Emma Coronel has emerged in the media spotlight once again, this time not in relation to her notorious husband, but as a mentor figure at the 2026 Regional Coffee and Guava Fair. The event, held in Canelas, Durango, is culturally significant and has provided Coronel a platform to champion young women's aspirations in the region. Rather than merely participating in traditional roles, she is actively supporting young women like Sujeli, a candidate vying for the pageant title, thereby redefining her public persona.

Coronel's approach involves utilizing social media to amplify Sujeli's candidacy. Under the pageant's rules, social media engagement plays a crucial role, as 15% of the final score is based on popular votes gathered on platforms like Facebook. This innovative voting mechanism indicates a shift in pageant dynamics, where digital presence is as vital as stage performance. By mobilizing her followers, Coronel aims to enhance Sujeli's visibility and increase her chances of winning the title, indicating a strategic blend of traditional beauty pageant values with modern social media outreach.

The implications of Coronel's involvement in the pageant extend beyond personal aspirations. It reflects her ongoing efforts to reshape her public image following her marriage to Joaquín 'El Chapo' Guzmán. Engaging in a positive community initiative allows her to step out of the shadow of her husband's criminal legacy, instead promoting empowerment and cultural pride in her home region. By taking on a mentoring role, Coronel is potentially setting new standards for how public figures can influence social issues positively in their communities while navigating their complex backgrounds.