The streets of Oakland's Fruitvale neighborhood fill with marigolds, music and memory on Sunday as the Día de los Muertos festival marks its 31st year. The free outdoor celebration runs from 10 a.m. to 5 p.m. at Fruitvale Village and typically draws close to 100,000 people, making it one of the largest Day of the Dead gatherings in the country.

The centerpiece this year is a 34-foot Monumental Catrina built by master artisans in Mexico City. Her arms stretch wide in welcome. Organizers say she honors the journeys many families made to the north and the yearly return of loved ones' spirits that the holiday celebrates.

A theme of staying rooted

The 2026 theme is La Lucha Continúa: Aquí estamos y no nos vamos, which means the struggle continues: we are here and we are not leaving. Organizers say it draws on the history of civil rights, immigrant justice and neighborhood organizing at a time when many families face displacement and uncertainty.

Community members build altars across the festival grounds to remember those they have lost. The ofrendas are often the most moving stop of the day, covered in photos, candles, pan de muerto and bright orange cempasúchil flowers.

Music, crafts and family fun

Visitors can also expect live music on several stages, traditional artisans selling handmade goods from across Latin America, rides and games for children. The event is organized by a Fruitvale nonprofit that has served the neighborhood for six decades.

The festival was named a Local Legacy by the Library of Congress at the request of then-Congresswoman Barbara Lee. For many East Bay families it has become a yearly reunion that blends grief and joy, honoring ancestors while celebrating a culture that continues to thrive.