Live Boricua: Behind the Campaign
Live Boricua is a movement that was created by Discover Puerto Rico and led by local voices to celebrate the state of mind, way of life, spirit, flavor, and rhythm that can only be experienced in Puerto Rico.
Filmed throughout the Island by a Puerto Rican crew and featuring local talent, #LiveBoricua is an invitation to discover the people, places, and experiences that you can only find on the Island. No matter where you live, we welcome you to embrace our vibrant culture with open arms, to taste the passion in our foods and drinks, let everything go, and experience the joy of everyday life in Puerto Rico.
Go beyond the surface and explore how the Live Boricua campaign was made.
What is Boricua?
Boricua
\ bȯ-ree-kwa \
A person from Puerto Rico by birth or descent.
Locations Featured in the Campaign
Ready to #LiveBoricua in Puerto Rico? Put these destinations on your must-visit list.
![People dancing.](/sites/default/files/styles/square_image/public/2024-03/DSC00149.jpg?h=e139969c&itok=UEHDY93j)
In Puerto Rico, music is life, with many hotspots like La Factoría in Old San Juan for dancing.
![Man in front of waterfall.](/sites/default/files/styles/square_image/public/2024-03/DSC03645-V3.jpg?h=c3635fa2&itok=84av6UU2)
Venture to El Yunque, the only tropical rainforest in the U.S. National Forest System.
![A family explores Paseo de la Princesa in San Juan, Puerto Rico](/sites/default/files/styles/square_image/public/2022-04/New-Oceanside-Walk_0.jpg?h=34bbd072&itok=NfgD4bCr)
Paseo de la Princesa, a seaside promenade in Old San Juan where you can step back 500 years in time.
![A woman gazes out over a mountainous forest from a pool in Rio Grande, Puerto Rico](/sites/default/files/styles/square_image/public/2022-04/New-Girl-Looking-Over-Forest.jpg?h=5718f38a&itok=Y28jZyR0)
Yuquiyú Treehouses, an eco glamping retreat in the foothills of El Yunque National Forest.
![Chef plating dishes.](/sites/default/files/styles/square_image/public/2024-03/DSC05817-V2.jpg?h=e139969c&itok=o_5CuLUH)
Chef Mario Pagán in Condado serves delicious food, giving classically Puerto Rican dishes a fine-dining spin.
![A woman dances on a cobblestone street while a band plays in Old San Juan, Puerto Rico](/sites/default/files/styles/square_image/public/2022-04/New-Woman-Dancing-in-Street.jpg?h=34bbd072&itok=z5_sxw81)
Callejón, Old San Juan, where cobblestone streets often lead to impromptu dance parties.
![Cañon Blanco](/sites/default/files/styles/square_image/public/2022-04/PM_Swimming%20Hole_DSC00599.jpg?h=3f24d9a8&itok=X7FN16sF)
Cañón Blanco, a majestic canyon in the Central Mountains filled with ancient Taíno petroglyphs.
![View of dinner table.](/sites/default/files/styles/square_image/public/2024-03/DSC06275-V2%20%281%29.jpg?h=e139969c&itok=FfeiSVl2)
Savor the Island's traditional Puerto Rican food, known as comida criolla.
![waterfalls in El Yunque National Forest](/sites/default/files/styles/square_image/public/2022-04/Discover%20PR%20Retouched%20Edits%20V3-2_IMG_0249.jpg?h=3f24d9a8&itok=nY6wqqYL)
El Periquito Waterfall, where you can cool off from a day of adventure in pristine mountain waters.
![Playa Negra](/sites/default/files/styles/square_image/public/2022-04/PM_Ladies%20on%20the%20Beach%20DSC03226-2.jpg?h=82f92a78&itok=FTFQ3bRW)
Playa Negra, a rare black-sand beach located on the quaint tropical island of Vieques.
![couple at pink house in San Juan](/sites/default/files/styles/square_image/public/2022-04/New-Pink-House-%26-People.jpg?h=34bbd072&itok=XllLqBrk)
Lares, one of the dozens of small towns in Puerto Rico with charming stories waiting to be discovered.
