MiCultura: More Than a Shop, a Cultural Bridge for Riverside's Day of the Dead Celebrations

For the Becerra family at MiCultura - The Mexican Art & Gift Shop, Day of the Dead season means more than increased foot traffic through their Downtown storefront. It's an opportunity to guide families, both experienced and first-time celebrants, through one of Mexico's most beautiful traditions, transforming grief into celebration through education, authentic supplies, and heartfelt conversation.

"Many come in searching for ofrenda items like candles, papel picado, calaveras, copal, and framed art, and we take the time to explain the significance and importance behind each item," the mother-daughter ownership team told The Raincross Gazette. "For us, it's not just about selling products, it's about keeping this tradition alive through education and conversation," they explained in an interview with The Raincross Gazette.

Traditional calaveras (decorative skulls) are among the authentic Day of the Dead items available at MiCultura. (Justin Pardee)

The shop takes time to educate customers about the significance behind each ofrenda element during the busy season leading up to November 1-2.

Colorful alebrijes and traditional Mexican folk art fill the shelves at MiCultura. (Justin Pardee)

"We love helping our customers create or add to their ofrendas. Some are building their first altar ever, and we walk them through the process, from the importance of salt and marigolds to understanding how this beautiful Mexican tradition is our way to honor and celebrate our loved ones who have passed," the shop owners share. "Many customers even share photos of their finished ofrendas with us, which feels so rewarding."

The shop features ceilings decorated with papel picado and items arranged in ofrenda-style displays. A mural wall depicts a catrina with monarch butterflies spreading their wings through the shop.

The catrina mural with monarch butterflies at MiCultura creates an eye-catching focal point for the Downtown shop. (Justin Pardee)

From misunderstanding to mainstream embrace

The shop owners have witnessed significant evolution in how Riverside approaches Day of the Dead. "We've seen so much growth! Riverside has always embraced Día de los Muertos beautifully, but in the past, some people misunderstood it or associated it with something dark," they told The Gazette. "Over the years, through education and community events, more people have learned that this tradition is not dark or evil, it's about love, remembrance, and celebrating the life of those who have passed."

More than commerce: Creating sacred space

The shop owners emphasize that their role extends beyond commerce. When customers share photos of completed ofrendas, it demonstrates the meaningful connections being made. "It's not just about selling products, it's about keeping this tradition alive through education and conversation," they explain.

As Riverside prepares for its annual Day of the Dead celebration, organized by Cosme Cordova and promoted through @riversidedayofthedead, MiCultura continues its mission of education and cultural preservation through its carefully curated selection of authentic Mexican items.

MiCultura offers authentic Mexican merchandise including handcrafted items and Riverside-themed tote bags that celebrate local pride alongside cultural heritage. (Justin Pardee)

Through their commitment to education and cultural preservation, the Becerra family has created a space where Riverside residents can connect with Mexican traditions, whether building their first ofrenda or adding to a family practice passed down through generations.

MiCultura is located at 3737 6th Street in Downtown. (Justin Pardee)

More information: MiCultura is located at 3737 6th Street in Downtown. The shop is closed Mondays and Tuesdays and opens from 10:00 a.m. to 6:00 p.m. Wednesday through Friday, 10:00 a.m. to 8:00 p.m. Saturdays, and 10:00 a.m. to 4:00 p.m. Sundays. Follow them on Instagram at @miculturariverside or call (951) 233-1960.