I don't know if this made it into the US press or not, but Disney was planning to trademark "Dia de los Muertos" and use it to market a movie and a whole bunch of Disney merchandise. It also planned to prevent people from using the name without applying for copyright permission!
Fortunately, the effort failed. There was a LOT of protest, so Disney withdrew its plans. I would say this is chutzpah, but maybe not in the US. Next thing, corporations will be buying rights to name cemeteries! How about Panteón Lala? By the way, I looked up chutzpah to see if I could find a Spanish equivalent. I came up with frescura, descaro, desparpajo, desfachatez, and desenfado.