Why Latinos celebrate Día de Reyes Magos with the Rosca de Reyes

On Tuesday morning, many people celebrating Día de Reyes (Three Kings' Day) started buying the traditional rosca de reyes. At Northgate Gonzalez Market in Lynwood, clients started getting theirs before the store ran out. 

Bertha Camacho had two of them in her shopping cart. She said this is a tradition she can’t miss. 

“We have a double celebration, Día de Reyes and my cousin Reyes Monzon’s birthday,” she said. “It’s a nice family and friends gathering.”

Martha Paz, another customer, bought a small one. She recalled her childhood years when her father would take the rosca home.

“Now, I’m buying it for him; he’s 86 years old, so we enjoy our cafe with rosca de reyes,” she said. 

Paula Lopez, who recently moved from Central California, said she follows the tradition she was taught since she was a little girl. She said in her family, no one fears getting the baby Jesus doll since it’s an excitement for the next gathering with tamales. Plus, many people also believe that it is good luck.

“We celebrate as a family,” she said. 

The biblical account says in Matthew 2:10-11, “They were overjoyed at seeing the star, and on entering the house, they saw the child with Mary, his mother,” referring to the three kings. “They prostrated themselves and did him homage. Then they opened their treasures and offered him gifts of gold, frankincense and myrrh.” 

The joyful moment has inspired many Hispanic families to celebrate every January 6th with gifts to children in the spirit of the Three Wise Men, according to the Catholic Relief Services organization.

The meaning of the rosca is represented by a circular bread shape, which represents the infinite love of God. The dry fruit–usually of red, yellow and green colors–represent the crowns of the three kings and the little white doll represents baby Jesus, who was hidden to protect him from King Herod, who felt threatened by the newborn Jesus or the Messiah. 

A motivational tradition

Epi Villegas, team leader for the Northgate market in Lynwood, said this is a beautiful event that brings families together.

“I grew up in Mexico and we used to celebrate the three kings,” he said, recalling when he was a child, the night before he would leave the shoes in the front door with a letter that was exchanged for a toy overnight.

Now, as a grown-up, he enjoys seeing the tradition with many families of the area.

At this specific market, which was recently opened in November 2025, the bakers made about 2,200 roscas, which were estimated to be gone by the end of the day.

The store has been keeping up with the relevant trends and their roscas are not only plain, but they also carry two other flavors: guava and cheese and cajeta.

“We are able to facilitate that experience for our customers where they can come and get something that is authentic and takes them back to their homeland,” he said. “And we want to keep up with the tradition and also with the new trends."