With flavors ranging from bubble gum to passion fruit and TikTok stars promoting it, chewing coca has become the latest chic trend in Bolivia.
Andean villagers have chewed coca leaves - the base ingredient of cocaine - for centuries to help ward off the effects of high altitude and hunger. Consumption of the leaves is legal in Bolivia and coca is considered by many in the region as a sacred plant.
Cristian Ferreira, a businessman in Santa Cruz, says the practice picked up after people saw the energetic and mood altering effects it had on Bolivian agricultural workers. "Today, everybody uses it, from doctors to police, it's a natural energizer," Vasquez said. "It eases stress and takes away tiredness. It helps at work so you can be more relaxed."
Daniel Novoa, also known as "Boloman," has racked up more than 31 million views and 200,000 followers on social media video platform TikTok since the start of the pandemic with humorous videos about consuming coca.
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