The Intelligence from The Economist Bubbles in the market: Mexico’s Coca-Cola obsession
Dec 22, 2020
Richard Enzor, The Economist's bureau chief in Mexico City, dives into Mexico's deep-seated Coca-Cola obsession, highlighting its cultural significance and alarming health impacts during the pandemic. Sophie Petter, the Paris bureau chief, shares insights from Beneve-Holland, a rural village where the concepts of solitude and community evolve amidst the isolation of COVID-19. Together, they discuss Coca-Cola's economic role, local sourcing initiatives, and the profound emotional connections people forge in challenging times.
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Coke in Rituals
- In San Juan Chamula, Coca-Cola is integrated into indigenous rituals, poured over candles to dispel spirits.
- This demonstrates Coke's deep cultural entrenchment, extending beyond mere beverage consumption.
Coke's Mexican Roots
- Unlike other countries, Mexican businessmen actively sought Coca-Cola's presence, not American expats.
- Former Mexican president Vicente Fox's early career involved distributing Coke, highlighting its national significance.
Shifting Perceptions of Coke
- Initially promoted as a source of strength, Coca-Cola's image shifted as health concerns emerged.
- This perception change led to Coca-Cola being viewed as a symbol of foreign cultural imperialism.
