In the US, the term "rhumba" (anglicised version of rumba) began to be used during the 1920s to refer to ballroom music with Afro-Cuban music themes, particularly in the context of big band music. This music was mostly inspired by son cubano, while being rhythmically and instrumentally unrelated to Cuban rumba. By the 1930s, with the release of "The Peanut Vendor" by Don Azpiazúand the popularity of Xavier Cugat and other Latin artists, the genre had become highly successful and well-defined. The rhumba dance that developed on the East Coast of the United States was based on the bolero-son. The first rumba competition took place in the Savoy Ballroom in 1930. Nowadays, two different styles of ballroom rumba coexist: American style and International style.

During the 1940s and 1950s, the Mexican and American film industry expanded the use of the term rumba as rumbera films became popular. In this context, rumberas were Cuban and Mexican divas, singers and actresses who sang boleros and canciones, but rarely rumbas. Notable rumberas include Rita Montaner, Rosa Carmina, María Antonieta Pons and Ninón Sevilla.

In the 1970s, with the emergence of salsa as a popular music and dance genre in the US, rhythmic elements of Cuban rumba (particularly guaguancó) became prevalent alongside the son. Like salsa, rhumba would then be danced to salsa ensembles instead of big bands.