How popular is cumbia in your country? Especially among younger generations?

I've been getting into cumbia lately, mainly the Mexican style popularized by groups like Los Angeles Azules. When I see on Youtube some of these bands have billions views, I'm left wondering, are they popular primarily in Mexico, or in other Latin American countries as well? Are they considered cool and hip among the young people, or is it music primarily for parents, grandparents and the older generations? Is it "square" to be into cumbia? Does that dichotomy even exist when it comes to music in Latin America? Thanks for any insights you might have!