Part 6/10:
A notable aspect of Bukele’s campaign has been his adept use of social media to reshape the global perception of El Salvador. Under his leadership, the country has been marketed as a land of natural beauty—surf, volcanoes, and coffee—intended to attract tourism and investment. His background in advertising has allowed him to effectively communicate with international audiences, utilizing English and catering to right-wing sentiments, including those embracing Christian values.
An illustration of this branding was seen when Bukele hosted the Miss Universe competition, leveraging global events to position El Salvador in a positive light. His interactions with high-profile figures and attendance at conservative gatherings, such as CPAC, have helped solidify his status among right-wing circles.