THE LATINO TOUCH
Energizing the West End

by Lucas Pilleri
(click images to enlarge)

Vancouver’s West End is becoming a vibrant hub for a growing Latin American community, reflecting a broader trend across Canada.

A Latin American COMMUNITY event at BARCLAY MANOR on May 2, 2023.
*(Lili Carval PHOTO)*

According to the 2021 census by Statistics Canada, Latin Americans are the sixth-largest visible minority group in the country. Between 2016 and 2021, the Latin American population in Canada grew by 22 per cent, compared to an overall population growth of 5.2 per cent.

Lili Vieira de Carvalho, the executive director of the Vancouver Latin American Cultural Centre (VLACC), has witnessed a demographic shift in the city.

"Latin Americans in Canada are a fast-growing population, including a rapidly growing demographic in Vancouver and the Lower Mainland," Carvalho said. Countries most represented are Mexico, Brazil, Chile, and Colombia. Argentina and Guatemala now even have their own consulate in Vancouver. “It shows there’s a need,” Carvalho added.

The VLACC director, who immigrated from Brazil 17 years ago, notes that the Latin American community is diverse and highly qualified, with many working in IT, technology, graphic design, and film (the Vancouver Film School even has an office in Sao Paulo). Carvalho wants people to keep this in mind, as stereotypes need to be challenged: "We’re a lot more than soccer and samba!… We have very advanced technology and vibrant cultural contributions," she said.

“Remembering the Future”, AN October 2023 concert commemorating 50 years of the Chilean military coup *(Space Hog Graphics PHOTO)*

A NEW LIFE

Many Latinos coming to Vancouver are fleeing from violence and political turmoil in their home countries. Gustavo Ramirez, a Chilean, moved with his wife and two kids from Santiago in 2017 for a more peaceful life and better economic opportunities. He and his wife are both lawyers, and she landed a job in a multinational company that was interested in her bilingualism.

Overall, Ramirez describes his experience as overwhelmingly positive in Vancouver. "We’re so happy here. It’s a safe place and the quality of life is great," he said. However, integration can sometimes be challenging due to cultural differences. "The Canadian culture is more reserved. In South America, people are generally more friendly and warm," he observed.

Despite these challenges, the Chilean feels lucky to have befriended both locals and other immigrants from all over the world.

THE LATIN PULSE

The entrepreneurial spirit is strong among Latin American immigrants, as demonstrated by Sonia Zebadua, the owner of the Mi Tierra Latina grocery stores on Davie and Robson Streets.

Originally from Mexico, Zebadua has expanded her business rapidly, now with seven locations across the Lower Mainland, with another opening soon. She also co-owns the well-loved Cardero Café.

"We Latinos are very family-oriented, and one of the things we miss the most is the food," Zebadua says.

Her stores cater to this nostalgia, offering a variety of products from Latin America, including from Mexico, Colombia, Peru, Brazil, and Argentina. Most countries of the continent are represented on her shelves.

For Zebadua, the influx of Latin American immigrants has been driven by economic and political crises in their home countries. "More people are coming, especially entrepreneurs ready to start working and building businesses here," she explained.

With raging inflation and political instability all over the region, Zebadua can count on easily finding new partners for her growing business. As a result, Latino flavours are destined to conquer more plates in the city. “We’re trying to make Latin American food more well-known here… Having all of those flavours that our grandmas used to make, it helps improve happiness a little bit in our community,” the entrepreneur said.

CULTURAL EVENTS

October has been Latin Heritage Month in Canada since 2018. But the community organizes more than 250 events to celebrate and connect with their heritage year-round!

The VLACC is closer than ever to securing a dedicated space for the Latino community —likely in East Van — to honour the history of Chilean immigration following the military coup in 1973.

In September (date to be announced), the front door of Barclay Manor will vibrate to the rhythm of Latino music with a Latin American Family Day organized by the VLACC in collaboration with the West End Seniors Network. Expect performers, food trucks, and more.

(Editor’s Note: Information about the number of community events and plans for the event at Barclay Manor have been updated)