El Super Tazón: Bad Bunny’s Soft Power Moment

Francia Baeke; Ximena Dadds

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El Super Tazón: Bad Bunny’s Soft Power Moment

How his record‑breaking halftime show projected Latin American identity on a global stage

Key Insights

The briefing assesses how Bad Bunny’s 2026 Super Bowl performance operates as an intervention in hemispheric power relations. It contends that his deployment of Spanish language, decolonial aesthetics and pan‑Latino symbolism constitutes a form of counter‑hegemonic soft power. It concludes that the performance reconfigures soft power as resistance from subaltern positions and reasserts Latin American agency within a neocolonial context.

By Francia Baeke and Ximena Dadds

19 March 2026 · 16:30 CET· Updated 21 June 2026 · 18:03 CET

Bad Bunny turns the Super Bowl into a bold act of Latin American soft power, reclaiming an ‘All‑American’ stage as a stunning display of decolonial resistance

Documents: 📄 Full Publication (PDF) 📂 Source Document

Francia Baeke Francia Baeke is a fellow at EPIS.

Ximena Dadds Ximena Gottschau is pursuing an M.A. in International Affairs at King’s College London. Her research explores the role of political discourse in international affairs and security policy. Driven by a mission to foster positive peace through communication, diplomacy and policy engagement, Ximena aims to shape policies that advance global security and peaceful international relations.

Cite this brief

Baeke, F., Dadds, X. (2026). El Super Tazón: Bad Bunny’s Soft Power Moment. EPIS Insight · International Relations & Diplomacy.

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