How to Celebrate Día de los Muertos in San Jose

Día de los Muertos, or Day of the Dead, is one of the most profound and beautiful cultural traditions in the Mexican and Latin American world. Far from being a somber occasion, it is a vibrant, joyful celebration of life, memory, and the enduring bond between the living and the departed. In San Jose, California—a city with one of the largest Mexican-American populations in the United States—Día de los Muertos is not just observed; it is deeply honored, amplified, and reimagined through community art, ritual, and collective remembrance.

Each year, from late October through early November, San Jose transforms into a living altar. Streets bloom with marigolds, homes and public spaces glow with candlelight, and altars—ofrendas—rise in parks, libraries, museums, and churches, each one a personal tribute to loved ones lost. This is more than a festival; it is a cultural heartbeat that connects generations, preserves heritage, and invites everyone—regardless of background—to participate in a meaningful act of remembrance.

For residents, visitors, and newcomers alike, learning how to celebrate Día de los Muertos in San Jose is an opportunity to engage with a tradition that is both ancient and alive. It is not about performance or spectacle—it is about presence, intention, and love. This guide will walk you through every step of honoring this sacred holiday in the heart of Silicon Valley, from building your first ofrenda to joining community processions, understanding symbolism, and respecting cultural roots.

Step-by-Step Guide

1. Understand the Meaning and Origins

Before you begin celebrating, take time to learn the roots of Día de los Muertos. The tradition blends Indigenous Aztec rituals honoring the goddess Mictecacihuatl, the “Lady of the Dead,” with Catholic influences brought by Spanish colonizers. The result is a two-day observance: November 1 honors deceased children (Día de los Inocentes or Día de los Angelitos), and November 2 honors adults (Día de los Muertos).

In San Jose, this understanding is vital. Many of the city’s celebrations are led by community elders, artists, and cultural organizations who carry forward ancestral knowledge. Recognizing the spiritual depth behind the colorful visuals—marigolds, sugar skulls, copal incense—helps you participate with reverence, not appropriation.

2. Create Your Own Ofrenda (Altar)

The ofrenda is the heart of Día de los Muertos. It is a personal, sacred space built to welcome the spirits of the departed back to the world of the living. Here’s how to build one in San Jose:

• Choose a location: A table, shelf, or corner in your home works best. Public ofrendas are also welcome in community centers, libraries, and schools.
• Layer with cloth: Use a white or colorful tablecloth. Many families use embroidered Mexican textiles like rebozos or serapes.
• Add photos: Place portraits of loved ones you wish to honor. Include images from different stages of their life.
• Place favorite foods and drinks: Offer their favorite meals—tamales, mole, pan de muerto, fruit, or even coffee and soda. Water is essential to quench their journey.
• Include marigolds (cempasúchil): These bright orange flowers are believed to guide spirits with their scent and color. Buy them at local markets like the San Jose Mercado or Mission Garden.
• Add candles: Use white or colored candles to represent the four elements: earth (food), wind (paper banners), water (drink), and fire (candles).
• Include incense: Burn copal resin or frankincense to purify the space and carry prayers upward.
• Add personal items: A favorite hat, a toy, a book, a musical instrument—anything that reflects their personality.
• Place salt: Salt purifies and protects the soul’s journey.
• Include papel picado: These intricately cut tissue paper banners represent the fragility of life. You can buy them at local craft stores or make your own with templates from community workshops.

Don’t feel pressured to make your ofrenda elaborate. Authenticity matters more than scale. A simple altar with one photo, a candle, and a glass of water is deeply meaningful.

