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(NewsNation) — Mexican Americans and Hispanics all over South America are preparing for a religious feast day, paying homage to a figure that has become a visual icon of their culture in the world over: Our Lady of Guadalupe.
The feast day is celebrated on December 12 with processions, special Masses with mariachi music, and traditional dances. Devotions often include singing “Las Mañanitas” to the Virgin Mary, placing flowers at her image, and reenacting her apparition to St. Juan Diego.
Our Lady of Guadalupe is a title for the Virgin Mary who, in 1531, according to tradition, appeared to an indigenous man named Juan Diego on a hill outside of what is now Mexico City. She appeared as a pregnant indigenous woman and spoke to him in his native language, Nahuatl.
The Virgin instructed Juan Diego, a poor peasant, to ask the bishop from Spain to build a temple in her honor.
Bishop Juan de Zumárraga was initially skeptical and demanded a sign from the Virgin Mary, but his reaction changed dramatically to awe and faith when Juan Diego presented him with the miraculous image of Our Lady of Guadalupe imprinted on his tilma or cloak. The cloak is on display to this day in Mexico City.
The image on the tilma is rich with symbolism that was understood by the indigenous people, such as standing before the sun to show superiority over the sun god, and wearing a black belt indicating she was pregnant.
Pilgrims hold a picture of the Virgin of Guadalupe outside the Basilica of Guadalupe in Mexico City, Mexico, on February 19, 2025, as they take part in the 87th pilgrimage of the Archdiocese of Toluca, State of Mexico, to thank the Virgin of Guadalupe for ”the favors and miracles performed.” (Photo by Gerardo Vieyra/NurPhoto via Getty Images) 
An image of the Virgin of Guadalupe is present during the artisanal production of blown glass Christmas ornaments in the southern part of Mexico City, Mexico, on November 22, 2025. (Photo by Gerardo Vieyra/NurPhoto via Getty Images) 
MEXICO CITY, MEXICO – DECEMBER 28, 2022: The pilgrims make a souvenir photo in front of the statue of The Virgin Mary and a photo of Pope John Paul II in the grounds of The Shrine of Our Lady of Guadalupe in Mexico City which is one of the world’s most visited holy sites on December 28, 2022 in Mexico City, Mexico. (Photo by Kaveh Kazemi/Getty Images) 
A virgin of Guadalupe displayer in the aftermath of Hurricane Otis in Acapulco, Guerrero state, Mexico, on Thursday, Oct. 26, 2023. Hurricane Otis left a trail of destruction in Acapulco after tearing into the historic Mexican beach town with wind speeds of 165 miles (266 kilometers) per hour, smashing shops and wrecking apartment buildings and hotels. Photographer: Alejandro Cegarra/Bloomberg via Getty Images 
Pilgrims from different states of the Mexican Republic pose during their journey to the Basilica of Guadalupe in Mexico City, Mexico, on December 11, 2024, for the celebration of the Day of the Virgin of Guadalupe and to give thanks for the ”miracles and favors fulfilled.” (Photo by Gerardo Vieyra/NurPhoto via Getty Images) 
An image of the Virgin of Guadalupe is displayed in Santa Maria Tomatlan in the Iztapalapa municipality, Mexico City, on December 12, 2024, for the celebration of the Day of the Virgin of Guadalupe in Mexico. (Photo by Gerardo Vieyra/NurPhoto via Getty Images) 
An image of the Virgin of Guadalupe is outside the Basilica of Guadalupe in Mexico City, Mexico, on February 19, 2025, where dozens of pilgrims come for the 87th pilgrimage of the Archdiocese of Toluca, State of Mexico, to thank the Virgin of Guadalupe for ”the favors and miracles performed.” (Photo by Gerardo Vieyra/NurPhoto via Getty Images)
Today, Our Lady of Guadalupe is a powerful symbol of Mexican identity, uniting indigenous and Spanish cultures. She has been a banner in Mexican independence movements and is considered a protector. In 1999, Pope John Paul II declared Our Lady of Guadalupe the patroness of the Americas, recognising her significance to both North and South America.
She is revered throughout Mexico and the Americas, with millions of devotees visiting her shrine annually. Her image is omnipresent in daily life, from churches and homes to businesses and personal belongings.
Mexicans of all faiths have great devotion to “La Morenita,” as she is affectionately called. In fact, during her presidential campaign, President Claudia Sheinbaum, who is Jewish, wore a skirt with the image of Our Lady of Guadalupe.
All across America, Mexican Americans and other Hispanics mark the feast day of Our Lady of Guadalupe with Masses, processions and mariachi music.