December 2024 — Amid a colorful array of sun hats and tourist apparel, a display of handcrafted souvenir signs made from repurposed Mexican license plates fills this small stall in Puerto Vallarta’s bustling shopping district. The plates feature playful, tongue-in-cheek phrases — a hallmark of beachside humor catering to travelers exploring the town’s narrow cobblestone streets. Surrounding the display are racks of wide-brimmed hats and caps branded with “Bass Pro Shops” and “Puerto Vallarta,” blending North American pop culture with the distinctly local artisan aesthetic. These market scenes embody the resort city’s mix of craftsmanship, commerce, and lighthearted tourism that defines much of coastal Mexico.