WASHINGTON, Feb 15: US President Trump’s attack on Bad Bunny, a Puerto Rican music star on his Super Bowl halftime performance, which triggered concern within Republican Latino communities, with strategists and business giants warning of potential electoral damage ahead of November s congressional elections. Trump publicly criticized the show for being mainly in Spanish, calling it an “affront to the Greatness of America” and unsuitable for children.
These comments created a sensitive moment for Republicans, who are defending a razor-thin majority in the U.S. House and relying heavily on support from Hispanic voters in several swing districts.
Latino Support Softening Despite 2024 Gains
Hispanics were a major part to Trump’s winning in 2024 re-election, delivering him 48% of the Latino vote, the strongest showing by any Republican presidential candidate. However, data from the Pew Research Center indicates that momentum is slipping. Approval among Latinos who voted for Trump has fallen from 93% at the start of his second term in January 2025 to 81% ten months later.
Republican strategists argue that cultural flashpoints, particularly those involving language and identity, risk accelerating this erosion. Mike Madrid, a longtime Republican analyst of Latino voting behaviour, described the episode as baffling, warning that alienating such a critical constituency threatens the party’s electoral survival.
Economic Anxiety and Business Backlash
Latino business leaders say the controversy compounds existing frustrations over inflation, tariffs, and aggressive immigration enforcement. Javier Palomarez, president of the U.S. Hispanic Business Council, noted that confidence in Trump’s economic leadership among members has dropped sharply since the election. Some Latino-owned businesses report steep declines in sales following immigration crackdowns, adding to the sense of disillusionment.
While some conservative Hispanics defended Trump’s criticism and said they were not personally offended, even allies urged restraint. Several Republicans stressed the need for more careful messaging and greater use of Spanish-language outreach, particularly as Trump plans travel to border regions and Hispanic-heavy districts.
With pivotal House races underway in California, Arizona, and Colorado, party insiders warn that misjudging cultural symbolism could cost Republicans crucial Latino support and reshape the midterm battlefield.
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