The Chiclet Chronicles: A Snapshot of Border Culture in the 80s

In the vibrant and bustling environment of the U.S.-Mexico border in the 1980s, one peculiar and significant cultural phenomenon emerged: the sale of Chiclets gum at border crossings. This article delves into the origins, cultural significance, and economic implications of this practice.

Background and Economic Conditions

The economic backdrop of the 1980s was one of significant challenges for many individuals in Mexico. High unemployment and limited job opportunities led to numerous families seeking alternative means to survive. Selling Chiclets gum became a viable economic solution for many, often involving children and young adults.

Economic Survival and the Informal Economy

The informal economy played a crucial role in the border crossings. Small-scale vendors engaged in the street vending of Chiclets, which did not require formal business licenses. This adaptability and entrepreneurial spirit underscored the resilience of individuals in the face of economic hardship.

Cultural Aspects and Cross-Border Dynamics

Selling Chiclets gum was not merely a business activity; it was also deeply rooted in culture and identity. Chiclets were a popular snack, and the act of selling them became part of the shared border experience. The phrase often used by sellers, '?Tiene un paquete de chicle?', became a familiar part of border culture, symbolizing the exchange of goods and the blending of two cultures.

Historical Context and Cultural Exchange

Chicle, the raw material for Chiclets, has a rich history. Originating from the Southeast of Mexico, it was traditionally chewed by indigenous people. It wasn't until a visionary entrepreneur named Thomas Adams that Chiclets achieved widespread commercial success.

Thomas Adams and the Birth of Chiclets

Thomas Adams, an American entrepreneur, had the foresight to recognize the commercial potential of chicle. Motivated by his experience seeing Antonio López de Santa Anna, a former Mexican leader, chew chicle, Adams embarked on a unique journey. After unsuccessful attempts to convert chicle into rubber for tires, he transformed it into a delicious and innovative chewing gum called Chiclets.

Popularity and Commercialization

The commercialization of Chiclets was marked by innovation and target marketing. Adams added sugar and flavor to the gum, creating a product that was not only sweet but also beneficial for mastication muscles. Over time, Chiclets became a beloved snack, both in Mexico and the United States.

Global Impact and Economic Downturn

However, the global economic landscape began to shift in the 1980s. The fall of petroleum prices and significant debt led Mexico into an economic crisis in September 1982. This downturn further fueled the informal economy, with many families relying on small-scale enterprises like selling Chiclets to make ends meet.

Legacy and Revival

Mondelez International Inc. owned the Chiclets brand until 2016, after which the brand disappeared in the United States. However, the story of Chiclets did not end there. Since 2019, the brand has been manufactured in Mexico once again, reflecting the enduring cultural significance of this iconic product.

Conclusion

The selling of Chiclets at the Mexican border in the 1980s captured the essence of economic survival, cultural exchange, and cross-border dynamics. This practice, rooted in the resilience of individuals and the adaptability of the informal economy, has left a lasting impression on border culture.