(PAMPLONA, Spain) — The topics of sexual abuse and animal cruelty are dominating this year’s San Fermin festival in Pamplona, which kicks off Friday for nine days and eight nights of round-the-clock alcohol-soaked partying, traditional celebrations and dangerous bull runs. It’s not a full-blown identity crisis yet, but the festival in northern Spain popularized by American novelist Ernest Hemingway and seen by critics as a macho proving ground with a violent streak is slowly adapting to the social awareness brought by a new generation. Sexual assaults reported during the festival went from two in 2008 — the year a local woman was murdered after she refused to have sex with her killer — to 20 in 2016, when five men cornered an 18-year old, filmed themselves sexually attacking her and left after stealing her phone.