Embracing Pura Vida: Costa Rica’s Exceptional Optimism

By Carla Rosch, Features correspondent

Costa Rica’s renowned expression “pura vida,” synonymous with a sense of wellness, positivity, and appreciation, transcends mere linguistic significance.

During a visit to Costa Rica, encountering the phrase “ pura vida” is inevitable, whether through the vibrant hand-painted signs scattered across the nation or in the warm greetings extended by staff at restaurants, hotels, or shops. Its pervasive presence in the local culture was further underscored when the term was officially recognized in the global Spanish dictionary by the Royal Spanish Academy (RAE) in Madrid in November 2023.

In English, “pura vida” directly translates to “pure life”; however, as per the RAE’s interpretation, it can connote a person’s kindness or amiability, or be associated with good health. It serves multiple purposes, including expressing agreement, praising something, or serving as a salutation or farewell.

Yet, to Costa Ricans, “pura vida” embodies a collective identity, fostering optimism and a distinctively positive worldview.

Having grown up surrounded by this phrase, my five-year stint in London left me feeling detached from its essence. A return trip to Costa Rica to reconnect with the true meaning of pura vida became a personal quest to rediscover its significance through the perspectives of others.

Upon arrival at Juan Santamaria International Airport, the ubiquitous presence of “pura vida” was palpable. From expansive wall displays heralding the “Pura vida experience” to screens promoting car rentals and a plethora of merchandise emblazoned with the phrase, I pondered whether it had been reduced to a mere marketing gimmick for tourists.

However, Víctor Sánchez, a linguistics professor at the University of Costa Rica and president of the [Organization Name], sheds light on the deeper significance of “pura vida.” As one of the few scholars studying the local evolution of the phrase, he played a pivotal role in its inclusion in the RAE dictionary.

According to Sánchez, “pura vida” is an intrinsic part of the Costa Rican ethos and identity, serving as a cornerstone of the country’s tourism branding. The phrase’s resonance with foreigners, who often echo it back, reinforces the nation’s self-perception.

The origins of “pura vida” in Costa Rica can be traced back to the 1950s with the introduction of a Mexican film titled Pura Vida. The protagonist, Melquiades, exudes gratitude and positivity even in adverse circumstances, coining the phrase to describe people and situations throughout the movie.

Subsequently, the phrase gained prominence in the 1969 film Easy Rider, resonating with youth by encapsulating a spirit of gratitude amidst challenges. This gradual diffusion of the phrase in Costa Rican society, termed “lexical diffusion” by Sánchez, reflects its seamless integration into the cultural fabric, buoyed by the nation’s inherently positive outlook on life.

Sanchez vividly recalls the widespread adoption of “pura vida” among his peers in the early 1970s, a period marked by a prevailing sense of contentment and hope. Despite external turmoil such as the Vietnam War and political unrest in Latin America, Costa Rica’s stable economy and democratic values fostered a collective belief in peace, social equity, and a high quality of life.

While contemporary Costa Rica faces its share of challenges, including increased inequality and social issues, the enduring charm of “pura vida” continues to captivate visitors drawn to its shores.

Erika, a frequent visitor to Costa Rica from the US, shares her profound connection to the pura vida ethos. Initially enamored by the positivity exuded by a local tour guide, she found solace in Costa Rica’s simplicity amid personal struggles with depression and anxiety.

For some enthusiasts, the allure of pura vida transcends verbal expressions and finds a permanent place in the form of tattoos. At JP Tattoo Company in San José, tourists often opt to immortalize their Costa Rican experience with pura vida tattoos, drawn to the country’s natural beauty and positive energy.

Costa Ricans’ deep-rooted connection to nature underscores the pura vida philosophy, emphasizing the importance of embracing the Earth’s bounty. Regular excursions to beaches, forests, and mountains underscore the nation’s commitment to environmental conservation.

The country’s proactive conservation efforts, including stringent forest protection laws, have positioned Costa Rica as a global biodiversity hotspot. Winning accolades such as the Earthshot Prize underscores the nation’s commitment to sustainability and environmental stewardship.

Venturing to Chirripó, Costa Rica’s highest peak at 3,820m, I sought to immerse myself in nature’s pura vida essence. The arduous trek through the national park, punctuated by serene moments under the starlit sky and encounters with local wildlife, offered a glimpse into Costa Rica’s unspoiled beauty.

As dawn broke and the forest stirred to life, the tranquility enveloped me, reaffirming the essence of pura vida. Conversing with a local guide, Merlin, at the base camp revealed his profound belief in the phrase as a reflection of Costa Rica’s peaceful culture and communal spirit.

Despite the weather’s unpredictability dampening our summit aspirations, a serendipitous encounter with the “Stone Spheres” monument unveiled the beauty of life’s imperfections. In that fleeting moment, amidst nature’s grandeur, I grasped the true essence of pura vida – an unwavering appreciation for the present moment and an attitude of gratitude towards life’s unpredictability.

In retrospect, my journey in Costa Rica was a testament to the omnipresence of pura vida – from the idyllic oceanfront wedding to tranquil moments with family and the awe-inspiring vistas atop the cloud-kissed peak. As Sánchez aptly stated, “Pura vida is not just a phrase; it’s a way of life.”