Chamula's residents view Coca-Cola as a ritual drink and use it in ceremonies.
Mexico has the highest per capita consumption of Coca-Cola in the world.
Coke's pricing strategies and sponsorship of youth events maintain market dominance in Mexico.
Coke's presence in Chamula's culture and traditions is deeply entrenched.
Despite efforts to promote exercise, Coke continues to be the preferred choice in Chamula, leading to high obesity and diabetes rates.