The expression “pura vida” is a favorite among authors of guide books to Costa Rica. These authors—often newcomers or visitors to Costa Rica—claim that the expression, literally translated as “pure life,” perfectly embodies the Costa Rican love of purity, nature and of life itself. Costa Ricans, these authors argue, have such an ingrained love of life that it trickles down into even their slang expressions. While Costa Ricans really do embrace life joyfully, this guide-book interpretation of “pura vida” is not entirely accurate. Just as widespread American use of the term “cool” does not mean an ingrained love of low temperatures, Costa Rican use of the term “pura vida” does not, in itself, encapsulate the whole Costa Rican philosophy of life.
Despite what the guide books say, “pura vida” is not an expression on the lips of every Costa Rican. Many Americans could go a whole lifetime without uttering expressions like “rock on” or “totally awesome,” and most Costa Ricans do not use “pura vida” as often as the guide books would have us believe. In fact, the term emerged about twenty-five years ago, mostly among young urban males, as part of a whole set of slick expressions they used to describe their activities. Before it was seized upon by the guide books, “pura vida” had as clear a demographic association as terms like “grody to the max” or “radical, dude.” It was a term reserved for only a specific young population.
Even when it first emerged, the expression probably did not indicate a deeply felt philosophical conviction. Its users were no more enamored of the purity of life than are most other twenty-somethings all across the world. Instead, the expression was just a colorful new way to comment positively, as “the bee’s knees” was long ago.
Interestingly, the guide books have probably breathed a life into the expression it never would have had otherwise. Like all slang, the expression probably would have all but disappeared as its users grew and adopted other expressions. Now, however, visitors to Costa Rica often buy “pura vida” merchandise, because the expression seems so life-affirming and positive. Vendors sell hundreds of t-shirts, hats and flags emblazoned with the expression, which now boasts an economically fueled existence. “Pura vida”’s current meaning is one it never had among its original users.
Writing and editing by Beaumont Hardy Editing.