La Chingona Loses Everything Over Cultural Appropriation
Wondering about the true story behind this LA-based cannabis company? Read our news piece and see why the whole thing caused such an uproar in the Latino community.
According to the brand’s origin story, the three Del Rosario “powersisters,” Maria, Sonia, and Adriana launched the brand, naming it La Chingona or “the badass woman.” Sounds inspiring, right?
Well, it would have been if it weren’t for the fictional part — namely, all of it!
Yes, the entire origin story was completely made up by the true mastermind behind the brand — Michael Kaiser, the male non-Latinx founder and owner of healthcare and cannabis manufacturing companies. As such, the whole “half a decade of ‘sisterhood’ and traditional medicinal techniques originating from Guadalajara, Jalisco” narrative was just fabricated to appeal to the Latino community.
According to Susie Plascencia, a public relations social-media marketer, the tale of the badass sisters is more than just a marketing trick devised by Kaiser. That is, Plascencia claims that La Chingona is clearly a deceptive case of cultural appropriation.
Kaiser, on the other hand, claimed that he only wanted to create a brand that would celebrate powerful women like his grandmother, who was of Mexican heritage. As for why the brand became “Latino,” Kaiser explained that it was just an afterthought and that he believed that the word “La Chingona” would resonate well with the general female population.
The controversial brand mislabelling quickly became the hot topic of the cannabis community. Kaiser even hired a Latina friend to make a brief cameo in order to remedy the situation. However, the reality of the situation was — La Chingona was predominantly owned by non-Latinx men.
On the brand’s Instagram page, Kaiser apologized for misleading people and declared that the brand will be shutting down.