Does ‘Flamin’ Hot’ Just Perpetuate Capitalism’s “Pull Yourself Up By Your Bootstraps” Myth?

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Does ‘Flamin’ Hot’ Just Perpetuate Capitalism’s “Pull Yourself Up By Your Bootstraps” Myth?


With my love for the chip, I, like many others, sat down to watch Flamin’ Hot, the new film directed by fellow Mexican-American Eva Longoria about the story of Richard Montañez, the Frito-Lay janitor who was long credited with inventing Hot Cheetos, after it began streaming on Hulu on June 9. Not only was it an inspiring, rags-to-riches story, it felt authentic to us. The problem? It may actually not be a true story. A 2018 Los Angeles Times investigation found that many of Montañez’s claims were either embellished or entirely fabricated; in 2021, Montañez said that all he could vouch for was what he created in his kitchen, which wasn’t the famous Hot Cheeto recipe. Even more, the film feels like a celebration of capitalism, a system that has harmed many Latine workers much like Montañez.





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