The traditional Rosca de Reyes, symbolizing the end of holiday celebrations in Mexico, invites families to gather every January 6. This beloved pastry, exquisitely crafted and adorned with dried fruits, embodies rich religious significance. It is said to represent God’s everlasting love—a divine circle never-ending. While generations indulge this tradition, 2025 has seen it explode on social media, largely driven by the Mexican warehouse chain Costco.
This year, the buzz surrounding the Rosca de Reyes has captured imaginations nationwide, primarily thanks to long lines and stories of revendedores (resellers) buying up to 800 units to reap profits. Videos and posts flood social platforms showing enthusiastic shoppers leaving stores with carts piled high with these seasonal delights. With all eyes on Costco, many are left wondering about alternatives, particularly when it now faces serious competition from Soriana and Walmart.
Costco offers two sizes of Rosca de Reyes—both large and small—filled with cream and garnished with almond slivers, priced at approximately $379 pesos. But don't be fooled; the demand is staggering. Social media is rife with discussions about the time spent waiting and the individuals peddling these pastries at exorbitant prices. One consumer remarked, “You have to see these lines; it feels like the Hunger Games out here for Roscas!”
Conversely, Soriana has carefully crafted its offerings to include traditional flavors alongside unique options like mazapan and choco avellana. Highlighting their famous Roscas, prices begin at $279 pesos and climb to $389 pesos, accommodating 20 to 24 people—ideal for large family gatherings. Market rumors hint at the possibility of these Roscas being produced at the same locations as Costco's, sparking even greater interest among consumers eager to try.
Walmart doesn't lag either, boasting impressive pricing and flavors, including limited editions. Their traditional-sized Roscas are available for as little as $169 pesos, with options like the Extra Special gourmet version spotlighted at $399 pesos. The variety extends to gourmet flavors filled with delightful choices like chocolate or cream cheese. According to market analysis, prices for Roscas this year have spiked by 20% compared to last year, making comparisons all the more pertinent.
Social platforms ignite with user-shared updates as customers partake in this time-honored custom. Some have noted the excitement surrounding Soriana’s switch from the traditional Niño Dios figurine to porcelain depictions of the nativity, marking the 2025 Rosca as unique. Users shared how this aspect served as conversation starters and new traditions altogether.
Cuauhtémoc Rivera, president of the National Alliance of Small Merchants, revealed grim realities for consumers: “A small Rosca can cost between 240 and 360 pesos, with larger options reaching 800 pesos. While this annual affair can strain budgets, countless families are determined to partake.”
For families who want to enjoy this long-standing tradition without sacrificing too much on expenditures, it is wise to shop around. While Costco's prices may appeal to bulk buyers, other retailers like Soriana and Walmart present distinct flavors and pricing, making them excellent alternatives. One important reminder for consumers is to act quickly and check availability; stocks can vanish quickly!
Which store will you choose to enjoy this remarkable tradition? Regardless of price or flavor, Rosca de Reyes extends far beyond mere satisfyingsweets; it embodies unity, culture, and warm gatherings. So grab your loved ones and enjoy this timeless treat!