From Sidewalk to Super Bowl: The Rise of Victor Villa’s Tacos

Victor Villa’s culinary journey is rooted in family and community, and it recently blossomed into international fame. When Villa arrived at his restaurant, Villa’s Tacos, in Highland Park on a Monday afternoon, he was met with an electric atmosphere. A crowd of eager customers, some arriving as early as 7 a.m., lined the streets, eager for a taste of his renowned tacos. The buzz was partly fueled by Villa’s appearance in the Super Bowl halftime show with global superstar Bad Bunny.

A Vibrant Community Gathering

As soon as Victor stepped into the scene, he became the hype man for his adoring fans. He strutted down the long line, leading the crowd in a spirited call-and-response chant, “WHEN I SAY VILLA’S, YOU SAY TACOS.” The interaction set the tone for a day of celebration, reinforcing the warmth and love that his restaurant has become known for.

“This moment feels like an honor at the highest level,” Villa reflected, articulating the joy he felt being part of something that resonates with the Latin community. In recent years, negative perceptions surrounding immigrants have loomed large, but Villa and Bad Bunny’s collaboration sent a message of love and unity.

A Taste of Tradition

New and old fans alike gathered not just for Villa’s exuberant spirit but also for his culinary creations featuring fresh, handmade blue-corn tortillas, succulent grilled meats, pickled onions, and house-made salsas. With the infectious beats of Bad Bunny’s hit song “Tití Me Preguntó” playing inside the restaurant, guests indulged in their long-awaited tacos while watching repeat clips from the iconic halftime show.

Among the crowd, many sported Villa or Bad Bunny merchandise, adding to the festive spirit of the occasion. For Victor, this wasn’t just about tacos; it was about sharing a part of his culture and an authentic experience.

A Cultivated Opportunity

Villa’s involvement in the Super Bowl was serendipitous. He received a call in December from Bad Bunny’s team, yet he remains unsure how the artist discovered him. Perhaps it was his powerful online presence, boasting over 164,000 Instagram followers, amplified by the positivity in his viral videos. Whatever the case, he seized the opportunity to represent his family and Mexican heritage during such a prominent moment.

Reflecting on the significance of this opportunity, Villa remarked, “We have so much to share. If you’re cold, I’ll give you my sweater. If you’re hungry, I will feed you. I think sometimes we forget that we’re just all people.”

Behind the Scenes of the Halftime Show

The experience wasn’t without its challenges; Villa underwent three weeks of intense rehearsals split between Los Angeles and the Bay Area. The excitement was palpable as he and his family kept everything under wraps until the big day arrived. Following his performance, the internet erupted with memes featuring Villa, solidifying his newfound fame.

Victor launched his food venture as a sidewalk pop-up in 2018, navigating the bustling food scene with the help of his family, eventually establishing a storefront in Highland Park in 2023. His innovations have garnered attention, leading to his taco stall being featured in the L.A. Times’ 101 List of Best Restaurants, as well as recognition from the Michelin Guide.

A Personal Celebration

Coincidentally, the Super Bowl also marked a significant milestone—a celebration of the 60th birthday of Villa’s mother, Marilu Villa. As a family gathered to watch the game, their emotional reactions to seeing Victor on screen encapsulated a night of joy and pride. Marilu reflected, “All the family were just going crazy. Jumping up and down, crying—so many different emotions.” For her, Victor’s appearance mirrored the meaning behind Bad Bunny’s message, “The only thing more powerful than hate is love.”

Community and Inclusion

For Victor’s parents, the cultural implications of his Super Bowl participation resonate deeply, especially in light of the recent immigration concerns affecting many in their community. Villa Sr. empathized with the fears faced by many vendors, stating, “We came here to work, and we don’t ask for anything.” He hoped that Bad Bunny’s acknowledgment of vendors would send a powerful message: “We are not criminals.”

Local patrons like Sergio “Big Serge” Juarez shared sentiments about the broader significance of Villa’s success. Juarez noted the importance of shining a spotlight on Highland Park’s food culture, encouraging people to recognize that while Villa is a standout, there are many others in the community also creating great food.

A Family Affair

As the lines continued to stretch outside Villa’s Tacos, guests expressed a mixture of curiosity and eagerness to experience the food featured on an international stage. Some were first-time visitors, while others were long-time supporters who had been following Victor’s journey since his early days on the sidewalk.

In moments of joy, family, and food, Villa’s Tacos has become a sanctuary for those seeking not just a meal but an experience rooted in love, community, and cultural pride.

This week, as the world tunes into Victor’s story, they get more than just delicious tacos; they are treated to an authentic celebration of life, tradition, and togetherness.