When Bad Bunny first announced he wasn’t going to tour the U.S. in 2025, the idea sounded wild. Instead, he chose to stay home in Puerto Rico, performing a 30-show residency at the island’s biggest arena, the Coliseo in San Juan. For the first nine nights, only locals could attend — a decision that made the residency not just about music, but about community, pride, and place.

The impact? Nothing short of historic. Over three months, Bad Bunny has drawn an estimated $200 million into Puerto Rico’s economy, filling hotels, restaurants, and even inspiring tours of his childhood neighborhood. Fans from around the world have flown in, making Puerto Rico the destination of the summer.

For locals, the residency became more than a concert series. It was a statement: that Puerto Rico is big enough to host the world, that Latinos can create global moments on their own terms, and that the island’s future doesn’t have to be defined by leaving.

From the young illustrator who designed the residency’s now-iconic “El Concho” merch, to fans like Evelyn Aucapiña who traveled from Chicago, the ripple effects of Bad Bunny’s residency have been felt across the island. For many, it’s not just about music — it’s about believing that Puerto Rico can thrive, that staying home can mean creating a better future.

As one fan put it: “This is how Latinos are supposed to come together.”