Cheetos to Leave Its Mark at Billboard Latin Music Week: Flavors of the Future, Reggaeton Beats & More

Cheetos is planning to leave its mark for the third year in a row in honor of its Deja Tu Huella campaign at Billboard Latin Music Week and we have all the details on the Miami takeover.

In line with the program, which launched back in 2020, Cheetos is on a mission to inspire and uplift the Latino community, spotlighting folks who are leaving their mark on their communities and paving the way for future generations. For this year’s iteration, our week-long takeover in the 305 is going to bring Cheetos’ partnership to a whole new level by honoring the present and future through the vein of music, education and more. 

For the 35th anniversary of Billboard Latin Music Week, fans will be able to attend the Next-Gen Reggaeton: An Evening Curated by J Balvin presented by Cheetos. The event will feature Dei V, Omar Courtz and Saiko at Wynwood Marketplace. This celebration, which will kick off at 8pm, is open to the public and offers attendees entry into the House of Huella activation, a one-of-a-kind experience that fuses together the impact of the present and what’s to come in the future as people continue to leave their mark. The activation will include the disco-ball filled Paint the Room Orange activity area, the futuristic Cheetosverse with a portrait wall honoring the Deja tu Huella ambassadors and Chester himself, Cheetos for snacking and lots more. The House of Huella is inspired by those who leave their mark now for the betterment of future generations. Entry is available to Billboard Latin Music Week passholders. This event has a limited capacity and Latin Music Week attendees will be admitted on a first come, first served basis. Please arrive early and show your Latin Music Week attendee badge for entry at the door.

And that’s not the only place you’ll see Courtz and Saiko, they will also partake in daytime panel programming a day earlier on Tuesday, October 15, between 11:30 – 12:00 pm at The Fillmore Main Stage. They’ll be joined by rising Mexican designer Kiko Baez and celebrity yoga coach Yudy Arias for a conversation dubbed Deja Tu Huella: Inspire Who’s Next moderated by Billboard’s Isabela Raygoza, Associate Editor of Español.

During the week, Cheetos will also unveil their newest Deja tu Huella Ambassador, who will hit the road with the brand this month for a three-stop community college tour in support of its Uplift Scholarship program. The tour stops will touch down in Miami, Dallas and Los Angeles, and feature opportunities like Culinary Creator competitions and workshops, mentorship sessions, where students will be encouraged to leave their mark and invest in their dreams.