A surreal digital illustration of 1950s Bogota blending Colombian and American cultures.

Coca-Colos: When American Pop Culture Shook 1950s Bogota

Kai Mendoza in Culture & Society June 2025 • 4 min read.

"Explore how the 'Coca-Colo' trend in 1950s Bogota blended American styles with Colombian traditions, reshaping social identities."

In the vibrant, bustling Bogota of the 1950s, a fascinating cultural phenomenon took root: the 'Coca-Colo' trend. This wasn't just about a soft drink; it was a seismic shift in how young Colombians embraced (and adapted) American pop culture. It was a time of blue jeans, rock 'n' roll, and a whole new attitude that challenged traditional Colombian society.

Imagine a world where the elegance of European traditions met the youthful energy of American rock 'n' roll. This was the reality for the 'Coca-Colos,' a generation of young Colombians who blended these influences to create their own unique identity. The story of the 'Coca-Colos' is not just a historical snapshot; it's a mirror reflecting the ongoing dance between globalization and cultural identity.

We'll journey back to a pivotal moment in Colombian history, exploring how American cultural exports mingled with local customs. We'll uncover the debates, the anxieties, and the celebrations that accompanied this cultural fusion, revealing how it reshaped Bogota's social landscape and continues to resonate today.

The 'Coca-Colo' Defined: More Than Just a Trend

A surreal digital illustration of 1950s Bogota blending Colombian and American cultures.

In 1954, the Colombian magazine Semana published a groundbreaking dossier titled "Los Coca-Colos: Una generación calumniada" (“The Coca-Colos: A Slandered Generation"). This report captured the essence of a transformation sweeping through Bogota's youth. It wasn't just about adopting American products; it was a shift in behaviors, tastes, and even language. Acceptable cultural models were no longer exclusively European or academic; U.S. lifestyles were making a major impact.

While European influences had long shaped the behavior of Colombia’s elite, the rise of the 'Coca-Colos' marked a move towards a more democratic, middle-class ideal that mirrored the United States. This challenged the old aristocratic norms, and the effects were felt throughout society.

The 'Coca-Colo' identity was characterized by:

Embracing American music, movies, and fashion
Frequent visits to soda fountains, mirroring American diners
A more casual and youthful attitude
Challenging traditional social norms

These new styles were not universally embraced. Many saw the 'Coca-Colos' as a threat to traditional values, criticizing their embrace of American culture as vulgar and superficial. This sparked a cultural battle, with some defending the 'Coca-Colos' as modern and forward-thinking, while others lamented the loss of Colombian traditions. It was a clash between generations and ideologies.

A Lasting Cultural Legacy

The story of the 'Coca-Colos' in 1950s Bogota is more than just a historical anecdote. It represents a pivotal moment in Colombia's cultural evolution, as American influences began to intertwine with local traditions in profound ways. This fusion continues to shape Colombian society today, reminding us that cultural identity is always a dynamic and evolving process.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1080/08263663.2018.1486951, Alternate LINK

Title: La Invención Del Cocacolo: “Americanización” Y Diferenciación Social En Bogotá En La Década De 1950

Subject: Political Science and International Relations

Journal: Canadian Journal of Latin American and Caribbean Studies / Revue canadienne des études latino-américaines et caraïbes

Publisher: Informa UK Limited

Authors: Alberto G. Flórez Malagón

Published: 2018-07-16

Everything You Need To Know

What did the 'Coca-Colo' trend represent in 1950s Bogota, and how did it reshape social identities?

The 'Coca-Colo' trend in 1950s Bogota signified a notable cultural shift where young Colombians embraced and adapted American pop culture. This involved adopting American music, movies, and fashion, frequenting soda fountains akin to American diners, and fostering a more relaxed, youthful attitude. This phenomenon challenged traditional Colombian societal norms and marked a move towards a more democratic, middle-class ideal mirroring that of the United States, thus reshaping social identities.

How did the magazine Semana contribute to understanding the 'Coca-Colo' phenomenon, and what was the significance of their report?

The magazine Semana played a crucial role by publishing a dossier titled "Los Coca-Colos: Una generación calumniada." This report was pivotal in capturing the transformation sweeping through Bogota's youth, highlighting the shift in behaviors, tastes, and language influenced by American lifestyles. It documented the debates and anxieties surrounding this cultural fusion, marking a significant moment in understanding the changing social landscape.

Why were the 'Coca-Colos' not universally embraced, and what cultural battle did this lead to?

The 'Coca-Colos' were not universally embraced due to a perceived threat to traditional Colombian values. Critics viewed their embrace of American culture as vulgar and superficial, leading to a cultural battle between generations and ideologies. This clash underscored the anxieties surrounding the loss of Colombian traditions amid the influx of American influences.

What was the lasting cultural legacy of the 'Coca-Colo' trend in Colombia?

The 'Coca-Colo' trend had a lasting impact by representing a pivotal moment in Colombia's cultural evolution. The intertwining of American influences with local traditions reshaped Bogota's social landscape, leading to a dynamic and evolving cultural identity. This fusion continues to resonate today, highlighting the ongoing negotiation between globalization and cultural heritage in Colombia.

What were the main anxieties and celebrations that arose from the blending of American pop culture with Colombian traditions during the 'Coca-Colo' era?

The blending of American pop culture with Colombian traditions brought both anxieties and celebrations. While it sparked debates about cultural identity and the preservation of Colombian heritage, it also fostered a sense of modernity and forward-thinking attitudes among the youth. This duality underscored the complex interplay between embracing global influences and maintaining cultural uniqueness.