What's with the recent Day of the Dead fad?

Day of the Dead, sugar skulls are truly beautiful. Why not express that

It's been around my neck of the woods for decades (Southern California) but I guess it's picked up with non-Hispanic people in North America at a greater scale. In fact, many elements of Mexican culture have been influencing US Culture for decades now in the form of food diets, party styles, and social events just like Italian, Irish, and German culture has.

On top of that, I see a lot of non-Asian Americans adopting Chinese, Japanese, and South East Asian styles more now than ever before.

Yeah, it was even worse this year. It's a hipster thing, which means I will refuse to join in. Nothing against the feast itself, but let all countries celebrate their own traditions instead of ruining them with commercial globalism. Same goes for Halloween.

The Santa Muerte was featured in an episode of BrBa I think in the third season. Not sure if it is related to the Day of the Dead though.