If you’ve spent even five minutes in Costa Rica—or Googled anything about it—you’ve probably come across the phrase pura vida. You’ll see it printed on souvenirs, shouted across beaches, tagged in Instagram captions, and used in everyday conversations with locals.
But pura vida is more than a catchy slogan or a tourist gimmick. It’s the heartbeat of Costa Rican culture.
This post unpacks what pura vida really means, how it’s used in real life, why it matters so much to Costa Ricans, and how travelers can embrace it during their stay.
What does “Pura Vida” mean?
Literally, pura vida translates to “pure life.” But in Costa Rica, it carries much more weight. Depending on the context, it can mean hello, goodbye, thank you, you’re welcome, no worries, or life is beautiful. More than a phrase, it’s a mindset—a philosophy of optimism, gratitude, and calm.
How Ticos use “Pura Vida” in daily life
What makes pura vida so special is how naturally it fits into daily interactions. Here are some common examples of how locals use it:
- As a greeting:
“¡Pura vida! ¿Todo bien?”
(Translation: “Hi! How’s everything?”) - As a response to “How are you?”
“¿Cómo estás?”
“Pura vida.”
(Translation: “I’m doing great.”) - To say thank you or you’re welcome:
“Gracias por el café.”
“Pura vida.”
(Translation: “You’re welcome.”) - To express encouragement or positivity:
“Mae, no se preocupe, ¡todo va a salir pura vida!”
(Translation: “Dude, don’t worry, everything will be fine!”) - To say goodbye:
“Nos vemos mañana.”
“¡Pura vida!”
(Translation: “Take care!”)
It’s like a Swiss Army knife for conversation—simple, versatile, and always uplifting.
Why it’s Costa Rica’s unofficial national slogan
It’s no accident that pura vida has become synonymous with Costa Rica’s national identity. The phrase reflects the country’s peaceful and connected way of life.
Costa Rica abolished its military decades ago, maintains strong social programs, ranks high in literacy, and has deep environmental values. It also consistently ranks among the happiest nations in the world. At the core of this happiness is a shared cultural belief in contentment, community, and optimism—perfectly summed up in those two words: pura vida.
You’ll see the phrase everywhere—from government posters and tourism campaigns to t-shirts, bar signs, and everyday conversations. But unlike most marketing slogans, this one is genuinely lived.
The Pura Vida lifestyle
Many visitors ask, “What does it mean to live pura vida?” It’s less about doing and more about being. Here’s what it looks like in real life:
- Slowing down: Life moves at its own pace in Costa Rica. Things might not always be on schedule—but that’s part of the beauty. Take a breath. Enjoy the moment.
- Being present: Whether it’s sipping morning coffee, watching a sunset, or chatting with a neighbor, Ticos are great at appreciating the little things.
- Choosing positivity over perfection: Even when things go wrong, you’ll hear someone say pura vida—a reminder to keep calm, stay grateful, and carry on.
For travelers, embracing this mindset can be surprisingly transformative.
How visitors can live pura vida
- Use the phrase. Don’t be shy—locals love it when foreigners give it a try. Use it at your hotel, at a soda (local restaurant), or when someone helps you out. It goes a long way.
- Adjust your pace. Don’t rush. Enjoy the journey as much as the destination.
- Connect with locals. Ticos are famously friendly. Chat with your hosts, cab drivers, or vendors—you’ll gain more insight than any guidebook could offer.
- Stay open-minded. Things might not always go according to plan. That’s okay. Trust that it will all work out—pura vida style.
Final thoughts
More than just a phrase, pura vida is a philosophy. It’s about joy, humility, presence, and perspective. It’s the soul of Costa Rica and one of the most valuable souvenirs you can bring home.
So next time someone says pura vida, don’t just nod—feel it. Live it.
Stay tuned for our next Costa Rican slang post, where we’ll explore tuanis, another word that captures the essence of Tico culture.
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