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Lumping myriad cultures together under one common—yet incredibly varied—language is a great way to alienate multiple audiences at once.
As Hispanic Heritage Month begins, Expedia Group creative executive Hector Muelas found an apt metaphor for his industry’s dilemma: the passion fruit. You can call it maracuyá in parts of Mexico, but it’s more likely a granadilla in Ecuador, Costa Rica, Peru and elsewhere. A parchita in Venezuela may be a chinola in the Dominican Republic.
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