Content creator ‘El Piturris’ assassinated in Sonora taquería

José Luis Esparza, a 37-year-old content creator and taquero known as ‘El Piturris’, was assassinated on September 10, 2026, in Ciudad Obregón, Sonora. The attack occurred at ‘Los Güichos’, a family-owned taquería in the Colonia Reforma neighborhood.

According to the Fiscalía General de Justicia del Estado de Sonora (FGJES), an assailant entered the establishment and shot Esparza directly. The perpetrator, reportedly accompanied by another individual, fled the scene on a motorcycle. Authorities recovered two .40 caliber shell casings at the site, which are considered exclusive use of the military.

Esparza was a prominent local figure with a significant social media following, including approximately 90,000 followers on Facebook and 40,000 on TikTok. He was known for his comedic videos about daily life and his participation in the ‘Desde la O’ digital media project and the ‘La Guarida’ podcast.

The FGJES is investigating the motive and whether the homicide is linked to organized crime, noting that the region is an area of operation for the Sinaloa Cartel. This incident follows a recent pattern of violence against digital influencers in the state, including the August killing of César Gastélum.