How a small Oregon town became a Mexican soccer stronghold

The story of Woodburn, OR, is the story of the American dream. But can this town, with its vibrant soccer-loving Latino community, realize the potential afforded to so many other cities across the country? Saeed Rahbaran for ESPN, Imagn Images Roberto Jose Andrade Franco Jun 30, 2026, 10:30 AM ETMultiple Authors Email Print Open Extended Reactions JOSE MOLINA HAS spent months planning for this summer. The giveaways and raffles, the tables and screens to show the World Cup games, and the social media posts to promote the food truck he owns, El Pariente Mariscos y Mas, in Woodburn, Oregon. "If you want to market to Latinos," Jose says, "TikTok and Facebook is what hits."

Along with the food truck and a few other businesses -- insurance, taxes and construction among them -- Jose also owns a marketing company. "I can show you the first video we made," he says scrolling through El Pariente's TikTok account.

He goes past old posts of aguachiles, their best-selling dish. Shrimp served with sliced avocado, cucumber and red onions, swimming in lime juice and red or green chile sauce. Past hot menu items like carne asada, chorizo and bistec tacos made with fresh tortillas. Past posts celebrating Father's Day and Mother's Day and the championship game of the Mexican soccer league. Past close-ups of octopus on the flaming grill and voiceovers that say, "estamos en Oregon pero el sabor es 100% Sinaloense" -- we may be in Oregon, but the flavor is 100% from Sinaloa -- Jose lands on their first post from April 2025.