‘Pura Vida’

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4th Nov, 2023

In Costa Rica, ¡Pura Vida! is a phrase used by Ticos (Costa Ricans) on a daily basis. It means “pure life,” or “simple life,” and not only is it a slogan, it’s a lifestyle. “Pura Vida” (pronounced poo-rah vee-duh) represents Costa Ricans’ relaxed attitude towards life, no matter the circumstance.

Most accounts tie the Costa Rican origins of pura vida to the release of a Mexican film of the same name in 1956. That film featured a protagonist played by comedian Antonio “Clavillazo” Espino, who uses pura vida as his eternally optimistic catchphrase — a way to show he’s happy, even when nothing seems to go his way.

You can say Pura Vida to mean “thank you,” “you’re welcome,” “that’s great” or “life is good.” The versatility of the phrase is part of its appeal, and it’s a 100% positive expression of pleasure in life lived to its fullest.

For me, ‘Pura Vida’ means a positive way to live life,

to look forward to each day with positivity & optimism,

a way to appreciate life’s simple treasures,

slowing things down, celebrating good fortune whatever the circumstances,

refusing to take anything for granted and living life to the fullest.

For me, Pura Vida is more than just a saying, it’s a lifestyle I wish to follow.

This Festive Season, let’s experience Pura Vida & spread it and stay blessed forever.