3. Visit Community Ofrendas and Public Displays

San Jose is home to dozens of public ofrendas each year. These are often organized by cultural centers, schools, and nonprofits. Some of the most notable include:

• San Jose Museum of Art: Hosts a large-scale community ofrenda where residents can add photos and notes. The museum often partners with local artists to create immersive installations.
• San Jose Public Library (Main Branch): Features rotating ofrendas in its cultural wing, curated by local families and students.
• El Teatro Campesino (La Colonia): Offers traditional performances and altar-building workshops rooted in the legacy of César Chávez and farmworker movements.
• Guadalupe River Park: Hosts a large outdoor celebration with music, dance, and dozens of community-built altars along the walking path.
• San José State University (SJSU): The Department of Chicana/o Studies organizes an annual ofrenda exhibit open to the public, often accompanied by lectures and poetry readings.

Visiting these spaces allows you to witness the diversity of expressions within the community. Each ofrenda tells a unique story—of a soldier, a teacher, a child, an immigrant, a poet. Take time to read the notes left beside photos. Many are written in Spanish, English, or Spanglish, filled with love, grief, and gratitude.

4. Attend the Annual Día de los Muertos Parade and Festival

Every year, the City of San Jose hosts one of the largest Día de los Muertos celebrations in Northern California. Typically held on the first Saturday of November, the event includes:

• Procession: A moving parade from Plaza de César Chávez to the San Jose Museum of Art, led by drummers, dancers, and families carrying photos and candles.
• Face painting: Traditional calavera (skull) designs are painted on participants using non-toxic, water-based paints. Many use this as a way to honor their ancestors symbolically.
• Live music and dance: Folkloric ballets, mariachi bands, and indigenous drum circles perform throughout the day.
• Artisan vendors: Local artisans sell handmade crafts, sugar skulls, papel picado, and traditional foods.
• Community altar space: A central area where attendees can add photos, letters, or flowers to a collective ofrenda.

Arrive early. The event draws thousands. Wear comfortable shoes. Bring water. If you plan to join the procession, consider wearing white or colors that reflect your heritage. Many participants wear traditional Mexican dress, but casual attire is perfectly acceptable—what matters is your intention.

5. Learn and Share the Symbolism

To celebrate authentically, understand the meaning behind each element:

• Marigolds (cempasúchil): Their strong scent and vibrant hue guide spirits home.
• Papel picado: Represents the wind and the fleeting nature of life.
• Sugar skulls (calaveras): Not morbid—they are sweet offerings, often inscribed with the name of the deceased. They symbolize death as a natural part of life.
• Pan de muerto: A sweet bread shaped like a skull or bones, often topped with sugar. It represents the earth and the cycle of life and death.
• Candles: Light the way for souls returning from the afterlife.
• Water: Essential for the journey; also symbolizes purity.
• Copal incense: Used for centuries by Mesoamerican cultures to cleanse and connect with the divine.

Teach others. Share this knowledge with your children, coworkers, or neighbors. In San Jose’s diverse communities, Día de los Muertos is becoming a shared cultural moment—and understanding its meaning deepens the experience for everyone.

6. Participate in Workshops and Educational Events

San Jose offers numerous free and low-cost educational events leading up to Día de los Muertos:

• San Jose Public Library: Hosts “Altar-Building 101” workshops for all ages. Materials are provided.
• Latino Legacy Project: Offers storytelling circles where elders share memories of loved ones and how they celebrated Día de los Muertos in Mexico or Central America.
• Chicano Park Cultural Center: Runs art classes focused on calavera illustration and traditional embroidery.
• University of California, Santa Cruz Extension (San Jose Center): Occasionally offers courses on Mexican folk traditions, including Día de los Muertos history and symbolism.

These workshops are excellent opportunities to learn directly from cultural practitioners, ask questions, and build connections. Many are bilingual and designed to be inclusive for non-Spanish speakers.

7. Prepare and Share Traditional Foods

Food is central to Día de los Muertos. Preparing and sharing meals is an act of love. Key dishes include:

• Pan de muerto: A sweet, orange-flower-scented bread, often shaped with bone-like dough on top.
• Tamales: Corn husks filled with meats, cheeses, or chilies, steamed and served with salsa.
• Mole: A rich, complex sauce made with chilies, chocolate, nuts, and spices, traditionally served over chicken or turkey.
• Calabaza en tacha: Candied pumpkin cooked in piloncillo (unrefined cane sugar) and cinnamon.
• Atole: A warm, thick drink made from masa, water, cinnamon, and sweetened with piloncillo.

