While she’s not the only celebrity to launch a tequila, model and internet celebrity Kendall Jenner is being flagged for cultural appropriation after announcing her brand of tequila.
Less than a day ago, one of the minors of the Kardashian-Jenner clan shared her tequila brand with her millions of followers and something that has bothered users is the name she uses.
The tequila It’s called 818 and it’s named after the San Fernando Valley area code, where Calabasas is located, where the Kardashians have properties and one of the most exclusive areas of California and the United States.
However the area code 818 also includes other areas, far from the reality of Kendall Jenner, which has annoyed users.
Therefore, in addition to cultural appropriation, Kendall Jenner’s tequila launch has been singled out for eliminating contributions from Latinos, both from the Mexican region where it is distilled (Jalisco), and from the liquors sold in San Fernando, the valley where the 818 zip code is.
The San Fernando area contains some of the poorest areas in Los Angeles, as well as areas with large populations of Mexican and Central American immigrants.
Why is Kendall Jenner’s 818 tequila singled out for gentrification and cultural appropriation?
According to different users who live in the 818 area code, this launch gentrifies and eliminates Mexican and Latino culture, since 818 does not represent Calabasas, but rather each and every Latino in the San Fernando Valley.
Among the complaints, users point out that Kendall should not be making a tequila, since it is not part of their culture and only does it as a business.
Another criticism is the name, because although Calabasas is within the 818 area, it is only a minimal part, which eliminates the Latino majority that inhabits the area and appropriates their identity to market a Mexican product.
However, there are also users on social networks who point out that, despite being Latino and living within the 818 code, they are not offended by the launch of tequila.
I am from the 818 area code and no we do not claim Calabasas.
Kendall’s tequila is the definition of gentrification on my peoples Mexican culture. No celebrity should be profiting from peoples cultures.
– Karina Jimenez-Martin (@ Kari_jim14) February 18, 2021
Kendall Jenner starting a tequila brand, with zero knowledge on Mexican culture and calling it “818 tequila” is GENTRIFICATION. The 818 does not claim Calabasas. What about those smaller, family owned Mexican tequila / mezcal brands? They deserve the hype & support.
– Jennie Molina (@jenjocelyn) February 17, 2021
wait why are non hispanics making tequila? & naming it after an area code they never lived in? hmm feeling confused ..
– desteezy ✰ (@destinyxcelest) February 17, 2021
I do want to try the 818 tequila, sorry
– titi (@CesyHm) February 18, 2021
I’ve been seeing a lot of people complain about the 818 tequila and let me just say y’all are some haters. I’m Mexican from the 818 and I have no issue with it. Haters will always find something wrong.
– Zuleima (@ zuleey95) February 18, 2021
Kendal jenners tequila wouldn’t have caused such and uproar if there was actually something special about her drink or actually had people of Mexican descent from the 818 area help her create the drink it self
– 𝒜𝓃𝒹𝓇𝑒𝒶 (@ azamora_517) February 18, 2021
also kendal naming her tequila 818 like she doesn’t live in the whitest and richest part of the valley…. 😭
– ً (@ fatdumbwh0re) February 18, 2021
Kendall Jenner is seriously selling a Mexican tequila and naming it 818 ??? Y’all, this family can’t stop taking from our cultures. UGH.
Please support small, family-owned Mexican tequila / mezcal businesses. Everyone already knows they have the best in the game.
– Lauren Alvarez (@champagnelali) February 17, 2021