Avenida Mariscal la Mar is located in the urbanization of Santa Cruz, within the popular district of Miraflores, in the city of Lima, Peru. For years, this area was considered the «red zone» of Miraflores. However, the last two decades have witnessed significant economic, social, and cultural transformations, led by an evident investment in the gastronomic sector. Today, in La Mar, the national gastronomic revolution unfolds against a background of gentrification, where restaurants shape the new profile of the avenue and change the barrio experience. Focusing on the story of Juan, a former resident of Santa Cruz, who now works in the area, this article explores the power dynamics arising in this context of change, delving into the values, limits, and meanings that inform identity practices in this setting. Specifically, this investigation analyses Juan’s personal and subjective journ...