Between 1930 and 1970, the printing house Galas de México created calendars and advertising cards that became embedded in the collective unconscious of many Mexican citizens. Today, an incredible collection of these iconic calendars is on permanent exhibit at one of the headquarters of the Soumaya Museum.
In mid-20th-century Mexico, when the new year arrived, it was common for a calendar to be given away as a free gift after various purchases. These giveaways often featured idealized images of Mexico, showing its traditions, history, tourist places, or characters. As one of the first offset printing sources in the country, Galas de México was the company responsible for making many of the most memorable calendar paintings.
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