FEMSA, Nayib Bukele, and Airports





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Latinometrics Weekly
Welcome to Latinometrics. It’s great to have you with us. We bring you Latin American insights and trends through concise, thought-provoking data visualizations.
Over the weekend, the r/dataisbeautiful community on Reddit engaged in some deep discussions about one of our charts, which reached the top post of the day. Check out the thread here.
Today’s charts:
  1. How FEMSA makes its money
  2. El Salvador‘s president tops the Twitter game
  3. How LatAm’s airport traffic changed during the pandemic

Business 🏢
Revenue Breakdown: FEMSA
Revenue Breakdown: FEMSA
If you’ve been to Mexico, you’ve likely stopped into one of the almost 20,000 Oxxo shops. The iconic convenience store began as a small bet by the now global corporation, FEMSA, founded in 1890 as Cervecería Cuauhtémoc. FEMSA’s initial focus was on distributing Coca-Cola’s products and local beers like Tecate and Dos Equis. In 1978, they opened the first Oxxo as another way to sell their small selection - soda, beer, and cigarettes - straight to consumers.
Forty years later, Oxxo offers way more than snacks and beer. Need to buy a new smartphone? Send money or open a bank account? Pay for your electricity, cable bill, movie tickets, Netflix, or property taxes? Go to an Oxxo. The chain has even partnered with Amazon and payment platforms like Conekta, allowing people to shop online and pay at their stores.
Oxxo’s payment solutions are essential to a large portion of the Mexican population that still doesn’t have credit cards or even bank accounts (63%) to shop online. The chain is expanding globally, with a few dozen shops now open in Colombia and Chile.
Social Media 🐦
Nayib Bukele Conquers the Twitterverse
Nayib Bukele Conquers the Twitterverse
Who likes following the tweets of elected officials? We do. Nayib Bukele, president of El Salvador, is the most popular Latin American president on Twitter, per capita. At 40 years of age, he is one of the world’s youngest serving heads of state. Like a good millennial, Bukele understands the power of social media and uses it to connect with supporters, respond to critics and maximize engagement by tweeting in both Spanish and English.
This year, Bukele broke the internet by announcing that his country would be the first to make Bitcoin a legal tender, earning admiration in the crypto world. His viral tweets range from topics such as using the country’s volcanoes to mine Bitcoin, announcing whenever his country has bought the dip, and hinting that El Salvador will become the Singapore of Latin America.
Travel 🛬
The LatAm Covid Airpocalypse
The LatAm Covid Airpocalypse
Before Covid, Latin America’s biggest airports had been growing steadily. The eight major airports on the chart more than doubled their yearly passengers from 2008 to 2019. The trend came tumbling to unprecedented levels when in 2020, the same eight airports averaged a 56% reduction of passengers served due to the pandemic.
The massive drop is yet another way Covid has hit the region’s top tourism hubs and business destinations. While this year is on record to be much better than 2020, flights have reportedly remained much lower than pre-pandemic levels.
Thanks for reading. Until next week. 👋
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