Madrid has always been a symbol of diversity. It is easy to travel around the world without leaving its streets: cuisines from all over the planet, endless cultural offerings, countless accents, open-minded people. But that richness, although inspiring, has also blurred something essential: the sense of belonging.
Among so much variety, a question emerges that many of us have asked ourselves: what does it really mean to be from Madrid?
Those of us who have chosen this city as home—not just as a stop along the way—often feel a certain disconnection from its roots. The city that saw us grow, that we love and live in, sometimes feels distant. Not because it shuts us out, but because its identity seems blurred, somewhere between modernity and memory.
While other regions proudly celebrate their traditions—such as the “Fallas”, the “Feria de Abril”, or any “romería local”, with entire generations dedicated to keeping their traditions alive — in Madrid, it is hard to even find a bar that still serves “gallinejas” or “entresijos”. How many of the thousands walking down Gran Vía would even know what those are?
The contrast is clear: while other communities celebrate their identity, we have slowly let ours fade into the background. And yet, there is a new generation willing to change that.
A new claim: what is ours
Generation Z and millennials — so often accused of "forgetting traditions" — are quietly leading a powerful movement: the revival of Madrid's cultural heritage. And they are doing it free from fake nostalgia or political discourse: driven instead by conviction, curiosity, and a genuine desire to see themselves reflected in something truly their own.
Many have traveled to other regions in search of that sense of belonging that comes from local celebrations, the collective warmth that unites generations through the same music, the same costume or the same recipe. And when they come back, they can’t help but ask:
What about us? Where is our festival? What is our traditional dress? Where is our voice?
This awakening has several driving forces:
- Curiosity for what they never lived: for many young people, Madrid traditions were never something they experienced firsthand. Everything they know comes from stories, books, or other people's memories.
- A desire to belong: humans need to feel part of something. In an increasingly global and digital world, reconnecting with local traditions becomes a way to anchor oneself and find identity
- A lack of strong cultural references: Madrid's identity has gone decades without renewal or protection. That absence has left a void these generations are trying to fill.
San Isidro, between TikTok and tradition
In recent years, San Isidro has quietly transformed. Without institutional campaigns or marketing strategies, young people dressed as “chulapas” and “chulapos” have once again begun to fill the fields. But their outfits aren’t something you can easily buy: they design them, sew them, dig them out of their grandmother's closet, or customise them with a fresh twist.
Many have learned to sew by watching videos, helping one another, asking for favors or even creating their own modern takes on traditional styles. It is a beautiful blend of respect and reinvention.
At a time when young people are often accused of not valuing effort or roots, this phenomenon proves the opposite: there is a genuine desire to preserve cultural identity, to care for it and to make it their own. And they are doing it through joy, collective creativity, and a quiet sense of pride.
And what role do brands play in all this?
Some companies have already begun to notice this shift. And with good reason. Because when a brand understands that local culture is not just folklore, but also future, it can become an ally in that cultural revival.
Supporting this revival is not just an act of cultural responsibility, but also an opportunity for genuine connection. Brands that choose to speak about Madrid with affection, through an everyday perspective, through shared memory, can achieve a real impact: emotional, social and commercial.
Now is the perfect moment to build bridges between tradition and the present, between generations and neighborhoods, between the city that once was and the one that is taking shape.
As a “madrileña”, and as a professional watching this movement with pride, I believe Madrid is beginning to look inward. And those who wish to be part of it, with respect and creativity, will be warmly welcomed.
Andrea Ramos
Account Manager
