An unassuming taco stand in Highland Park has become one of Los Angeles’ hottest food destinations almost overnight, thanks to a surprise moment during the Super Bowl halftime show.

Villa Tacos, a longtime neighborhood favorite, exploded into the spotlight after owner Victor Villa appeared as part of Bad Bunny’s highly anticipated performance, stunning fans who recognized the familiar taco setup woven into the stage design.

By Monday morning, the once-quiet street outside the restaurant was packed with cheering customers, camera phones, and first-time visitors eager to taste the tacos they had just seen connected to one of the world’s biggest music stars.

Villa was welcomed like a hometown hero, embracing his parents and greeting supporters as the line grew longer by the hour. Still visibly emotional, he shared stories of his time alongside Bad Bunny, describing the global superstar as humble and easygoing despite his fame.

What makes the collaboration even more remarkable is that Villa and his family have no clear idea how Bad Bunny discovered their taco spot.

They say the artist had never visited the restaurant publicly, leading to speculation that he may have sent someone to pick up food or stopped by discreetly while traveling through the area.

However it happened, the connection remained a mystery until Bad Bunny’s team reached out weeks before the Super Bowl with a once-in-a-lifetime opportunity – and a strict requirement to keep it secret.

From local favorite to national spotlight

Keeping that secret proved to be one of the hardest parts for Villa. For nearly three weeks, he balanced normal workdays with rehearsals, all while dodging questions from friends and customers about his sudden absences.

He trained alongside Bad Bunny during two weeks of rehearsals in Los Angeles before heading to San Francisco for the final preparations. When halftime finally arrived, Villa stood proudly as part of the immersive set Bad Bunny performed through, a creative choice that sparked both praise and debate online.

Despite the whirlwind attention, Villa was determined to return to what mattered most: his restaurant. He made it back in time to open at noon on Monday, even as customers began lining up as early as 8 a.m.

Many were ordering the Villa Trio, his signature dish featuring three stacked tacos layered with chorizo and topped with creamy guacamole. One customer admitted he ordered 10 tacos after watching the halftime show and was pacing himself so he could savor them.

Amid the excitement, he also revealed that the sudden surge in attention has inspired bigger plans. With momentum on his side, Villa shared that he intends to open another location soon.