During this time of year, street vendors line their stands with marigolds. The flowers will adorn multi-tier ofrendas—altars full of food, calaveras (or sugar skulls), and pictures of dead loved ones. Dia de los Muertos, or Day of the Dead, is a Mexican tradition rooted in Mesoamerican culture and Indigenous beliefs that honors the day when the souls of the deceased return to their families to celebrate. According to the Smithsonian Latino Center, the tradition dates back more than 3,000 years to rituals honoring the dead in pre-Columbian Mesoamerica. The holiday serves as a time to uplift their spirit and their memory.

Mexican culture is on full display as people take to social media to share their ofrendas dedicated to grandparents, pets, and even celebrities who have passed away. A TikTok video by a Houston teacher showing mini ofrendas her students created this year has gained over 1.1 million views.

While Dia de los Muertos is distinctly Mexican in origin, similar traditions of honoring the dead exist in other cultures. In the Philippines, families observe Araw ng mga Patay (Day of the Dead) or Undas on November 1 and 2, coinciding with All Saints’ Day and All Souls’ Day. Filipino families gather at cemeteries to clean and decorate graves, light candles, and share meals with their departed loved ones – practices that echo the spirit of connection and remembrance found in Mexican celebrations.

As the holiday grows more mainstream, cultural appropriation has become a focal point of debate. The central question begs: Can white people celebrate Dia de los Muertos?

On Oct. 21, Twitch streamer Ellie K, who has shared details of her pregnancy loss on social media, posted a video of herself crying, with text overlay reading: “I’ve seen so many people showing their Ofrendas ‚and I want to do one for my babies, but I don’t know if it’s even okay or how.”

The TikToker, who is from Norway, explained her connection to the tradition. “We don’t have the same way of reconnecting with passed ancestors, but rather remember them on All Hallows Eve,” she said. “I think a lot of people who have lost a child can resonate with the fact that remembering them does not feel like enough. We do that every day.”

Her journey began with an unexpected source: Disney’s “Coco.” “The reason I was intrigued by ofrendas is as simple as watching the Disney movie for the first time, and it made me feel a longing, like that was something I was missing,” she said. “I’ve since then been taught that ‘Coco’ isn’t necessarily a fully accurate representation of what Dia de los Muertos is; however, it really gave me peace.”

Despite her initial hesitation, she decided to seek guidance online. “I was frustrated, sad and scared, but I was met with love from so many people,” she said. “I have learned so much, and I also see others who wonder the same have found peace in being given your blessing.”

Not all responses were supportive. “Some people have been skeptical and have said to ‘do my research and find something in my own culture,’” she said. “But I still haven’t found anything that resonates more than the ofrenda.”

The comment section garnered mostly supportive responses:

“Our culture is so rich and so beautiful that we literally share it with everyone, and there’s no reason why you shouldn’t be able to celebrate it,” @deadnova_ said in a video stitch offering tips on what the grieving mother should include.

TikToker @darbyann7′s video thanking the Latino community for sharing their culture has garnered 1 million views. On Oct. 27, she posted a follow up video, recorded as she set up an ofrenda, placing snacks for her dog and jewelry belonging to her deceased grandmother.

While Mexican Americans have flooded the app with encouragement and support for white people looking to partake in the holiday, not all responses have been positive.

“Historically, you ‘mayosapiens’ always steal the parts of our cultures that you can benefit from, whether that be monetarily, emotionally or whatever. Why can’t you just practice your own culture to honor your deceased loved ones? Why do you gotta steal ours?,” @the.harm.in.harmony said in a video posted Oct. 28.

The holiday has grown in popularity since Disney’s “Coco,” which depicts Dia de Los Muertos in a story following a young boy through his journey through the Land of the Dead, was released in 2017. According to Deadline, the movie made $800.5M at the box office worldwide, bringing awareness of the holiday to a broader American audience.

“It started becoming popular about 15 years ago or so, but it was kicked into high gear by the immense popularity of Coco, in particular, which broke box office records across the globe,” said Andrew Chesnut, PhD, professor of religious studies at Virginia Commonwealth University and author of Devoted to Death: Santa Muerte, The Skeleton Saint told Refinery29 in 2019.

This isn’t a new conversation. As Dia de los Muertos imagery like sugar skulls and La Catrina have become more prominent, non-Latino people participating have faced criticism. In 2016, actresses Hillary Duff and Ashley Tisdale were accused of cultural appropriation for wearing Dia de los Muertos-inspired sugar skull makeup for Halloween.

Is there a defining line between appropriation and appreciation?

Crystal Dorado, owner of Verde holistic wellness studio in Chicago, says she has invited white clients in mourning to partake in Dia de los Muertos, including one whose young daughter lost a classmate to leukemia.

“I told her where to get everything and teach her how to mourn her friend. Give her this,” said Dorado.

As the holiday continues to resonate across cultural boundaries, Mexican Americans largely welcome those who approach the tradition with genuine respect and a desire to learn. The key lies not in whether someone can participate, but in how they do so.

However, she says there is a line between appropriation and appreciation.

“What people have to learn is that if you’re going to love the culture, you have to love its people, and if you want to share the celebrations and the experience, you have to support its people,” Dorado said.

Like conversations about Black women’s hairstyles and non-Indigenous individuals smudging with white sage, the difficult aspect of these debates is that there typically is no clear and definite line marking when participation goes too far.

“Cultural appropriation is not a black and white issue,” said Neal Lester, Arizona State University English professor and founding director of Project Humanities told the State Press in 2017. “We cannot use a checklist to determine whether something is cultural appropriation or not. One must decide for themselves if what they are doing is appropriate.”

Financial gain is often tied to the conversation. In 2019, Kim Kardahsian came under fire for attempting to trademark Kimono, the original name for her shapewear line, which was ultimately changed to Skims after the backlash. Japanese social media users found the name and trademark disrespectful of the traditional Japanese garment, filing a petition against it. Similarly, Disney attempted to trademark “Dia de los Muertos” in 2013, years before the film we now know as Coco, was released.

“Our spiritual traditions are for everyone, not for companies like Walt Disney to trademark and exploit,” wrote Grace Sesma, who in a Change.org. “I am deeply offended and dismayed that a family-oriented company like Walt Disney would seek to own the rights to something that is the rightful heritage of the people of Mexico.”

As grief is universal, Dorado says those who intend to respect traditions and the people who are sharing them are welcome to learn from Mexican traditions about honoring the dead.

“I think it’s a gift that we have to give the world on how to mourn,” said Dorado. “I know there’s a lot of upheaval about it but I think if you respect the culture, you love the people, then why not share it with the world?”