The bird is of great relevance to Guatemalan culture, being a character in the widely popular legend of the local hero Tecún Umán, a prince and warrior of the Quiché (K'iche') Maya during the latter stages of the Spanish conquest of the region. This quetzal was his nahual (spirit guide). The Quiché repelled several attacks from the Spanish army, even though outmatched in weaponry (guns, armor and cavalry against spears and arrows).

Legend has it that on the day the conquistador Pedro de Alvarado fought against Tecún Umán, there was a quetzal flying overhead. On the first strike Tecún Umán, on foot, managed to disable Pedro de Alvarado's horse. Alvarado was then given another horse and on the second strike ran through Tecún Umán's chest with a spear. The quetzal flew down and landed on Tecún Umán, dipping its chest in the warrior prince's blood. It is there that the bird acquired its distinctive red chest feathers.[19]