Colombian artist Maluma appeared on the Celebrity Substitute educational series, teaching a group of second graders from an elementary school in Spanish Harlem, New York about entrepreneurship and Latino culture. The nearly 20-minute episode featured the singer engaging young students with practical business lessons and personal anecdotes, highlighting how education and cultural exchange can inspire young learners.

Maluma shared how he began his entrepreneurial journey at 15 or 16 years old by making sandwiches with his mother at home and selling them at school to classmates who were skipping lunch. The singer, who also breeds horses and owns restaurants in Colombia, guided the students through developing their own business ideas from scratch and presenting them in a friendly pitch competition. The episode also featured students asking Maluma questions and dancing to his 2018 hit "Corazón," with the artist reflecting that "being a kid again is one of the best times of my life."