Early Sunday morning, when Arturo Ibarra turned on his bakery’s oven, he made the sign of the cross to bless it. He did it again when he readied the first dough of the day for hundreds of orders of the traditional Rosca de Reyes or Three Kings Bread.

H-E-B celebrated the Feast of the Epiphany by offering Rosca de Reyes and blessings, honoring the tradition of Three Kings Day.

One of the most exciting aspects of the Rosca is the surprise hidden inside: a small figurine or charm, often in the shape of a baby Jesus.

In Mexico, that day is known as Día de Los Reyes and is celebrated on January 6th. Just like Three Kings' Day, Día de Los Reyes is meant to honor the Three Wise Men or Magi who came to bring baby Jesus gifts after his birth.