By Ramón Portilla, HumanX Insights I n my childhood memo- ries, December always had a special sparkle. Mexico City was decked out in lights: the Alameda Central with its illuminated trees, Santa Clauses ready for photos, the aroma of freshly made buñuelos and hot ponche from the posa- das, the music of Christmas carols singing “los peces en el río...” accompanying the comings and goings of fami- lies. But for me, the real ma- gic was in a particular place: La Tienda, as we called my parents’ business, El Cordo- bán, on the legendary Calle 16 de Septiembre. Needless to say, Decem- ber was the most tiring yet joyful month in retail. I went every day to help; we were open seven days a week. What I enjoyed most was serving customers who came in very late, around 9:30 at night, when we were literally the only store open... because my mother said, “Te curtain doesn’t come down until there’s no one else left!” I confess that gift wrap- ping was one of my main skills, which I learned from my father. He taught me to do it with care, emphasizing that every gift from El Cor- dobán should always be re- membered. I also remember the ni- ghts at closing time, when I helped my dad with the cash count. We compared sales against the previous year, with a mixture of nerves “La Tienda”: A story of family, magic, and tradition My mom and my daughter, Paulina, at one of the display cases at La Tienda, or rather, El Cordobán. and excitement. Another of my favorite memories was December 24, when the sto- re closed: my parents would gather the employees and give them bonuses. It wasn’t just extra mo- ney: it was sincere gratitude for so many hours of work. From childhood, I learned that the driving force be- hind retail is the people who are with you day and night, and that without them, no- thing is possible. Tere was something else that set my parents’ unders- tanding of Christmas at La Tienda apart: we had to do something for someone else. Tat’s why there was a small box on the counter where donations were co- llected for an orphanage run by nuns. I eagerly awai- ted Christmas Eve, when we opened the box and coun- ted what we had collected. It wasn’t much, but it was enough to remind us that retail also has a communi- ty role to play. And yes, we always gave thanks to God. Life changed suddenly with the unexpected dea- th of my father. It was my mother who took charge of La Tienda. I admired her strength: with forti- tude and heart, she kept the business and the spirit surrounding it alive. When I was older, I would help her whenever I could, and I often took my daughter, Paulina, with me. Today, looking back, I un- derstand that La Tienda was not just a business. It was a school of life. It taught me that retail is family, it is gratitude, it is community. Tat each holiday season is not only measured in sales, but in shared memories, in preserved traditions, and in the magic we give to tho- se who walk through our doors. Tat’s why I believe His- panic retail has a unique responsibility at Christmas: to make every customer feel at home, to care for every employee as part of the family, and to keep our traditions alive with colors, aromas, and favors that connect us to our history. Because in the end, the true magic of Christmas is not in what we sell, but in how we make people feel. 68��NOVEMBER / DECEMBER 2025 ABASTO.COM La Alameda was one of my favorite places to visit with my sisters. FOOD INDUSTRY