Unfilter Mexico is the call made by Corona and Emmanuel "Chivo" Lubezki to the film industry to portray Mexico as it is. This initiative by Corona and GUT Mexico City was launched during the 2023 Academy Awards ceremony and aims to break the stereotype of portraying Mexico through the use of a yellow filter that denotes heat, risk, and danger.
During the 2023 Academy Awards, the most important celebration in the film industry, Corona, the world's most valuable Mexican beer brand, calls on the industry to avoid using the yellow filter that has been used for years to portray Mexico negatively, and instead, to avoid generating stereotypes created by its use, leaving the color yellow only for its beer.
In movies from some countries, it is common to see Mexico portrayed through the use of a yellow filter. This seems not to be a coincidence since in cinematographic language that yellow filter has been used for years to denote heat, risk, and danger. On the Internet, it is also possible to find hundreds of press notes and memes related to the topic since it is a misconception of what Mexico really is.