 Various fairs and festivals dedicated to the garment are held in places such as Matamoros, Jiquilpan, Tenancingo, and Zapopan.The first Concurso Nacional del Rebozo (National Rebozo Contest) was held in San Luis Potosí in 2004.The Universidad del Valle de Atemajac, Campus La Piedad created a video called "El Arte del Rebozo" to promote the garment both online and at international events.