I have actually been to this place and eaten in their 2nd floor restaurant in 2007 (great food!). Its a large Mexican tourist-trap-type souvenir store just a little ways south of the border. It actually was a fun place to shop. Prices were higher than more south of the border, but that's b/c its location is close to the US and not everyone goes deep into MX. The prices were still inexpensive though.
Reynosa is a dangerous place now. I have a friend who lives near the border who frequented this and other towns most of his life. But he won't do it now b/c of the drug trade.
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