Make these dishes at home and share them with neighbors. Offer them on your ofrenda. Many San Jose bakeries, like Panadería Rosales or La Michoacana, sell authentic versions if you don’t have time to cook. Supporting local Latino-owned businesses is a meaningful way to honor the tradition.

8. Write Letters to the Departed

One of the most personal acts of Día de los Muertos is writing a letter to someone you’ve lost. Place it on your ofrenda. Some families read them aloud at sunset. In San Jose, community centers often collect these letters and display them anonymously as part of a public art installation.

There’s no right or wrong way to write one. You might express love, regret, gratitude, or simply tell them what’s happened since they’ve been gone. “I got the job you always believed I could.” “The garden you planted is blooming.” “We miss you every day.” These words are powerful. They keep memory alive.

9. Respect the Sacredness of the Holiday

While Día de los Muertos has become popularized in global media, it is not Halloween. Avoid costumes that mock or trivialize the tradition. Do not wear a “skeleton costume” as a joke. Do not take selfies in front of altars without permission. Do not touch offerings or remove photos.

In San Jose, many families open their homes and altars to the public—but they do so with deep trust. Honor that trust by observing quietly, asking permission before photographing, and never treating the ofrenda as a backdrop for social media.

10. Continue the Tradition Beyond November 2

Día de los Muertos is not a one-day event. The spirit of remembrance continues year-round. Consider:

• Visiting your loved one’s gravesite on the first Sunday of every month.
• Keeping a small photo and candle on your nightstand.
• Donating to a local cultural nonprofit that supports Mexican-American arts and education.
• Teaching children about their ancestors through stories, recipes, and family photos.

In San Jose, the legacy of Día de los Muertos lives in the everyday—through murals on East Side neighborhoods, in the songs sung at family gatherings, in the way abuelas still make pan de muerto every October.

Best Practices

1. Center the Community, Not the Spectacle

San Jose’s Día de los Muertos celebrations are rooted in community, not commercialization. Prioritize participation over performance. If you’re attending a public event, listen more than you speak. Let the elders lead. Let the artists guide. Let the families share their stories.

2. Support Latino-Owned Businesses

Buy your marigolds, papel picado, pan de muerto, and candles from local Latino-owned shops. In San Jose, this includes:

• La Michoacana Market (East San Jose): Authentic Mexican groceries and handmade crafts.
• San Jose Mercado (3rd Street): Weekly outdoor market featuring artisans from Mexico, Guatemala, and El Salvador.
• Panadería Rosales: Family-run bakery with traditional breads and pastries since 1978.

When you support these businesses, you help sustain the cultural infrastructure that makes these traditions possible.

3. Use Inclusive Language

Use “Día de los Muertos,” not “Day of the Dead” unless speaking to someone unfamiliar with the term. Avoid phrases like “Mexican Halloween.” This diminishes the spiritual significance of the holiday. When in doubt, ask: “How do you celebrate this in your family?”

4. Engage Youth and Elders Together

One of the most powerful aspects of Día de los Muertos is its intergenerational nature. Encourage your children to help build the ofrenda. Invite your parents or grandparents to share stories about how they celebrated in their hometowns. These conversations preserve history and heal wounds.

5. Be Mindful of Cultural Appropriation

Wearing a skull face painting is acceptable if done respectfully and with understanding. But wearing a “Mexican costume” with a sombrero and fake mustache is not. Cultural appreciation means learning, honoring, and giving credit. Cultural appropriation takes, distorts, and reduces.

