VANCOUVER Ramon Pelayo, the owner of La Familia Mexican Barber in Vancouver, Canada, moved from Mexico approximately eight years ago, unknowingly settling near a World Cup venue. His barber shop, which opened in 2022 close to BC Place Stadium, reflects the vibrant Latin American culture with its brass and red-upholstered chairs and decor featuring Latin American memorabilia. Pelayo's clientele includes various members of the Vancouver Whitecaps, demonstrating the shop's appeal within the local soccer community.
According to Statistics Canada, the Latin American population in Canada has significantly increased from about 177,000 in 1996 to over 580,000 by 2021. The growth is predominantly fueled by immigrants from Colombia, Mexico, El Salvador, Peru, Chile, and Brazil. Pelayo emphasized the rising number of Spanish speakers and a growing soccer fandom in Vancouver, stating, "you can hear in the streets" the increase in the community. He believes that the soccer community will continue to expand in Canada as Latin Americans instill their passion for the sport in their children.
Pelayo, who has two Canadian-born children with Mexican heritage, noted the parallel growth of the Latin community to that of other immigrant groups, such as the Chinese and Indians. He expressed optimism that the upcoming World Cup would benefit his business, attracting customers due to its proximity to the stadium and the influx of visitors from short-term rentals.
Another voice from the growing community is Fernanda Jardim, who arrived in Canada from Brazil in 2016. She described her friendships with other Brazilians in Vancouver as forming a familial bond and expressed feelings of safety and belonging in her new home. Reflecting on her experiences, Jardim remarked on the language barrier she initially faced, despite her decent English skills. She has taken time off work to enjoy the World Cup but prefers to watch games outside of the stadium due to ticket prices.
The community advocacy group, Latincouver, is also preparing for the World Cup by launching a “Latin Plaza Hub” at its office space in Gastown. Allan Nejume, the consul general of Chile in Vancouver, joined the launch event, stating, "football is part of our DNA, it’s part of our Latin American culture." This sentiment resonates with many in the Latin American community as they get ready to celebrate the World Cup alongside their heritage and their new environment.
Valeria Salinas, a marketing lead with Latincouver who moved from Mexico City four years ago, is enthusiastic about the World Cup taking place in both Canada and Mexico. She is particularly looking forward to the home game match between Mexico and South Korea on June 18, which coincidentally is the same day as Canada’s game against Qatar in Vancouver. Salinas anticipates differences in fan expression, noting that Mexican fans are often more animated and vocal compared to Canadian supporters.
Overall, the Latin American community in Vancouver is embracing the forthcoming World Cup, highlighting cultural pride, growth, and the unique blend of identities that shape their experiences in Canada. The tournament serves as a significant event, further strengthening relationships and community bonds among Latin American immigrants while celebrating soccer as an integral part of their lives.
