Local Bakeries Continue a Sweet Tradition

Updated: January 17, 2025

By Mike Villarreal

As the New Year approaches, a cherished local tradition begins for residents in the Rio Grande Valley and worldwide. Known as Three Kings Day, January 6 marks the first full Monday of the workweek in 2025 and the celebration of Epiphany. This Christian holiday honors the Three Wise Men’s visit to the baby Jesus.

This occasion is celebrated in many Latin American countries with a traditional Rosca de Reyes. Typically, Rosca de Reyes is a sweet bread adorned with cherries and colored stripes, with a plastic baby Jesus hidden inside. This has become a central part of the holiday festivities, bringing families and friends together to commemorate the arrival of the Three Wise Men with food and rich customs. But why do some people eat it every January, and what does it symbolize?

Rosca de Reyes, or “Kings Cake,” is a special pastry eaten on January 6 (Three Kings Day) to commemorate the three wise men’s visit to baby Jesus. The tradition of eating this pastry bread 12 days after Christmas stems from beliefs in the Christian faith.

Inside every Rosca de Reyes is a little plastic baby Jesus, symbolizing the newborn Messiah. The shape of the Rosca represents a crown—in this case, the crown of King Herod, from whom the infant Jesus was being hidden. Finding the baby Jesus in your slice of Rosca de Reyes means you will host a party on February 2 (Día de la Candelaria) and typically offer tamales and sweets.

Here in La Feria at Reyes Bakery, we asked how they make their Rosca de Reyes. They shared that they bake their bread using eggs, milk, vanilla, flour, sugar, yeast, salt, butter, and lard, and they top it off with membrillo (candy fruit) and cherries.
Photos from LFN archive