The Mama Negra Festival is a vibrant cultural celebration held annually in the city of Latacunga, Ecuador. This festival honors the Virgin of Merced and pays tribute to the Afro-Ecuadorian heritage. It features colorful parades, traditional music, and dance, showcasing the rich history and diversity of the region. During the festival, participants dress in elaborate costumes, often representing different characters, including the iconic Mama Negra. The event also includes the throwing of colored powders and the sharing of local foods, creating a lively atmosphere that attracts both locals and tourists alike.