6. Volunteer and Give Back

Many San Jose organizations rely on volunteers to set up altars, distribute flyers, or translate materials. Reach out to:

• Centro Cultural de México
• Latino Community Foundation
• San Jose Friends of the Public Library

Volunteering is a way to give back to the community that shares this tradition with you.

7. Document Thoughtfully

If you photograph altars or events, always ask permission. Post with context: “This ofrenda was created by Maria González in memory of her father, José, who came from Guanajuato.” Avoid hashtags like

DayOfTheDeadFun or #SkeletonSelfie. Instead, use #DiaDeLosMuertosSJ, #OfrendaSanJose, or #RememberWithLove.

8. Learn Basic Spanish Phrases

Even simple phrases show respect:

• “Gracias por compartir.” (Thank you for sharing.)
• “¿Puedo tomar una foto, por favor?” (May I take a photo, please?)
• “Mi abuela me enseñó a hacer esto.” (My grandmother taught me how to do this.)

These small gestures open doors to deeper connection.

Tools and Resources

1. Books for Deeper Understanding

• “The Day of the Dead: A Cultural History” by Philip L. Fradkin – A scholarly yet accessible overview of the tradition’s evolution.
• “Día de los Muertos: A Celebration of Life and Death” by Barbara Rogasky – A beautifully illustrated children’s book perfect for families.
• “Remembering the Dead: Día de los Muertos in California” by Dr. Lourdes Gutiérrez Nájera – Academic essays on how the tradition is lived in the U.S.

2. Online Archives and Digital Exhibits

• San Jose Public Library Digital Collections: Search “Día de los Muertos” for historical photos and oral histories.
• California Ethnic and Multicultural Archives (CEMA): Hosts digitized materials from Chicano and Mexican-American communities.
• Smithsonian National Museum of the American Indian: Offers free virtual exhibits on Indigenous Mexican traditions.

3. Local Organizations to Connect With

• Centro Cultural de México: Offers workshops, performances, and altar-building classes. Website: centroculturalmexico.org
• Latino Legacy Project: Preserves oral histories of Latinx families in Santa Clara County. Email: info@latinolegacyproject.org
• San Jose Museum of Art: Hosts annual Día de los Muertos exhibits. Website: sjmusart.org
• El Teatro Campesino: Cultural theater group with deep roots in farmworker activism. Website: elteatrocampesino.org

4. Where to Buy Supplies in San Jose

• San Jose Mercado (3rd Street): Every Saturday, 8am–4pm. Best for fresh marigolds, papel picado, and handmade crafts.
• La Michoacana Market (1270 E. Santa Clara St.): Offers sugar skulls, incense, and traditional foods.
• Art Supply Stores (Michaels, Jo-Ann Fabrics): Carry tissue paper for papel picado and candles.
• Online (support local first): If you must order online, choose vendors like La Flor de Cempasúchil (based in Oakland) or Ofrenda Co. (San Jose-based, women-owned).

5. Educational Videos and Podcasts

• “Día de los Muertos: A Celebration of Life” – PBS Short Documentary
• “The Memory Keepers” – Latino USA Podcast (Episode 127) – Stories from families in California.
• “How to Build an Ofrenda” – YouTube (Centro Cultural de México) – Step-by-step tutorial in Spanish and English.

Real Examples

Example 1: The González Family Altar

Every year, the González family builds an ofrenda in their living room for their grandmother, Doña Rosa, who passed in 2018. They place her favorite pan dulce, a hand-painted ceramic doll she gave each grandchild, and a photo of her dancing at her 80th birthday. They light a candle each night from October 28 to November 2. On November 1, they invite neighbors over for tamales and stories. “She loved company,” says their daughter, Elena. “This is how we keep her here.”

Example 2: The East Side School Project

At Roosevelt Elementary in East San Jose, third-grade students spent weeks learning about Día de los Muertos. Each child chose a relative to honor—some had lost parents, others grandparents, others uncles. They painted papel picado, wrote letters, and built small altars. The school displayed them in the hallway. One child wrote: “Abuelito, I miss your voice. I learned to make tamales like you. I made them yesterday. They weren’t perfect, but I tried.” The teacher said, “This is the first time some of these kids have spoken about their grief in front of others. The altar gave them a voice.”

