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The son of jailed drug lord Joaquín 'El Chapo' Guzmán treated residents in the family's home state of Sinaloa with a car giveaway, concert and free food at a massive Christmas party.

Videos uploaded across several Mexican social media accounts showed a row of at least 10 cars and SUVs lined up at the event at an unidentified town in Mexico.

Ivan Archivaldo Guzmán's gesture was similar to those of El Chapo's former associate Pablo Escobar, the infamous drug kingpin who was also known for his generous giveaways. 

A video uploaded to an Instagram account unofficially attributed to Guzmán showed the moment a bevy of giddy children accepted gifts a week ago.