The Curious Cornish-Mexican Connection

The Cornish influence on Mexico, what the Mexicans did with Cornish traditions, and what does that say about Marketing.

In 1854, Francis Rule, an eighteen-year-old Cornish miner, disembarked in the Mexican port of Veracruz.

He was unaware that he would become known as El Rey de la Plata (The King of Silver), one of the wealthiest men in Mexico, and part of something that would change Mexico forever.

Cornish miners began arriving in Mexico in the 1820s, as the Cornish Tin and Copper trades were slowing down, and Mexico needed miners skilled in using specialist equipment. The effects of this migration are best seen in the city of Pachuca and the village of Real Del Monte in the state of Hidalgo.

During my visit to these places in autumn 2021, I was struck by the clear architectural influences in the buildings of Pachuca's city centre, as well as drive-thru paste shops and structures that resembled Cornwall's ruined tin mines in Mexican mountains.

There are some fun stories around the architecture in the centre of Pachuca. Francis Rule spent much of his younger years exploring old mining works to see if he could find untapped sources.

His efforts paid off both with a rich discovery and a rise in the price of silver.

This made him, by far, the wealthiest man in Pachuca and he funded many of the town's buildings. Including the famous tower dedicated to the centenary of Mexican Independence that has the same clock mechanism and chime as Big Ben. One funny story, which I have been unable to 100% verify (but very much rings true) is about the bank building in the centre.

Apparently the Governor of Hidalgo ordered Francis Rule to take down the British flag he had flying from the bank building so, in a fit of petty malicious compliance, he built the Union Flag into the stone work. It is certainly the case that that stonework at the top of the building has a remarkable resemblance to the famous pattern, and Francis Rule is known to have been quoted as being "English through and through", so I'm inclined to believe this particular story.

One of the mine's of St Just

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Whilst the architecture is certainly striking, Cornwall's two biggest influences upon Mexico are, of course, the Cornish Pasty and football. Although many Mexicans are unaware of the Cornish link and even of Cornwall's existence, they have nonetheless enthusiastically adopted football as a sport and the Mexican "Paste" has proliferated throughout the country.

Like many things that Mexico has adopted the Cornish Pasty has witnessed several changes since it was imported to Mexico. Whilst options familiar to many Britons, like Steak and Potato, there are some varieties that may well result in some spilled tea amongst my compatriots, such as pastes with rice, mole sauce, and even chocolate!

And this is something that I absolutely adore about Mexican culture as a whole. Whilst the word "melting pot" is typically ascribed to the United States of America - I personally think it better applies to their southerly neighbour. Time and time again new ideas are woven into the tapestry that is Mexico's culture and traditions which is full of traditions that are Catholic and Aztec, European and North American, Spanish and Nahuatl

And this is one of the most admirable parts of Mexican culture. It is a blend of so many different cultures and ideas that have been transformed in such a way that they are undeniably Mexican.

A Mexican Paste may have roots in the Cornish Pasty but the dish is truly a quintessential part of Mexican cuisine - and absolutely Mexican.

But what has this got to do with marketing?

What this story tells us is how a product's image and brand can persevere even through significant changes. Despite being taken to a whole new culture, and the fundamental changes to its core ingredients, the pasty/paste has kept its association with mining and has kept up many of its core stories.

The Cornish connection has been heavily utilised by the Mexican "pueblo magico" of Real del Monte.

It shows the power of brand imagery and the relationships your brand gain (whether intended or not).

No-one designed the Cornish Pasty's "expansion" into the 19th Century Mexican marketplace but it has done so nonetheless and this is a key lesson for any marketing campaigns.

Your brand is in the wild and, no matter how much you plan it, its image will be impacted by external, as well as internal, factors.