![Two men dance with local dancers in Pinones, Puerto Rico](/sites/default/files/styles/square_image/public/2022-04/2-Men-Dancing-in-group_0.jpg?h=72e0457b&itok=jwRMry50)
Piñones, an area just east of San Juan that is famed for its seaside food kiosks and colorful local culture.
![A woman wades through turquoise water on Playa Media Luna in Vieques, Puerto Rico](/sites/default/files/styles/square_image/public/2022-04/Girl-in-water.jpg?h=34bbd072&itok=IxWcDGcy)
Playa Media Luna, one of Vieques' most picturesque white-sand beaches.
![Couple dancing on the beach at sunset.](/sites/default/files/styles/square_image/public/2024-03/DSC05069-V2.jpg?h=e139969c&itok=WosftflL)
Enjoy the stunning sunrises of Balneario La Monserrate in Luquillo.
Playa Negra (Black Sand Beach)
Location: Vieques
Region: Culebra & Vieques
Bask in the Caribbean sun on Playa Negra, a rare black sand beach located on the small island of Vieques where ink-black volcanic sand meets turquoise waters and dramatic cliffs.
Cañon Blanco
Location: Utuado
Region: Central Mountains
Explore ancient Taíno petroglyphs and take in sweeping views from the cool, fresh waters of Cañón Blanco, a majestic canyon nestled in the Central Mountains.
El Periquito Waterfall
Location: San Lorenzo
Region: East
For a refreshing and ethereal experience, take a hike to one of Puerto Rico's many hidden waterfalls, like El Periquito.
Playa Media Luna
Location: Vieques
Region: Culebra & Vieques
On the beautiful island of Vieques, Playa Media Luna is just one of the many Puerto Rico beaches famed for their white sand, crystalline water, and swaying palms.
![A crew films a group of boricua girls during the Live Boricua campaign shoot](/sites/default/files/styles/square_image/public/2022-04/live-boricua_bts_1.jpg?h=29234840&itok=RChVyYZ-)
The Live Boricua campaign was filmed in various locations around the island, including Loíza.
![Crew filming a scene from the Live Boricua campaign at Canon Blanco](/sites/default/files/styles/square_image/public/2022-04/live-boricua_bts9.jpg?h=827fea8d&itok=EweIqB96)
![Crew filming a scene from the Live Boricua campaign in Old San Juan](/sites/default/files/styles/square_image/public/2022-04/live-boricua_bts3.jpg?h=749e6fc9&itok=6WbyLsT3)
![Crew filming a scene from the Live Boricua campaign in Puerto Rico](/sites/default/files/styles/square_image/public/2022-04/live-boricua_bts6.jpg?h=c9a55663&itok=GLABKZ_t)
Puerto Rico is an ideal filming location, offering a variety of outdoor settings.
![A crew member on set during the Discover Puerto Rico Live Boricua campaign shoot](/sites/default/files/styles/square_image/public/2022-04/live-boricua_bts4.jpg?h=6b013ea4&itok=_Ozmu1W4)
![woman dancing](/sites/default/files/styles/vertical/public/2022-04/Group-Dancing.jpg?h=34bbd072&itok=UydNItoI)
Bringing the Boricua Spirit to the World
Boricua is a colloquial term for a person from Puerto Rico by birth or descent. But it is also…
- A way of life that embraces every moment with passion, exuberance, and joy.
- A state of mind that can’t help but be optimistic and find something or someone to celebrate.
- A rhythm that infuses itself into every moment.
- A melody that seems to play from every corner.
- A style of its own that is vibrant, colorful, proud, and bold.
- A flavor that fuses tradition, passion, and a story into every bite and sip.
- A history that is complex and rich, creating a thriving and diverse cultural tapestry across the Island.
- A spirit that must be experienced and felt to be understood, but connects universally.
Above all, it is unique to Puerto Rico.
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