Example 3: The Public Ofrenda at San Jose Public Library

In 2023, the library invited the public to contribute to a collective ofrenda. Over 300 people added photos, letters, and mementos. One entry was a small plastic toy car with a note: “For my brother, Carlos. You loved cars. I drove your old Chevy last week. It still smells like you.” The library scanned all notes and created a digital archive. “It’s not about the size,” said the librarian. “It’s about the truth in each word.”

Example 4: The Artist Collective

A group of local artists formed “Calaveras de la Calle” to create large-scale public art installations for Día de los Muertos. They painted murals of ancestral faces on alley walls in the Japantown neighborhood, using traditional motifs. They also hosted a nighttime candlelight vigil where attendees walked silently, holding photos. “We’re not trying to be beautiful,” said one artist. “We’re trying to be honest. Death is real. Love is realer.”

FAQs

Can non-Latinos celebrate Día de los Muertos in San Jose?

Yes, but with humility and respect. Día de los Muertos is not a costume party or a trend. It is a sacred tradition rooted in Indigenous and Mexican culture. Non-Latinos are welcome to participate by learning, supporting community events, building altars with sincerity, and listening more than speaking.

Do I need to speak Spanish to participate?

No. Many events in San Jose are bilingual. However, learning a few phrases shows respect and deepens your connection. The heart of the celebration is intention, not language.

Is it okay to take photos of altars?

Always ask permission first. Some families welcome photos; others prefer privacy. If you’re at a public display, avoid blocking walkways or using flash. Never touch offerings.

What if I don’t have a loved one to honor?

You can still participate. Many people honor ancestors they never met, victims of violence, or even strangers whose stories moved them. You can also honor the earth, your community, or the concept of memory itself. The ofrenda is a vessel for love—not a requirement tied to personal loss.

Where can I buy authentic sugar skulls in San Jose?

Visit the San Jose Mercado on Saturdays, La Michoacana Market, or local artisan fairs. Avoid mass-produced plastic skulls from chain stores. Look for hand-painted, edible sugar skulls made by local artists.

Can I make an ofrenda at work or school?

Absolutely. Many workplaces and schools in San Jose host ofrendas as part of cultural inclusion initiatives. Start small: a photo, a candle, a flower. Invite others to contribute. It can become a powerful space for collective healing.

Is Día de los Muertos the same as Halloween?

No. Halloween is rooted in Celtic traditions and often focuses on fear and the supernatural. Día de los Muertos is a joyful, loving reunion with the dead. They occur around the same time, but their meanings, rituals, and emotions are fundamentally different.

How long should I keep my ofrenda up?

Traditionally, altars are set up on October 28 and taken down by November 3. The spirits are believed to arrive on October 31 and depart after November 2. Some families leave their altars up longer if they feel their loved one’s presence is still strong.

Conclusion

Celebrating Día de los Muertos in San Jose is not about following a checklist. It is about opening your heart to memory, to love, and to the quiet, enduring presence of those who came before us. In a city known for technology and innovation, this ancient tradition reminds us of what truly endures: human connection, ancestral wisdom, and the courage to remember.

Whether you build a single candlelit altar in your bedroom, join a procession down 3rd Street, or simply sit quietly with a photo of someone you miss—you are participating in a sacred, living tradition. San Jose’s Día de los Muertos is not a performance for outsiders. It is a homecoming.

As you prepare to celebrate, ask yourself: Who do I carry with me? What do I want them to know? How can I honor their memory not just on November 1 and 2, but every day?

There is no right way to remember. Only the way that is true to you.

And in San Jose, where the scent of marigolds fills the autumn air and the sound of drums echoes through the park, you will find that memory is not lost. It is alive. It is loved. It is celebrated.