The Fiesta of the Mama Negra, which takes place in the city of Latacunga is one of the most fascinating cultural events in Ecuador.  This public celebration of civic pride rivals Brazil’s festivals as an emblematic “melting pot” of wildly divergent cultural traditions: Spanish, Incan, Aymaran, Mayan, African, and most recently, gay.
The fiesta has its origins with the colonization of Latacunga by the Spanish for its rich mineral resources. The native inhabitants were forced to convert to Catholicism, but the conversion was not entirely pure, with the result that indigenous elements, such as a polytheistic belief in “spirits” became part of the new religion.  The Spanish conquerors brought in additional populations from Bolivia, Guatemala, and ultimately, Africa as slaves, and they too, brought their own beliefs and traditions to Latacunga.
What set the holiday in motion was the eruption of the Cotopaxi volcano in 1742. The citizens of the region petitioned the “Virgin of Mercy,” who had been designated the patron of the volcano, and when Latacunga was spared, an annual celebration was set in place to honor her.
The festival was traditionally held during the last weekend in September, but was on the verge of dying out in the early 1960's when Cotopaxi Governor Virgilio Guerrero proposed saving it and making it coincide with Latacunga's official celebration of its founding on November 11th.  The now-official holiday had the ironic effect of reviving interest in the traditional religious celebration of the "Virgin of Mercy," which also features the Mama Negra, but the larger and more colorful celebration is in November. Dates vary from year to year- sometimes coinciding with Latacunga's founding and sometimes with the days surrounding Day of the Dead- so be sure to ask around.
The event constitutes a parade of characters, such as the Angel of the Stars, the Moorish King, as well as Los Huacos, who represent Latacunga’s pre-Colombian heritage, and the Camisonas, colorful transvestites, in a parade that attracts many, as well as dancers, musicians, and marching bands, all culminating in the arrival, on horseback, of the Mama Negra, the Black Mother, a combination of the Virgin with African deities. The Mama Negra, bearing dolls representing her “children,” is elaborately costumed and from a container sprays milk and water on the parade goers.
Candy and wine containers are also tossed to the crowds, and restaurateurs all feature Latacunga’s most famous contribution to Ecuadorian cuisine, Chugchucaras; deep fried pork, pork rinds, popcorn potatoes, maize, and plantain.