build with [them]. If you look at the brands that did, they worked to make sure that they were paying homage to Puerto Rico, one way or another.”
Boricua fan experiences
While No Me Quiero Ir de Aquí is a moment in and of itself, additional fan experiences have surrounded the main attraction, courtesy of brand sponsors like Vibee, Ritz, and Method.
Vibee partnered with Bad Bunny’s label, Rimas Entertainment, and local creative agency, Upside Down, for Seguimo’ Aquí: The Experience by Vibee, its “largest single-location hotel partnership to date,” president Harvey Cohen told ADWEEK.
The immersive, multi-sensory experience resembles a traditional Puerto Rican home and garden, with additional touchpoints such as: a cave installation inspired by the local legend of El Pozo de Jacinto, a bar modeled after the central plaza found in many Puerto Rican towns, and VIP gifting kits.
“The Latin community represents one of the most passionate and engaged fan bases in the world,” Vibee’s president, Harvey Cohen, told ADWEEK. “For Vibee, it’s important to honor that cultural richness by creating experiences that feel localized and celebratory.”
